Digital Customer Service Management


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.  


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  


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 to successfully integrate social networks and apps into customer service


[su_spoiler title="Introduction to the course" open="yes" style="fancy"]
  • 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
[/su_spoiler] [su_spoiler title="How to strategically leverage Customer service" open="yes" style="fancy"]
  • 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
[/su_spoiler] [su_spoiler title="The call-centre digital metamorphosis: from cost centre to omni-channel hub" open="yes" style="fancy"]
  • 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
[/su_spoiler] [su_spoiler title="Building a digital customer service hub" open="yes" style="fancy"]
  • 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
  • [Live testimonial] A brand telling its successful SCS story
  • Workshop: Exercises, Omni-channel platform provider, Testimonial case study
  [/su_spoiler] [su_spoiler title="Focus on instant messaging apps" open="yes" style="fancy"]
  • 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)
  • [Case study in the classroom] testimony CEO integrated platform app and chat bot
  • Workshop: Exercises, Testimonial case study

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. The teacher of this course, Paolo Fabrizio, is a customer service pioneer. In the '90s he took part at the start-up of the first online insurance company in Italy. In 2013 he launched, the leading digital customer service blog / podcast. Consultant, trainer and author, in 2015 he wrote the first italian book on Social Customer Service. Keynote speaker at customer service events in Italy and abroad. The course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  • On campus
  • On line, via a cutting-edge web platform
  • In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

© Rome Business School. All rights reserved.

Privacy Policy - Cookie Policy
Request information