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​Managing Customer Excellence

Course code

24 hours (indicative)


This course provides the practical skills required to identify different types of customers and stakeholders, gain insight into their requirements and translate requirements into their organisation’s governance, assurance and improvement processes, hence driving customer excellence.

Who is it for?

This course is designed for those who are practising in quality and aspire towards middle management.

Indicative course content

  • Requirements for a customer-focused organisation:
    • The organisation as a system
    • Organisational processes for listening to the external environment, including SWOT and PESTEL
    • Relationship to strategy development and stakeholder analysis
    • Relationship to strategy deployment (Hoshin-Kanri) and quality objectives
    • Customer requirements for process-based approach, product and service quality planning and improvement
    • Requirements of ISO 9001 for customer focus
    • Concepts of supply chain excellence
  • Establishing customer requirements:
    • Identifying the customers
    • Understanding the different types of requirements
    • Construction and use of the Kano Model
    • Establishing critical to quality deliverables
    • Construction and use of CTQ Trees and requirements matrices
  • Capturing the voice of the customer:
    • Different methods for capturing the voice of the customer
    • Techniques for interviewing the customer, focus groups and questionnaires
    • Customer survey design
    • Customer knowledge banks
    • Customer observation techniques
  • Translating customer requirements:
    • Operational definitions
    • The Customer Interaction Cycle
    • Managing risk of customer dissatisfaction
  • Analysis of data:
    • Types of data: qualitative, categorical, ordinal, discrete (or attributes), continuous (or variables) and the benefits/drawbacks of each
    • Data collection
    • Sampling methods (random, systematic, stratified)
    • Affinity diagram, interrelationship diagraph
  • Assessing customer satisfaction:
    • Cost of poor quality
    • Different data types and their benefits/drawbacks
    • Analysis of customer survey results
    • Customer journey mapping
    • The role of social media in broadcasting success or failure
  • Handling customer feedback:
    • Complaint handling
    • Root cause problem solving
    • Handling positive feedback
  • Innovation and new products/services:
    • Customer behaviour and product/service interaction
    • Techniques to evaluate the external environment
    • Scenario planning techniques

This course includes a one-hour multiple choice examination.

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