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Course in Digital Customer Service Management

Social networks and digital channels have changed customers' behaviour by drastically increasing their expectations. People want to converse with companies via social networks, instant messaging apps and chat and expect to get quick and effective solutions to their problems.

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Formula Professional Courses
Method On Campus - Online
Language English
Financial Aid valid until June 30th
15% OFF

COURSE OVERVIEW

Social networks and digital channels have changed customer behaviours, raising their expectations dramatically. They want to have conversations with brands via social networks, instant messaging and chat apps and expect fast and effective resolutions to their issues. Consequently, time and effort have become the two main drivers by which customers measure a brand’s ability to deliver great… or bad experiences. Service is indeed the new battlefield on which customer loyalty needs to be won. For brands, this is a challenge but also a unique opportunity to transform customer service from an after-sales unit into a profit centre. In fact, by delivering outstanding experiences, brands can stand out from their competitors without the need to lower prices. The key is to seamlessly integrate digital channels while properly training staff members, which implies handling a set of processes and disciplines known as digital customer service. Although more and more brands are investing in it, those that have been successful have been able to consistently measure and control every step of this digital itinerary. This executive course will enable you to smoothly manage this crucial transformation of your customer service and, ultimately, of your whole business.

Recipients

The course is aimed at those who wish to acquire a specific competency in digital customer service management:

  • Customer service/call-centre managers or supervising directors
  • Digital Marketing Managers
  • Graduates in communication sciences, marketing, and public relations interested in acquiring specific skills

Course Description

This course will build and train ‘Digital Customer Service Managers’—brand new professionals with the digital skills needed to transform customer service from a cost a to profit centre within their organizations. Main operational goals:

  • Increasing customer loyalty and advocacy
  • Gaining customer productivity from customer service staff
  • Taking advantage of digital channels to lower the average cost per interaction

Implementation: Seamlessly integrating digital channels (social networks, apps and chats) into customer service/call-centres

Contents

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  • The evolution of customer service channels
  • The revolution of online conversations
  • Who social/mobile customers are and what they expect from you
  • The new battlefield: from price to service
  • Social Customer Service (SCS): main strategic and operational goals
  • Why I should integrate digital channels into my customer service/ call centre
  • The pillars of an effective SCS
  • Workshop with videos, case studies, exercises
  • Learning the customer’s omni-channel journey
  • The role of the customer experience in online conversations
  • The three customer experience dimensions
  • KPIs: finding the perfect mix to align business goals and customer satisfaction
  • How to protect your brand reputation by managing tricky online conversations
  • Email is not dead: how to optimize the use of traditional channels
  • How to choose and integrate social networks, instant messaging apps, live chatrooms
  • The identikit of the Digital Customer Service manager (skills/abilities)
  • Getting top management onboard
  • Leading a successful digital customer service team
  • The role of internal communication
  • Setting goals
  • Active listening (social listening)
  • How to choose digital channels (Focus on social media, apps, chatrooms)
  • How to hire the best staff for your digital customer service team
  • How to train your team
  • Social media policies and guidelines
  • How to choose your KPIs
  • The must-haves of an omni-channel platform
  • The ROI of Social Customer Service
  • Workshop: Exercises, Omni-channel platform provider, Testimonial case study
  • Dos & Don’ts in chat assistance
  • The rocking duo: app + chat bot
  • Structure of an interaction via chat bot
  • How to instruct a chat bot
  • From virtual to human agent (defining escalation criteria)
  • Workshop: Exercises, Testimonial case study

Course duration

24 hours Face-to-face classroom or online course, full-time or part-time mode

RBS Experts

Ciceri_professor
Andrea Ciceri Founder & President SenseCatch

Dr. Andrea Ciceri is a leading expert in consumer psychology, neuromarketing, and research methodologies, with over 15 years of professional experience. He is the Founder and President of SenseCatch, one of the top companies in the field of neuromarketing, and serves as the Program Director for the International Master in Neuromarketing and Customer Experience at Rome Business School. Dr. Ciceri holds a Ph.D. in Communication and Markets from the IULM University of Languages and Communication, where he also conducted postdoctoral research, specializing in neuromarketing. His studies have had a significant impact on topics such as eye tracking, visual marketing, and the application of neuroscience in business, with a particular focus on consumer behavior and decision-making processes. He has extensive teaching experience, having taught at both doctoral and master’s levels and collaborated internationally with prestigious institutions such as Copenhagen Business School. His work has been published in top-tier academic journals, and he has contributed to numerous global projects in the neuromarketing field, solidifying his reputation in both academic and corporate environments. Dr. Ciceri’s expertise helps companies leverage neuroscience to gain objective market insights, optimize customer experiences, and improve decision-making strategies.

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Camilla Carrega Bertolini​  Program Director of Master in Tourism Management

Mentor for Startupbootcamp FoodTech which is the leading accelerator of startups supporting and scaling companies innovating and disrupting the food industry where she is mentoring in everything related to food and wine management, business model, international education. She’s also Property Owner Chief Operating Officer at Volognano,  and  free consultant in branding and communication strategy for Food and Beverage companies.

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Francesco Landolfi Program Director of Master in Marketing

Senior Partner at Arventia Capital ​with over 20 years of experience in Sales, Marketing and Management. ​Matured all his professional career developing and managing innovative and high-tech projects in two main industries Information Technology and Healthcare. Francesco held several Sales Marketing managerial positions in multinational companies such as Microsoft, IBM Baxter. He ran as Managing/Senior Director innovative entrepreneurial projects for startups and small enterprises. Today, he is Senior Partner for Arventia Capital, a firm involved in private equity and venture capital investments. He’s also Senior Advisor on eHealth innovation projects at Arthur D. Little

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