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Customer Care Excellence for Front Liners


2-Day Workshop




Customers are becoming more educated, demanding and aware of the availability of goods and services in the market. Providing excellent service consistently is not only the key factor of success of the organization but will also bring about long term profitability. At the end of this workshop, participants will be able to understand the needs and desires of the customer and place these needs at the heart of the business by integrating them with the organization’s strategy, people, business processes and technology. This programmed will explore the key elements of service that participants can strive and sustain service excellence that is expected by their customers. Analyzing customer complaints and solving them to the specific needs saves an organization from attempting to solve through dubious approaches





1.      Identify the importance of customer satisfaction

2.      State the differences between good and poor service from customer’s perspective

3.      Deal with customer complaints more professionally

4.      Handle difficult customers tactfully

5.      Identify complaint management procedures

6.      Identify effective customer management practices

7.      Describe how companies can deal proactively with complaints and implement recovery systems

8.      Analyze complaints in order to make appropriate decisions

9.      Increase their capability of retaining customers





Importance of Customer Care

»       Who is a customer?

»       Customer care program execution

»       Perception of an excellent service quality






»       Factors causing distinction between what customers expect and what they receive

»       Building a service satisfaction info system

»       Characteristics of an effective service guarantee

»       How customers handle dissatisfaction

·Public form of action

·Private form of action


The Customer-Led Approach

»       Mistakes when pursuing customer loyalty

»       Building a customer relationship

»       Major components of trust and their relationship to partnerships

»       Customer satisfaction and it’s formula

»       Factors influencing complaint behavior

»       Define a complaint






·Positive language

·Taking ownership

·Taking action

»       Abusive customers

»       Guidelines for effective complaint resolution

»       Importance and benefits of customer services


Managing First Impressions and Communication Skills

»       First impressions

»       First impression counts

»       Why are customers difficult?

»       What makes customers difficult?

»       Behavior styles

»       Sources of resistance in customers

»       To conquer resistance

»       The different types of customers

»       Getting along with difficult customers


Why customers become difficult?

»        Who is a difficult customer?

»         What makes customers difficult to handle?

»         Aggressive customer

»         Why do people get aggressive?

»         Moments of truth

»         Deal with difficult customers in a professional manner

»         Strategies in handling difficult customers

»         Solving customer’s problem


 Strategies in Handling Customer Complaints   

»       Why people complain?

»       How people complain?

»       What is a customer complaint?

»       Communicating with the complainer

»       Why is customer complaint handling so important?

»       Important techniques to use when handling complaints   

»       Handling customer complaints as gifts

»       Encourage complaints


Importance of customer relationship

»       Customer value

»       When are customers satisfied

»       Loyalty effects

»       Customer-company relations

»       Customer-oriented development – develop good relationships

»       Managing customer expectations


Customer Satisfaction Measurement

»       What is customer satisfaction measurement?

»       The importance of measurement

»       The various approaches of measurement

»       Post purchase actions

»       The cost of not meeting customer requirements

»       Developing customer service standards  


Strategies to Improve Customer Satisfaction 

»       Steps to develop an effective customer measurement and management system

»       Linking customer service to financial performance

»       Analyzing through the customer service GAPS model

»       The reasons of the GAPS model

»       Realizing the need to work together for customer’s benefits



An interactive approach involving lectures, case studies, self-assessment, questions and answers, simulations and games would be adopted.


TARGET GROUP: Managers, Supervisors, Line leaders




Dr. William Leon Chua PhD, is the Founder, Chief Trainer and Principal Consultant of DRC Management & Training PLT. He is a sought-after management consultant; and compelling corporate trainer & motivator on Leadership Empowerment, Strategic Management, Teambuilding, Inter-personal & Communication skills, Strategic Marketing, Professional Selling Skills, Customer Service, Sun Tzu Art of War, Corporate Ethics, Mind-set Change, TQM, and High Performance Management etc. He speaks to audiences in Malaysia, around the Asia-Pacific Region, and occasionally in Europe.

He was a member of the Malaysia Association of Professional Speakers (MAPS) & the Malaysia Institute of Management (MIM) and a registered corporate trainer with the Human Resource Development Federation of Malaysia (HRDF).

Academically - he has acquired a Diploma in Sales Management from IMM, a Diploma in Business & Management from Swansea, a BA majoring in Psychology from University of Hawaii, a MBA and a PhD in Organizational Behavior from IUKL.


Working Experience - With his more than 30 years of multi-industrial experience complemented with his 20 years as a professional corporate trainer, he has amassed volumes of skills and ideas. He is more than a lecturer, he is a corporate trainer qualified with years of in-depth multi-industrial experience. During this 2-day program he will impart 30 years of his research and invaluable experiences on the subject matter to the participants.

All in all, he has provided corporate training to more than 700 companies ranging from manufactories, universities, hotels, wholesalers……to banks and insurance companies etc.


His approach to facilitating seminars is – research-based & up-to-date informative, entertaining, highly motivating and at the same time, serious in approach to ensure that learning is effectively projected into action and results.



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