Enhance the client experience across client handling teams. Client: ClickThrough Marketing – Integrated Marketing Specialists

ctm case study

Benefits Achieved

  1. Renewal of client contracts and winning pitches for work with new and existing clients through strong brand image and performance.
  2. Clarity and understanding of ClickThrough Marketings’s (CTM) brand image and core values, together with key behaviours required to support these.
  3. Structured client meetings with a clear beginning, middle and end creating a professional proactive approach to client meetings.
  4. Greater client involvement in meetings resulting in conversations rather than presentations, improved understanding of client needs, achievement of client goals and harmonious relationship building.
  5. Clarity and distinction of roles and responsibilities during client meetings for chairperson, participants and clients.
  6. Meeting agendas introduced with multiple benefits:
    • provide clarity of meeting purpose.
    •  inform of roles and responsibilities with task and preparation requirements.
    • achievement of meeting purpose through tight control of timings and agenda.
    • proactive rather than reactive meeting management.
  7. Greater rapport built with clients together with greater confidence and trust.
  8. Positive professional body language during client meetings online as well as face to face, creating a positive confident image.
  9. Reduction in the use of negative words and phrases such as ‘not much of an update from me this week’; ‘that one’s a bit trickier but we should be able to do it’; ‘unfortunately’; ‘I’m afraid’; ‘the only thing I can do is’ has resulted in much more confidence being portrayed to clients.
  10. Ability to handle challenging client questions by choosing to clarify, compliment, answer fully, bounce, take offline, and check back with the client.

‘Neville has delivered training across our business and I’ve seen first-hand the relevance of this and how it has positively impacted the team. Neville is engaging and respected and this helps him to achieve great results, the training is engaging, relevant, brings out the best in people and also there is a lot of laughter which is great to hear.’
Debbie Bissell – HR & Operations Director

How we did it

We provided a bespoke solution which met the requirements of CTM’s brand, the development needs of their staff and the service needs of their clients. We followed four key steps:

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1.Research

First we got to know the current service offering and standards of service being provided by CTM and became familiar with their core values, job roles functions, client demographics, and culture:

  • Brand statement and personality.
  • Core Values.
  • Job roles and responsibilities.
  • Review of website and documentation accessible by the client base.
  • Analysis of current service standards being offered by:
    • review and analyses of online recordings of client meetings with staff interacting with clients.
    • meetings with senior management team.
    • meetings with a cross section of management and non-management staff to gain their input, as well as build relationships for future commitment to the development programme.

2.Designed a development solution based on the findings in the Research phase

A client experience skills development programme was designed which supported CTM’s brand and core values. This included:

  • the development of a ‘call / client meeting standard’, introducing a structure to client meetings and core competences and behaviours to provide an exceptional client experience.
  • presentations made to all line managers to provide an overview of the development programme’s goal, to introduce CFA Training and to gain buy-in to their role in providing input to the design, and to support learning back in the workplace.
  • a half day management workshop introducing the call / client meeting standard, key competences and link to the brand values.
  • a one-day coaching skills training course for line managers based on the call standard and key competences.
  • a 2-day Client Experience Skills development programme for all client facing staff.
  • all learning styles were catered for in the training, with the inclusion of real work based case scenarios with real workable tools and techniques.

3.Delivered the bespoke Client Experience Skills development programme

  • Delivered training to approximately 60 employees in interactive workshops, utilising practical role play sessions with real client scenarios.

4. Review and evaluate the development programme

An important step was to review and evaluate the development programme to ensure we’d hit the objectives. This was carried out at certain milestones in the project to check progress and also at the end by:

  • evaluating the training and obtain feedback from delegates and key stakeholders.
  • obtaining feedback on staff performance and client feedback from senior management team.

In Summary

CFA Training designed and delivered a soft skills training programme which ensured staff felt supported and didn’t feel patronized by attending a training course. CFA ensured the training was interactive and staff came away feeling listened to and involved in both the design and delivery of the programme.

All roles within CTM were taken into consideration and different learning styles catered for.

We ensured the training was not gimmicky, no party hats or balloons, but aimed to involve everyone and focused on real-life tips to meet the aim of developing staff so that they can provide an exceptional client experience.

The success of the programme was rewarded by CFA being asked to run a refresher programme for existing and new staff 12 months later to refocus and re-energize staff towards providing exceptional client experiences.

‘Neville’s Client Experience Training was amazing! He made us all feel so comfortable and the activities were all very impactful and fun! I didn’t think I would be able to stay focused for a whole day of training but Neville made it
easy :)‘
Ruby Waplington – Front End Developer at CTM

‘I highly recommend Neville to anyone who is looking for any form of customer service training. Neville is one of the most engaging and passionate trainers I’ve ever had the pleasure of working with. He takes the time to really understand
your business and puts together a bespoke training and coaching programme. Sessions are engaging and really support individuals in understanding how to bring to live an improvement in day-to-day customer service. Thank you so much!’
Zoe Adkins – CTM Client Director

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