Customer Relationship Management

COURSE DURATION 5 DAYS

Date: 26^th – 30^th October 2026

 

Developing Customer Relations Strategy

Introduction

Customer Relationship Management (CRM)is how growth-focused teams build loyalty that lasts. Today’s buyers move fast and expect businesses to keep up. They want personal, connected, seamless experiences at every touchpoint. If you can’t deliver, they won’t hesitate to move on. That’s why CRM has evolved far beyond a digital Rolodex. It’s now the foundation for how modern businesses connect with customers – and grow.

 

A modern CRM helps you:

• See every customer clearly – across marketing, sales, and support
• Automate workflows without losing the human touch
• Move faster, act smarter, and personalize at scale
• Deliver the kind of experience customers remember (and recommend)

 

Great products alone aren’t enough. Customers want fast, relevant, personalized experiences. That’s where CRM shines. When your entire organization works from one shared view of the customer, you don’t just react – you anticipate, adapt, and deliver better

 

This ALARDI Africa training  will highlight:

• Why is good enough just not good enough anymore?
• Why value is a uniquely personal concept (and how to deliver it, time after time)?
• Why are emotional and irrational the new sales models?
• How to carve out a market-defining space for your Enterprise (and how to defend it)?
• How to build world-class experiences that get talked about?

 

Objectives

The objective is to learn and apply the latest scientific and management thinking to the organization’s customer relationships and how to create “Blue Oceans” of strategic differentiation that makes your customers love you and tell others.  We will go far beyond “Good service” (it is no longer “good enough’) and give you tools and techniques to carve out unique and sustainable market positions for your organization and your products or services.

 

By the end of this course, the participants will be able to:

• Understand what the true meaning of value is
• Truly understand the mind of the customer; what does he want?
• Learn how to build processes and systems that deliver sustainable and unique customer value over and over again
• Learn how to communicate, using a common, compelling “voice” across multi-channels and media
• Learn how to be compelling and how to create and then capture sustainable value

 

Organisational Impact

The impact on the organization of attending this Customer Relationship Management training course is huge, and includes:

• Deep understanding of customers and why they behave as they do
• Profound knowledge of the purchase processes of customers and their post-purchase dissonance
• Clear processes and systems for categorizing customers and building bespoke-feeling responses to make each interaction feel personal and unique
• Understanding of the true meaning of value, how it is created, how it can be destroyed, and how to capture it
• A clear understanding of the tools, systems, and processes for engaging with customers, both in the real and virtual worlds
• Practical, actionable tools and processes for repeating customer excellence time and again

 

Personal Impact

The impact of this Customer Relationship Management training on the participants is manifold and includes: 

• Gain an understanding of how human beings think, behave, and react
• Understand how to “read” the mind of the customer to deliver hitherto unrecognized value
• Understand what drives customer behavior and how to satisfy it, every time
• Learn how to develop a common “voice” across all platforms for creating and maintaining a dialogue with customers
• Learn which tools and which techniques to apply to be entirely appropriate in every case
• Learn precisely the steps needed to create compelling, lasting value for your customers, both current and potential

 

Who Should Attend?

The Customer Experience is everything nowadays; the insights in this ALARDI Africa training are vital to anyone interested in customer retention and business growth.  This Customer Relationship Management training is suitable for a wide range of professionals, but will significantly benefit:

• Managers
• Team Leaders
• Supervisors
• Professionals
• Technical Staff
• Team Supervisors
• Department Managers
• Key Account Managers
• Account Managers
• Field Service Representatives
• Brand Managers
• Public Relations Professionals
• Frontline Customer Service Representatives (CSR)

 

 

Training Methodology

This Customer Relationship Management training is highly interactive and encourages delegate participation through a combination of group discussion, role-play exercises, videos, case studies, and breakout sessions.

 

This training course will include benchmarking best practices to model world-class customer service excellence. The comprehensive training course manual has been designed to be practical, easy to use, and facilitate learning. Delegates will walk away from this seminar with the skills, confidence, and motivation they need to develop a world-class, customer-centric organisation

 

Course Outline

DAY 1. Quality, Value, and Customer Experience

What do they want (and why do they want it)?

• Quality is in the Eye of the Payer
• The Pursuit of Value, What is it (really)? How do we create it?
• Inside the Mind of the Customer – Truth and Lies
• Inside the Mind of the Customer – The Irrational Purchaser
• Behavioural Economics – Why (almost) everything you knew about buying and selling is wrong?
• Inside the Mind of the Customer – Why “Do nothing” is such a powerful driver?
• Inside the Mind of the Customer – The Values “Iceberg.”

 

DAY 2. Value Creation, Skills, and Tools

How to create Relevance, Compliance, and Value?

• Forensic Questioning Skills
• Active Listening Skills
• Survey Design
• The Science of Persuasion
• Inside the Mind of the Customer – Personality Types
• Communicating Value

 

DAY 3. Customer Profiling Techniques

 They may all be important, but they are not the same

• Market Segmentation Techniques
• Customer Personae
• Account Classification Techniques
• Finding your Client “Voice” by segment
• “Keep them forever” – Customer Lifetime Value (CLV) Analysis

 

DAY 4. Value Capture

Getting Paid what you are worth

• Building Compelling Value Propositions
• Persuasive Dialogue Techniques
• Getting Your Message Across
• Getting Social – Tools and Techniques for Customer Excellence in a Social World
• Handling Awkward Customers
• Dealing with Difficult Situations
• Building Quantified Brand Propositions

 

DAY 5. Bringing It All Together

Creating an actionable Customer Service Plan going forward

• Competitor Analysis Techniques
• Situational Analysis Tools
• Effective Customer Research Techniques
• Creating an Actionable, Sustainable Customer Service Plan
• Tools, Methods, Systems, and Checklists to Stay on Track
• Summary and Close

 

Certificate

• On successful completion of this course, the ALARDI Africa Certificate will be issued to the participants.

Venue:

 

Kenya-Mombasa                         Cost USD 1800

South Africa -Cape Town           Cost USD 2200

Date: 26^th – 30^th October 2026