DAY 1: Customer relationship fundamentals - 7 hours

Morning (3h30)

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.

Afternoon (3h30)

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.

DAY 2: Optimizing customer relations and building loyalty - 7 hours

Morning (3h30)

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.

Afternoon (3h30)

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.