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Internal Customer Services

Please remember this is just a sample outline, all of our courses are bespoke and tailored to suit your needs.


Life in organisations is changing rapidly. Departments and their people can no longer work in isolation from others. You and your people probably spend a large proportion of your time working with other parts of the business, sharing expertise, problems and solutions.

Many organisations now choose to outsource specialist or support functions, even though they already have that expertise within the organisation. Why is this? One of the reasons is that outside providers display their expertise and desire to support, to offer real 'customer service'.

As providing service becomes more complex, your expertise grows. To be successful - in some cases, even to survive - it is vital to support your expertise with excellent communication skills and present the right image to your internal customers. It is no longer enough to say 'They know where we are when they want something...'. They may choose to buy it elsewhere! The classic approach of marketing the right services, in the right place, at the right time and at the right price, is as true for internal customers as it is outside.

Participants will leave the programme better able to achieve their own objectives by adopting this trusted, structured approach, using the right skills.

Course Aims

  • Get closer to your internal customers and their needs
  • Build stronger relationships built on competence and trust
  • Market your department's services more effectively
  • Manage client expectations and deliver results that add value
  • Play a larger, more strategic role in the organisation

Course Objectives

By the end of this course delegates will be able to:

  • Be able to measure their own function's degree of customer focus and be able to apply a variety of tactics to get closer to the customer
  • Recognise the power of approaching internal customers in the same way as external customers
  • Be able to apply strategic decision making tools to their own environment
  • Understand the steps in the internal consultancy cycle
  • Recognise the skills required to build effective relationships
  • Be able to plan and run an effective client meeting
  • Understand a variety of methods to solve client problems
  • Be able to develop an internal service level agreement
  • Understand, then have applied the principles of marketing to their own challenges
  • Recognise how to align their department's plans with the organisation's strategy and tactics
  • Understand a range of marketing tactics and how these can be applied to improve performance in any work environment

Course Content

Course content includes:

The Changing Nature of Internal Service Departments

  • A vision for the organisation of the future
  • Expectations of service departments
  • Changing the perception of the role of service departments
  • The real requirements of internal customers
  • How to understand the needs of the internal customer
  • Understanding your strengths and weaknesses as perceived by internal customers
  • Conducting a SWOT analysis

Understanding Your Customers

  • Getting close to the customer
  • Understanding customer needs and expectations
  • Identifying and segmenting internal customer needs
  • How to conduct customer research

Meeting Customer Needs and Expectations

  • Measuring customer satisfaction
  • How well do you do?
  • Talking to customers
  • Identifying the important gaps in delivery and expectation

Tools and Techniques for Gathering Customer Information

  • Surveys
  • Customer panels and focus groups
  • Stimulating customer response

The Consultancy Process

  • The role of the internal consultant
  • Building personal and professional credibility
  • Steps in the consulting cycle
  • Overcoming common problems in the process
  • Critical success factors
  • Agreeing goals and objectives
  • Preparation and planning

Establishing Winning Relationships

  • 'Gaining entry' with key decision-makers
  • Networking for mutual benefit
  • Building rapport and trust
  • Understanding real needs
  • Influencing and managing issues

The Internal Client Meeting

  • Planning and running an effective meeting
  • Getting the right information
  • Questioning and listening for best results
  • Reaching consensus on issues
  • Agreeing what can be done and when
  • Gaining commitment to joint responsibilities

Solving Internal Customer Problems

  • Analysing information collected
  • Problem-solving techniques
  • Brainstorming methods
  • Effective decision-making

Agreeing Effective Solutions

  • Understanding the user's point of view
  • Defining the scope of each project
  • Negotiating strategies and tactics
  • Selling benefits
  • Gaining commitment

Managing Client Relationships

  • Establishing service level agreements
  • Ensuring delivery matches expectations
  • Gaining feedback on implementation
  • Evaluating effectiveness, ensuring satisfaction

Marketing the Service Function

  • Why should you market internally?
  • Raising the profile
  • Getting the message across
  • Aligning the objectives and activities
  • Maximising the value of your department's contribution

Ensuring Your Department Strategy Matches The Organisation's

  • Building a strategic and tactical plan
  • Using a strategic model to ensure alignment
  • Getting agreement from stakeholders
  • Gaining your team's commitment and energy

Case Studies and Exercises

  • Working on a number of case studies
  • A chance to build skills as well as awareness
  • Delegates will be able to raise their own issues and concerns

Tools and Techniques for Effective Internal Marketing

  • Developing a distinctive department brand
  • Clarifying and communicating the vision and values for your team
  • Managing perceptions and expectations
  • Establishing the customer promise

Developing a Marketing Plan

  • Establishing the key messages
  • Planning for communication that works
  • What are the most effective channels for communication
  • Making sure you get feedback

Getting Your Plan of Action Together

  • Working in small groups with tutor guidance, participants will start to prepare the broad outlines of a plan for developing internal relationships and marketing their department within their own organisation


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