Brandon Hall Group™ commends Imparta's i-Coach AI Sales Enablement Platform →

CLC

Creating Loyal Customers

Creating fans of the brand to drive loyalty

For those in a service, helpdesk or customer-facing role, helping to drive loyalty, retention and creating fans is essential for the business.

CLC Overview

Creating Loyal Customers (CLC) focuses on how to create personalised interactions, connecting on an emotional level and being able to understand the impact of reciprocity in creating genuine, trustworthy value.

The programme also focuses on how to help the customer think ahead and create contact plans that build engagement and create a Trusted Advisor relationship that will enhance customer value.

Participants will explore how to interact with customers when proactively engaging with them to gather their views. The programme will also focus on providing the skills and techniques to make the customer feel heard and create collaborative action plans with the customer to resolve any issues/complaints if necessary.

This modular course is based on more than 20 years of quantitative, qualitative and field-based CX research. It forms part of Imparta’s 3D CX Curriculum, which helps CX and Service professionals deliver a differentiated customer experience.

This highly interactive programme develops lasting skills and CX techniques through a comprehensive set of simulated activities, application and real-life exercises, tools and reinforcement techniques within Imparta’s continuous improvement ecosystem.

Course Overview

Key training topics include:

  • Proactively engage with customers to gain their views and make them feel respected and valued.
  • Explore and demonstrate techniques to gain commitment to the next steps and understand/appreciate the customer’s feedback, creating customer loyalty on an ongoing basis.
  • Be able to create personalised and tailored customer interactions through previous knowledge of customers and an interest in them as individuals.
  • Explore ways to humanise your customer conversations – focusing on current and future life events you can support.
  • Create a clear contact plan with agreed timings and preferred contact channels with the customer.

Impact

The Creating Loyal Customers™ training programme will help to support the delivery of NPS/CSAT results and drive retention of customers.

It will help you focus on key metrics that include:

  • NPS
  • CSAT
  • Loyalty and customer retainment

Making the Customer the Hero

This is an example concept from the Creating Loyal Customers module, which can be delivered in eLearning and instructor-led formats.

CLC

Who is it for?

This programme is suitable for those who deliver service interactions to B2B or B2C customers with a need to differentiate the conversations to create a positive customer experience and resolve customer issues & challenges in a structured customer-centric approach.

The course is designed for both inbound and outbound service roles, helpdesks and any customer-facing role.

Formats and Duration

The programme is part of Imparta’s CX modular curriculum.

It is available as:

  • eLearning (full modules, plus individual assets that can be embedded into playbooks).
  • A 2-day instructor-led face-to-face workshop.
  • 4 four-hour virtual instructor-led sessions.
  • Flipped learning where the classroom is used to focus on application.
  • Modules that can be combined with other courses.

The programme also includes competency definitions, application tools, measurement and reinforcement tools, including nudge questions and manager coaching guides to make the new skills stick.

Application Tools

Application tools (Canvases) are available in print, editable PDF and Excel versions.

The Canvases help attendees to embed their new skills and to apply them to delivering a differentiated service experience to improve NPS, CSAT and customer loyalty.

Mastering the Customer Conversation Core
The 3D CX Mindset
Recognise the importance of your own mindset in delivering great customer experiences. Influence your mindset through techniques such as conscious choice and pattern interrupts.
Mastering the Customer Conversation Core
Understanding Customer Emotions
Understand customer behaviour and which emotions drive delight. Assess their emotional start point and know the importance of peak moments and endings.
Mastering the Customer Conversation Core
Welcome Me
Deliver the Triple A welcome to begin lowering tension and building trust from the very first moment of the customer interaction.
Mastering the Customer Conversation Core
Know Me
Understand the customer's situation by framing and signposting questions. Ask the five key question types to uncover needs accurately.
Mastering the Customer Conversation Core
Help Me
Guide the customer to a best-fit solution or next steps. Handle objections and gain commitment while maintaining trust.
Mastering the Customer Conversation Core
Keep Me
Make it easy for the customer by reducing effort, anticipating issues, and creating a memorable positive ending to the interaction.
Mastering the Customer Conversation Core
Adapting Communication Style
Lower tension and build trust quickly by adapting your approach and communication style to each customer's preferences and personality.
Mastering the Customer Conversation Core
The Service Journey
Know where your customer is within the service journey, how to identify opportunities if appropriate, and how to gain agreement to next steps.
Solving Problems Core
The iDEAL Framework
Work through the five-step problem-solving process: Identify, Diagnose, Explore, Agree and Learn from every customer issue.
Solving Problems Core
Diagnosing Root Causes
Go beyond symptoms to identify the real root cause of customer issues. Use structured questioning to understand what went wrong and why.
Solving Problems Core
Exploring Solutions
Generate and evaluate solution options collaboratively with the customer. Balance speed of resolution with quality of outcome.
Solving Problems Core
Reducing Customer Effort
Minimise the effort customers need to expend to resolve their issue. Anticipate barriers and proactively remove friction from the process.
Handling Difficult Situations Core
Recognising Customer Emotions
Identify and acknowledge customer emotions accurately. Understand the difference between surface emotions and underlying frustrations.
Handling Difficult Situations Core
The 8-Step Framework
Use the structured eight-step approach to gather the right insight, influence the right outcome, and maintain trust throughout difficult interactions.
Handling Difficult Situations Core
Managing Escalations
Know when and how to escalate effectively. Manage the customer through the process while maintaining ownership and trust.
Handling Difficult Situations Core
Owning to Resolution
Identify, acknowledge and own the issue through to resolution. Apply the right techniques at the right time to rebuild trust and prevent detractors.
Empowering Customer Decisions Advanced
Understanding Personal Impact
Understand how your behaviour, tone and approach impact customer decisions. Adapt your style to guide rather than push.
Empowering Customer Decisions Advanced
Selling Through Service
Identify and act on natural upsell and cross-sell moments within service interactions, without breaking trust or feeling scripted.
Empowering Customer Decisions Advanced
Guiding Without Pushing
Use behavioural economics principles like framing and anchoring to help customers make confident decisions that serve their interests.
Empowering Customer Decisions Advanced
Adding Value in Every Interaction
Move beyond transactional exchanges to deliver meaningful value that differentiates the customer experience and drives loyalty.
Building Trusted Connections Advanced
The Trust Equation
Map each customer relationship to the Trust Equation. Understand credibility, reliability, intimacy and self-orientation as levers.
Building Trusted Connections Advanced
Becoming a Trusted Advisor
Create an action plan to move from transactional service provider to Trusted Advisor. Build deep customer relationships through Insight, Influence and Trust.
Building Trusted Connections Advanced
Asking the Right Questions
Engage with customers by asking the right questions to build rapport, uncover needs, and maintain strong relationships over time.
Building Trusted Connections Advanced
Customer-First Mindset
Reinforce the mindset of putting the customer first. Leverage the 3D Advantage to think Insight, Influence and Trust in every interaction.
Creating Loyal Customers Advanced
Personalising Interactions
Create personalised interactions that connect on an emotional level. Understand the impact of reciprocity in building genuine value.
Creating Loyal Customers Advanced
Proactive Customer Engagement
Engage proactively with customers to gather their views and make them feel respected and valued, even before issues arise.
Creating Loyal Customers Advanced
Collaborative Action Planning
Create collaborative action plans with the customer to resolve issues, build engagement, and create Trusted Advisor relationships.
Creating Loyal Customers Advanced
Driving Referrals & Advocacy
Understand the value of a referred customer. Ask for referrals naturally at the right stage in the conversation to promote advocacy.
Creating Loyal Customers Advanced
Building Contact Plans
Help the customer think ahead and create contact plans that build ongoing engagement and enhance lifetime customer value.