Customer Centricity & Empathy - Winning Over the Empowered Customer

Marketing Institute of Singapore - Executive Development


Course introduction

This course will help you to appreciate the importance of focusing on customers and meeting their specific needs. The main emphasis of this course is communication and how effective communication can ensure the establishment and maintenance of customer centric service. Through case studies, video presentation and discussion, participants will be introduced to the principles of customer centric service. This course will also help participants to identify their specific service functions and set targets on performance indicators which they can use to measure and continuously improve their overall service excellence.



Course Benefits


  • Understand customers and map out their specific needs
  • Know the motivation behind customer behaviour and their actions
  • Learn to communicate effectively in order to enhance service levels
  • Learn to make sincere efforts to help customers regardless of outcome
  • Foster a sense of ownership and accountability to build a genuine customer-centric culture



Target Audience


Service personnel at all levels handling face-to-face and telephone contacts.



Course Outline


  • Identifying your Specific Customers
  • Mapping out the customer’s needs
  • Knowing what motivates your customers
  • Group Activity: Identifying customers and their needs
  • Video: The Invisible Customer – How to detect customer needs and provide solutions
  • How Customers Interpret Us (our visual, verbal and vocal responses)
  • Questionnaire to measure current service levels (self-evaluation)
  • Personal Encounters (Participants share negative and positive examples)
  • Four strategies in handling challenging situations with customers
  • Communication skills (verbal skills including the use of positive language and courtesy)
  • Listening and clarifying to enhance empathy and positive relationships with customers
  • Making sincere efforts to serve – Qualities of a good service provider
  • SMILE – Video on how to foster a sense of ownership and build relationships
  • Summary for key learning points and Q&A
  • Action plan for Better Customer Service (Personal goal setting)



Available Course Sessions


Course Date, Time Reg. Closes On
1 05 Apr' 17, 9.00am to 5.00pm 04 Apr' 17 Register Now



Trainer Profile


James Suresh

James Suresh is a trainer, PR consultant and bestselling author. The co-creator of Singapore's comic icon 'Mr. Kiasu', he has co-written a series of comic books as well as authored books on his military career. He develops comic strips for magazines and scripts for multi-media productions. His recent book entitled 'On a Street in Singapore' has won two awards, namely the Sunday Times Best seller and Reader's Choice Award.

James started his career as an army officer and eventually moved into public relations. Following his 15 year stint in the army, he set up a publishing and design company. After five years in the publishing business, James left to pursue his interest in training and PR Consulting. He is a certified EQ trainer with 'Six Seconds Inc' based in the US, and is also an accredited PR practitioner and an NIE certified teacher.

James is an associate trainer at the Marketing Institute of Singapore and a council member at the Institute of Public Relations Singapore. He conducts seminars and workshops in Singapore and the Asian region. James is a member of the Programme Advisory Committee for Royal Melbourne Institute of Technology (RMIT) and a lecturer in public relations for Curtin University. He is also a member of the editorial board for the Army News.



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