Course Topics

Managing and Developing Customer Relationships

Course Overview:

In today’s customer-oriented business environment people skills are critical for personal and organizational success. How customers are handled directly affects your individual goals as well as your teams and company’s performance.

Understand the critical impact of internal customer service and the deliberate and proactive management of external customer relationships. Focus on delivering the highest level of both internal customer service and thus delivering a quality job. 

Fundamental to providing effective customer service in business-to business (B2B) and business-to-consumer (B2C) relationships; organisations need individuals with the right relationship skills to satisfy these demands. Having a sound grasp of customers’ needs, intentions and behaviors and improving the effectiveness and rewards of long term relationships.

Convert prospects into loyal customers, you need to know them and give them what they want. Provide the right information and communicate with them in an manner relevant to them.

Who will benefit from attending this Training?

Customer Services Personnel, Call centre staff, sales and business development staff, Sales executives and anyone who provides services to external or internal customers. 

Course Outline:

For more information or a full course outline email us at  with your requirements.

Course Outline:

DAY 1 – Delivering World Class Customer Service

  • Introduction to World Class Customer Relationships
  • What is Customer Care
  • Definition of your customers – internal and/or external
  • Moments of Truth
  • Internal Customer Service
  • Identify Internal and External Customers
  • Appreciate that Internal Service is just as important as External Service
  • Relationships with existing customers - how healthy are they; how do we identify how they feel about us?.
  • Contrasting successful and difficult customer relationships - what can we learn from successful relationships to improve the difficult ones?.
  • The principles of exceptional customer service - what it takes to provide exceptional customer service.
  • "The Likeable Organisation" - what it is and how to enhance your personal attributes to achieve.
  • Personal qualities required to build effective customer relationships.
  • Key communication skills.
  • Handling difficult, demanding and complaining customers - understanding a technique to help in these difficult situations.
  • Role of transactional analysis in customer relationship management - what might be happening between the customer and ourselves that causes conflict.
  • Balancing our needs to increase income from customers with improving customer relationships.
  • The key stages of customer relationship best practice -self-assessment and development areas.

DAY 2 – Communications Shills in a Service Environment

  • Introduction to Communications
  • What influences how we communicate
  • Verbal communication
  • Build on Your Listening Strengths
  • Reduce Your Listening Liabilities
  • Identify Your Customer’s and Your Own Listening Style
  • Appreciate the Power of Words
  • Avoid Creating Negative Impressions with Words
  • Use Persuasive Language Patterns
  • Stand Out on the Telephone
  • Building Rapport with Customers
  • Choosing our behaviour
  • Use of Body Language
  • Expand your Communication Skills
  • How to stay results focussed in a customer interrupt situation
  • Recognise and respond effectively to specific customer behaviours
  • Why customers complain
  • Complaints handling processes
  • Understand the Physiology of anger
  • Key Learning
Personal Development:
  • Action planning - the essential next steps
  • Continuous professional development - what next?
Key Benefits
By the end of this course you will be able to:
  • Define customer care and customer satisfaction
  • Manage customer expectations, both internally and externally
  • Identify the components of communication
  • Build rapport by identifying a customer model of the world and representation systems
  • Understand customer behaviour
Training Methodology:

This is a workshop not a lecture.  There will be formal presentational inputs but interspersed within these will be case studies, examples from a variety of industries (in many cases consulting assignments from the workshop leaders’ own experience).  Delegates will have presented to them a variety of tools and approaches designed to make analyses and therefore action, easier.

The programme will be experiential, delegates will conduct role-play exercises and will be taught and encouraged to coach each other (teaching someone else is the very best way to learn something).  The programme recognises that people have different learning styles and will use a variety of methods, styles and approaches to ensure that learning is maximised and ultimately turned into action.

We can come to you !

Did you know Synergy can come to you and deliver this workshop ‘In Company’ at your own venue or location. If you have three or more people who you would like to benefit from attending this workshop our trainer can travel to you and deliver the same specification of course for your staff at a fraction of the overall cost.

If you’d like to know more about this option email us at   – our operations team manages all of our ‘In Company’ events and we can talk you though the logistics, pricing and whether you’d like the workshop as advertised here or something tailor made just for your business.

We have several packages on offer so contact us today.

What is Continuing Professional Development (CPD)?

Continuing Professional Development (CPD) is a personal commitment to keeping your professional knowledge up to date, improving your capabilities, proving commitment and competency in your profession. It focuses on what you learn and how you progress throughout your career, helping you gain more credibility within your industry, with your employer, clients and gain competitive edge over your peers.

Being actively committed to CPD may in the future:
  • Improve your Resume
  • Maintain professional recognition
  • Showcase your achievements, attributes and your brand
  • Accelerate your career prospects
  • Deliver job satisfaction: ensuring you are Career focused
  • Reassure your Employers and Stakeholders that you are upto date and competent
How do I gain CPD recognition:

By attending Synergy Courses you can be assured that attendance, completion and certification will be rewarded by CPD points. To help advance your professional status CPD recognition is awarded on both public workshops and in-house courses, being dependent on the number of hours spent learning. On request Synergy Training Group will provide a certificate of attendance for you to use as evidence and to attach to your record card.

A number of our courses are accredited, endorsed or approved by a number of Learning & Development and Professional Bodies and Associations for more detail please contact us at 

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