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PT207 – Managing Customer Excellence

PT207 – Managing Customer Excellence

This course provides the practical skills required to identify different types of customers and stakeholders, gain insight into their requirements and translate requirements into their organisation’s governance, assurance and improvement processes, hence driving customer excellence.

Course Details

PT207 – Managing Customer Excellence
Practitioner Level
Course duration:  3 Days (Classroom) or 8 weeks by Supported Distance Learning
Recommended prior knowledge: FD105 Introduction to product and service management

Who is it for?

This course is designed for those who are practising in quality and aspire towards middle management.

Indicative course content:

Requirements for a customer-focused organisation:

  • The organisation as a system
    Organisational processes for listening to the external environment, including SWOT and PESTEL
  • Relationship to strategy development and stakeholder analysis
  • Relationship to strategy deployment (Hoshin-Kanri) and quality objectives
    Customer requirements for process-based approach, product and service quality planning and improvement
  • Requirements of ISO 9001 for customer focus
  • Concepts of supply chain excellence

Establishing customer requirements:

  • Identifying the customers
    Understanding the different types of requirements
  • Construction and use of the Kano Model
  • Establishing critical to quality deliverables
  • Construction and use of CTQ Trees and requirements matrices
  • Capturing the voice of the customer:
    Different methods for capturing the voice of the customer
  • Techniques for interviewing the customer, focus groups and questionnaires
  • Customer survey design
  • Customer knowledge banks
  • Customer observation techniques

Translating customer requirements:

  • Operational definitions
  • The Customer Interaction Cycle
  • Managing risk of customer dissatisfaction

Analysis of data:

  • Types of data: qualitative, categorical, ordinal, discrete (or attributes), continuous (or variables) and the benefits/drawbacks of each
  • Data collection
  • Sampling methods (random, systematic, stratified)
  • Affinity diagram, interrelationship diagraph

Assessing customer satisfaction:

  • Cost of poor quality
  • Different data types and their benefits/drawbacks
  • Analysis of customer survey results
  • Customer journey mapping
  • The role of social media in broadcasting success or failure

Handling customer feedback:

  • Complaint handling
  • Root cause problem solving
  • Handling positive feedback

Innovation and new products/services:

  • Customer behaviour and product/service interaction
  • Techniques to evaluate the external environment
  • Scenario planning techniques

This course includes a one-hour multiple choice examination.


This course is certified by CQI and IRCA (the Chartered Quality Institute and the International Register of Certificated Auditors)

Due to changes announced by CQI and IRCA we must make you aware that:

As a registered charity, the CQI is subject to the UK General Data Protection Regulation (UK GDPR), a UK law that gives you certain rights with respect to your personal data that is shared with the Institute.

In order to accurately record the delegates that they are certifying, CQI and IRCA now require that we provide them with your contact details (name, surname and email address).

We have been assured by CQI and IRCA that delegate data will be handled and stored confidentially and securely, and that any marketing communications between CQI and IRCA and you will be limited to the promotion of CQI and IRCA and their qualifications programmes, and that this will be strictly on an opt-in basis. 

To exercise your GDPR rights, you must contact the CQI either directly or through Temple Management Training Limited unless you are located in a European Union country when you must contact the CQI’s EU representative – IT Governance Europe Limited at Please ensure you reference ‘CQI’ in any correspondence you send to their representative.