Course sheet · 2027 catalogueSoft skills
Customer Orientation: Listen, Respond, Retain
One day to put the customer at the centre of daily work, including in functions that do not sell. Participants learn to listen for the real need of an industrial client or a distributor, to answer a request or a complaint with commitments that are kept, to turn an incident into a chance to build loyalty and to bring the voice of the customer back inside the company. The cases come from industry, distribution and after-sales service.
Duration1 day
Request a quoteObjectives
- Explain what builds loyalty in a professional customer: reliability, responsiveness, an identified contact, problems solved
- Identify the real need behind a request, an order or a complaint
- Answer a customer with a precise, realistic and followed-up commitment
- Handle a complaint or an unhappy customer in a way that preserves the relationship
- Feed customers’ expectations and dissatisfactions back to the departments concerned
Programme
Day 1 — morning
- Internal customer and external customer: who serves whom, from order taking to delivery and after-sales service
- What makes a professional customer leave: broken promises, silence, being passed from one department to another
- Listening: discovery questions, rephrasing, the need behind the request
- Exercise: analyse three real exchanges with customers (emails, calls, complaints)
Day 1 — afternoon (workshop)
- Answering and committing: lead time, solution, contact person, written confirmation
- Complaints: receive, analyse, respond, check that the answer solved the problem
- Building loyalty: follow-up after delivery or intervention, informing the customer before they discover a delay
- Workshop: role plays on an industrial customer’s complaint and a service improvement plan
Teaching methods
- Analysis of real exchanges with your customers, anonymised
- Cases from manufacturers, distributors and after-sales services: a late delivery to a retail chain, a non-conforming batch, equipment down at a customer’s site
- Phone and face-to-face role plays with an unhappy customer
- Cross-department work on the path of an order or a complaint
- Customer service improvement plan built by the team
Assessment and documents
Knowledge test and a role play handling a complaint, post-training evaluation at D+1. Numbered certificate verifiable online for each participant; training report and the improvement plan from the workshop given to the company.
Bilingual materials for every participant; each classroom course comes with its digital twin on OmniLearn.
Frequently asked questions
Is this course only for sales staff?
No. It also targets sales administration, logistics, quality, field technicians and after-sales service: they are often the ones who keep, or fail to keep, the promise made to the customer.
Can it draw on our own complaints?
Yes. Before the session, we ask you for a few recent complaints and customer exchanges, anonymised. They are used for the analysis exercises and the afternoon role plays.
How is this different from a negotiation course?
Negotiation deals with the terms of an agreement. Customer orientation deals with the quality of the day-to-day relationship: listening, responsiveness, commitments kept, complaint handling. The two complement each other for a sales team.
Can the customer orientation day be funded?
It can be part of the company’s training plan and fall under the OFPPT special training contracts (CSF), under the applicable conditions. We put the file together with you.
Practical information
- Duration
- 1 day
- Audience
- Sales staff, sales administration, after-sales service, field technicians, logistics, quality and any function in contact with customers
- Prerequisites
- No prerequisites
- Group size
- Groups of 6 to 12 participants, in-company
- Format
- In-company, face to face on your site
- Language
- French, Darija or English; bilingual materials
- Funding
- OFPPT special training contracts (TFP), GIAC, Maroc PME: we prepare the applications with you, at no extra cost.
- Programme customisation
- Programme adapted to your procedures, your equipment and your audience
Organise this course
Price and dates on quote, depending on your headcount, your site and your preferred period.
Request a quoteDownload the PDF sheetCall +212 661 863 618Related courses
All courses in this fieldTrain your teams on your own site
Book a call with a consultant or request an in-company session: we adapt the programme to your procedures and your audience.