Objectives
The "Customer Relationship Management" training course aims to develop key skills for creating, maintaining and optimizing quality relationships with customers. We focus particularly on customer satisfaction, loyalty and proactive expectation management.
The course has several pedagogical objectives:
- Understand the fundamentals of customer relationship management and its importance for the company,
- Develop communication skills to respond effectively to customer expectations,
- Know how to manage difficult situations and conflicts with customers,
- Implement customer loyalty and satisfaction initiatives,
- Use tools and technologies to improve customer relationship management.
Target audience & prerequisites
Duration & Organization
One-on-one training:
The duration of the training varies depending on the package selected:
- 6 hours of in-person or synchronous online training – "Essential" package,
- 12 hours of in-person or synchronous online training – "standard" option ,
- 18 hours of in-person or synchronous online training – "in-depth" option.
Group training:
To be determined with the sales department
The course
MODULE 1: The Basics of Customer Relations
1.introduction to customer relationship management (CRM)
- Defining the importance of customer relations to a company's success,
- The evolution of CRM: from product to customer, from transactional to relationship marketing,
- Today's challenges: satisfaction, loyalty, customer experience.
2. Understanding customer expectations
- Define customer expectations and understand buying motivations,
- The importance of listening and personalization in customer relations,
- Techniques for gathering information on expectations (surveys, feedback),
- Practical exercise: identify the expectations of a typical customer in your industry.
3. Developing customer-oriented communication
- Adapt your approach to different customer profiles: B2B, B2C, key accounts, SMEs,
- Verbal and non-verbal communication techniques to build trust,
- Active listening techniques to better understand the customer,
- Practical exercise: simulating communication with a difficult customer, followed by a debriefing.
4. Customer relationship personalization and segmentation
- The importance of segmentation in customer relations,
- Adapt your approach to the customer's profile and behavior,
- Practical exercise: building customer segments from an existing portfolio.
5. Proactive management of complaints and dissatisfaction
- Learn to identify and analyze the causes of dissatisfaction,
- Techniques for managing complaints and turning dissatisfaction into opportunity,
- How to react in the event of conflict with a customer: the importance of empathy and rapid resolution,
- Practical exercise: case study of a difficult claims situation.
6. Day's summary and personalized feedback
- A look back at the day's key concepts,
- Assessment of strengths and areas for improvement,
- Discussion of participants' experiences.
MODULE 2: Optimizing Customer Relationships and Building Loyalty
1.customer loyalty and satisfaction strategy
- The difference between satisfaction and loyalty,
- Loyalty strategies: loyalty programs, exclusive benefits, customer relations,
- Importance of long-term customer relationships,
- Practical exercise: define a loyalty strategy adapted to a customer segment.
2. Customer experience: creating value with every interaction
- Define and optimize the customer journey: before, during and after the purchase,
- Customer experience as a competitive differentiator,
- Key moments in the customer journey (contact points) to enhance,
- Practical exercise: mapping and improving the customer journey for a specific case.
3. Use of customer relationship management tools
- Introduction to GRC tools: objectives, features and benefits,
- How these tools help to track customer interactions, segment, automate and personalize,
- Use of customer data for targeted and effective marketing actions,
- Practical exercise: create a customer file and simulate a customer interaction using a CRM tool.
4. Handling difficult customers and crisis situations
- Recognize difficult customer types and understand their behaviors,
- Techniques for managing delicate situations: responding calmly, reframing, negotiating,
- How to transform a crisis situation into an opportunity to strengthen the relationship,
- Practical exercise: customer crisis management simulation, with feedback.
5. Post-sales follow-up and long-term relationship building
- The importance of post-sales follow-up to guarantee satisfaction,
- Techniques for maintaining a long-term relationship (newsletters, follow-up calls, invitations to events),
- Practical exercise: planning a personalized post-sales follow-up for a key customer.
6. Closing the course
- Assessment of skills acquired during training,
- Discussions on the next steps for implementing the lessons learned,
- Delivery of a practical guide to ongoing customer relationship management.
Target skills
The "Customer Relationship Management" course teaches you the skills you need to build lasting, effective customer relationships, using modern tools to optimize interaction and loyalty.
The main skills targeted are as follows
- Know how to listen, analyze and respond proactively to customer expectations,
- Develop a personalized approach adapted to different types of customer,
- Turning dissatisfaction into opportunity,
- Develop actions to maintain and develop customer relations,
- Use customer relationship management tools to improve follow-up and sales performance,
- Optimize the customer journey by identifying key points.
Teaching resources, methods and supervision techniques
During the "Customer Relationship Management" training course, trainees are accompanied by an expert trainer. The trainer uses the following teaching aids and techniques:
- Course materials (practical guide),
- Digital tools (GRC tool demonstration),
- Theoretical input,
- Practical exercises,
- Role-playing situations,
- Concrete examples and case studies,
- Brainstorming,
- Continuous feedback.
Course Requirements
There are several possible ways of organizing the event:
MEANS OF ORGANIZING FACE-TO-FACE TRAINING
You have a choice of training courses:
- On the premises of ORIENTACTION, based in Le Mans,
- On-site: the trainer trains at your company (travel costs
and accommodation calculated in the quote).
WAYS OF ORGANIZING DISTANCE LEARNING
- Training will be carried out via synchronous distance learning using the ZOOM tool,
- Links to ZOOM will be provided by the training center.
REMOTE PEDAGOGICAL AND TECHNICAL SUPPORT AND ASSISTANCE
Support and assistance are provided by the same trainer as the one delivering the training. This support and assistance is provided by e-mail or, in an emergency, by telephone. The trainer's contact details are provided at the start of the course. The trainer must reply within 48 hours. If the trainer cannot be reached within this time, please contact the person in charge of training, whose contact details are given in the welcome booklet.
Means for monitoring action implementation and results
During the training, you :
- Fill in a sign-in sheet.
On completion of the course, you will :
- Take a knowledge assessment quiz to evaluate the level of knowledge and skills acquired during the course,
- Complete a satisfaction questionnaire to assess the quality of the training (trainer's pedagogical skills, quality of teaching aids, etc.).
People with disabilities
Training is open to all, and all types of disability will be taken into account within the limits of the skills, human and material resources available for the training course. If ORIENTACTION does not have the material, technical and human resources to meet the needs of a disabled participant, the latter will be referred either to the ORIENTACTION group's disability advisor, or to a partner organization of the ORIENTACTION group.
Access procedures and deadlines
All training requests are accompanied by a quote specifying the total cost (including tax) of the training, as well as the dates of the sessions. The quote is sent electronically via email. Once the quote has been accepted and the training agreement signed, the training may begin. For information on the terms and conditions for postponing or canceling the training, please refer to the Terms and Conditions available by clicking here: https://www.orientaction-groupe.com/cgv/
Price and financing of your service
One-on-one training:
- €600 (including tax) for the "Essential Package" training course, which consists of three 2-hour sessions.
- €1,200 (including tax) for a "standard package" training course, consisting of 6 two-hour sessions.
- €1,800 (including tax) for an "in-depth" training course, consisting of 9 two-hour sessions.
Depending on the formula chosen, the program elements are more or less in-depth. The number of exercises on offer and the degree of personalization are greater in the classic and in-depth formulas.
Group training:
To be determined with the sales department
If you are interested in this training program, please contact us at info@orientaction.com for a quote.
Exhausted managers: when leadership becomes an endurance sport
1. The invisible spiral of managerial burnout Managerial burnout does not just happen [...].
7 min. reading
The manager facing AI: how to support humans in an automated world?
1. AI, a new player in management The artificial intelligence revolution is now affecting all functions [...].
7 min. reading
Leadership and back-to-school: the keys to effective post-holiday management
1. Rebuild collective momentum after the summer break A leader's first task at the [...].
7 min. reading
Management 2025: winning strategies for remobilizing your employees
I. The new challenges facing management in 2025 1. An increased quest for meaning in [...].
7 min. reading
Five examples of authoritarian management: case studies for a better understanding
1. The army: authority as a condition of survival In the military world, authoritarian management is the norm. [...]
5 min. reading
Defining paternalistic management: between protection and control
Definition of paternalistic management Paternalistic management refers to a management style in which the manager acts [...].
5 min. reading
Exhausted managers: when leadership becomes an endurance sport
1. The invisible spiral of managerial burnout Managerial burnout does not just happen [...].
7 min. reading
The manager facing AI: how to support humans in an automated world?
1. AI, a new player in management The artificial intelligence revolution is now affecting all functions [...].
7 min. reading
Leadership and back-to-school: the keys to effective post-holiday management
1. Rebuild collective momentum after the summer break A leader's first task at the [...].
7 min. reading
Management 2025: winning strategies for remobilizing your employees
I. The new challenges facing management in 2025 1. An increased quest for meaning in [...].
7 min. reading
Five examples of authoritarian management: case studies for a better understanding
1. The army: authority as a condition of survival In the military world, authoritarian management is the norm. [...]
5 min. reading
Defining paternalistic management: between protection and control
Definition of paternalistic management Paternalistic management refers to a management style in which the manager acts [...].
5 min. reading