Customer service is the baseline. Customer experience is what keeps clients loyal and turns them into advocates. The Sales Institute’s Mastering the Customer Experience programme is grounded in the latest insights from neuroscience and psychology. Giving customer-facing teams the specific skills to build connections so strong that customers not only stay, they tell others.
The programme is built around six evidence-based pillars of customer experience, drawn from KPMG research into what drives customer loyalty and advocacy. Each module is practical and immediately applicable to real customer interactions.
The difference between customer service and customer experience, and why it matters commercially. The benefit of building meaningful connections, what it takes to deliver them consistently, and an overview of the six pillars and how the programme works.
How to use individualised attention to drive an emotional connection. Personalising greetings, building rapport, putting customers in control, surprising them with relevant gestures, and making every customer feel valued and important.
How to invest time in genuinely listening and providing the right emotional response. Active listening skills, sharing relevant experiences, treating customers as a priority, taking ownership of issues, and demonstrating that you care.
How to make every customer interaction as effortless as possible. Giving clear, simple instructions, minimising steps to resolution, limiting waiting time, providing answers proactively, and advising customers of potential issues before they arise.
Complex sales involve multiple decision-makers. This module develops the capability to influence beyond the primary contact.
How to turn a poor experience into a great one. Giving a warm and sincere apology, defusing conflict, owning the resolution, surprising customers with how well the issue is handled, going the extra mile, and providing consistent follow-up.
How to build deep trust through consistent, honest behaviour. Acting in the customer’s best interests, being competent and likeable, doing what you say you will, and avoiding over-promising.
The communication skills that underpin every other pillar. Principles of effective communication, how to communicate well over the phone, making good notes, best practices for email, rules for WhatsApp, and how to follow up internally.
Delivered at your premises anywhere in South Africa
Via Microsoft Teams, same content and facilitation quality
Structure and timing confirmed during scoping
The Sales Institute has spent over 25 years perfecting sales performance for the world’s leading brands. Our Certificate in Professional Selling has been trusted by sales teams at some of the world’s most recognised companies for over 25 years.
This programme is designed for anyone who is customer-facing or responsible for managing customer-facing teams — including contact centre staff, account managers, sales professionals, and support teams.
The programme is built around the six pillars of customer experience identified in KPMG research into customer loyalty and advocacy, combined with insights from neuroscience and psychology on how meaningful connections are formed and sustained.
Yes. The programme is delivered onsite at your premises across South Africa or virtually via Microsoft Teams, with the same content and facilitation quality in both formats.
Contact us directly and we will structure the programme around your team size, experience level, and scheduling requirements.
