Introduction
The programme “Customer Service for Sales and Marketing” develops professional practice in Customer Service. It connects the subject with workplace challenges by examining existing evidence and practices and choosing methods appropriate to the organization and its available resources.
The learning progresses from customer experience development and complaint handling to procedure analysis and work simplification, with practical work on sales management, negotiation, and relationship development, market analysis and marketing strategy development, professional communication, negotiation, and conflict management. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Design a service journey and complaint response based on customer needs and follow-up evidence in an application related to “Customer Service for Sales and Marketing”.
- Build a sales process connecting opportunity qualification with customer needs and disciplined follow-up.
- Design a marketing direction based on a defined segment and measurable value.
- Select a communication and negotiation approach that addresses interests and preserves professional relationships.
- Redesign a procedure to reduce delays and rework while maintaining controls.
Learning areas
1. Customer Experience Development and Complaint Handling
- Define customer groups, expectations, and touchpoints, and map an actual journey including waiting, effort, and information exchange.
- Analyze the voice of the customer, complaints, and feedback, classifying recurring causes and linking them to the process, product, or communication channel.
- Set response, resolution, and escalation standards that consider the problem's impact, staff authority, and message clarity for the customer.
- Simulate a difficult service situation, applying listening, empathy, and fact verification, and offer a feasible solution or alternative.
- Build indicators for resolution time, complaint recurrence, and experience quality, and use results to address root causes and monitor impact. The application examines a case related to “Customer Service for Sales and Marketing”.
2. Sales Management, Negotiation, and Relationship Development
- Identify the right customer and qualify the opportunity in terms of need, decision-making, budget, and timing, documenting missing information.
- Conduct a discovery interview focused on the customer's problem and intended result, distinguishing the stated request from the actual need.
- Write a proposal connecting the solution to value, evidence, scope, and terms, and address objections through questions and checks on understanding.
- Prepare a negotiation identifying interests, alternatives, and authority limits, and document both parties' commitments and the closing and handover steps.
- Manage follow-up in an opportunity register with evidence-based forecasts, and measure conversion, sales cycle length, and relationship quality after delivery.
3. Market Analysis and Marketing Strategy Development
- Analyze the market, competitors, and customers using appropriate data, and identify sample limitations and assumptions requiring testing.
- Segment the market, select the priority segment, and describe customer needs, behavior, and decision-making criteria.
- Build a clear value proposition and positioning, connecting them to service features and evidence supporting the marketing promise.
- Select the channel mix, content, and budget according to the customer journey, and define messages suited to each stage without overstating claims.
- Prepare a campaign pilot with reach, engagement, conversion, and cost indicators, and analyze results to adjust targeting, messages, and resource allocation.
4. Professional Communication, Negotiation, and Conflict Management
- Analyze the communication objective, audience, context, and sensitivity, and select the channel, message, and timing to support the intended result.
- Practice listening, checking understanding, and questioning, and distinguish facts from interpretations and personal assumptions.
- Identify the parties' interests, limits, alternatives, and comparison criteria, and prepare a list of negotiable points.
- Handle objections and disagreements by reframing the problem, generating alternatives, and documenting agreements.
- Simulate a communication or negotiation situation, assess message clarity and response quality, and plan improvements for subsequent practice.
5. Procedure Analysis and Work Simplification
- Define the procedure's start, end, owner, inputs, and outputs, and collect data on processing time, waiting, and rework.
- Map the actual workflow between roles, identifying approvals, handovers, bottlenecks, and duplicate data entry.
- Analyze the value added by each step and the controls it provides, and propose combining, removing, or running steps in parallel with reasons for the choice.
- Document the improved procedure with clear authorities, forms, timelines, and standards, and review its effects on beneficiaries and delivery teams.
- Test the procedure on a limited case, measure time, errors, and output quality, and document adjustments and the rollout plan.
Practical outputs
- A customer journey map, complaint response guide, and service quality cards.
- A customer account plan, opportunity pipeline, and proposal and follow-up template.
- A marketing plan covering segments, value proposition, channels, and outcome measures.
- A communication plan, interests matrix, and actionable negotiation scenario.
- An improved procedure map, service profile, and acceptance criteria for implementation.
Who should attend
- Practitioners, specialists and supervisors whose work relates to the programme subject.
- Managers and teams working in customer service, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “Customer Service for Sales and Marketing” within their organizations.
Prerequisites
- Working familiarity with the programme field and the ability to discuss a professional case or challenge.
- Confirm the suitability of your experience and any specialist prerequisites with the Union before participation.
Conclusion
The programme “Customer Service for Sales and Marketing” brings together concepts, case review and a practical application. Participants prepare steps that can be adapted to their responsibilities and organizational resources, with an indicator to follow application and review results after returning to work.
Participation arrangements and any special requests are specified in the confirmation issued by the Union.