Customer Relationship Management


No schedule at the moment

If you have three or more candidates or you would like to run this course as an in-house programme, please contact us.


Explore the pillars of CRM – People, Processes and Technology.

Customer Relationship Management is a broadly recognised, widely implemented strategy for managing an organisations interactions with customers, clients and sales prospects. The purpose of the course is to provide delegates with fundamental theoretical and practical knowledge in various concepts of customer relationship management which are necessary when interacting with internal and external stakeholders.


Customer service managers, executives and anyone who is involved in enhancing customers’ experience, improve relationships, and heighten customer satisfaction to increase profitability.


  • Understand CRM and the competitive advantage it provides
  • Understand CRM and the competitive advantage it provides
  • Identify who are your customers
  • Recognise the importance of ‘first impressions’
  • Understand exceptional CRM
  • Explore CRM techniques
  • Review examples of exceptional customer service
  • Understand the consequences of poor service
  • Identify ways to improve the quality of customer care
  • Know the importance of effective Communications
  • Understand the importance, and use of, the telephone in delivering exceptional customer service
  • Learn how to turn complaints into opportunities
  • Assertiveness Skills
  • Know how to handle difficult situations
  • Understand the importance of building long-term relationships with customers


Below is an example of the course content. The content can be ‘tailored’ to meet the exact requirements of the client.

Customer Relationship Principles
  • What Is CRM?
  • Key Customer Relationship Management Principles
  • Defining and Segmenting Customers
  • The ‘Customer’ Value
  • CRM Do’s and Don’ts
  • Features of Good CRM
The Role of Customer Relations Management (CRM)
  • Your Role to Customers in Relationship Management
  • Your Role to Stakeholder in Relationship Management
  • Building Customer Relationships
  • Enhancing Relationships with Stakeholders
Service Delivery
  • How Effective is Your Customer Care?
  • How to Create ‘Customer Delight’
  • Planning the Outgoing Call
  • Owning the Problem
  • Assertiveness
  • Handling Difficult Situations
Relationship-Building Strategies
  • Effective Communications
  • The Use of Voice Over the Phone
  • Staying Effective on the Telephone
  • Making a Lasting Impression
  • Building Long-Term Relationships with Customers
  • Establishing Effective Strategies
  • Using the Resources Available
  • Developing a Personal Action Plan
  • The Role of Teams and Individuals
CRM Strategy
  • Developing a CRM Strategy
  • CRM ‘Tool Kit’
CRM in your ‘Organisation’
  • Customer Relationships
  • Customer Retention and Profitability
  • Customer and Business Value
  • Measuring Customer Satisfaction
Managing CRM
  • Implementation
  • Monitoring
  • CRM Tools and Software
  • CRM Moving Forward
  • CRM Action Plan
Managing Customers’ Needs and Expectations
  • Understanding Customers’ Needs and Expectations
  • Understanding Stakeholders Needs and Expectations
  • Customer Needs and How to Identify Them
  • Managing Expectations
  • Communication Skills and Styles of Effective CRM Providers
  • Building Relationships with Customers and Stakeholders
  • Nonverbal Communication
  • Identifying Customers and Stakeholders Preferred Communication Style’
Active Listening and Questioning Skills
  • What is Active Listening?
  • Developing Empathetic Relationships as a Tool for Effective Influence
  • Questioning Techniques
  • Understanding, Establishing and Re-establishing Customer and Stakeholders Needs


The foundation of our training is anchored in activity-based experiential learning. This methodology takes into consideration different learning and communication styles, and more importantly language and cultural differences. It is through active participation that the adoption and application of theory is expedited.

Our training team pays careful attention to planning and designing effective instructional methods essential for the transfer of knowledge. It is the creative skill of our management trainers and consultants that reveal untapped skills of the delegates through:

  • Group discussion
  • Individual and syndicate activities
  • Individual and group tasks
  • Case studies
  • Role plays
  • Audio and video evaluation
  • Action planning
  • Experiential learning games
  • Presentations

callback request

Your Name

Contact Number




How did you hear about us?

Abu Dhabi

P.O. Box 44705, Abu Dhabi,
United Arab Emirates
Phone: +971 2 6740340
Fax: +971 2 6743554

Tax Registration Number:
for VAT purposes, only in the UAE


P.O. Box 334058, Dubai,
United Arab Emirates
Phone: +971 4 2566414
Fax: +971 4 2566424

Tax Registration Number:
for VAT purposes, only in the UAE