Managing Customer Excellence

(A Master Class)

Strategies for Optimal Engagement at Level 4

The primary objective of this training will be to foster an environment of enhanced customer engagement for anyone involved in sales and customer service. This course is designed to increase your customer engagement, sales and profit margins.

Main Aims

The main aim of this course is to equip delegates with advanced skills and insights in Customer Service, Employer Engagement and Sales Techniques.

This programme aligns with the Level 4 standards, including advanced elements drawn from Levels 4, 5 and 6, to provide your staff with the tools and strategies necessary to deliver an exceptional customer experience.

Goal 1

Customer-Centric Approach:

To instil a customer-focused approach that ensures that delegates can identify the needs of the customer and be solution orientated.

The programme draws from Levels 4, 5 and above standards, looking at practical, theoretical and technological knowledge and understanding of what drives human behaviour, including Pavlov’s Classical Conditioning Theory, MBTI Personality profiling, Pareto principles and established research, such as The Royal Society on unconscious bias.

The programme will equip your delegates with the knowledge, skills and competence to deal with complex situations, take ownership and build long-term and productive relationships with their clients.

It will enable them to adapt and efficiently use appropriate methods, using cognitive and practical skills to plan and complete work activities, relevant research and evaluate actions, methods and results.

Goal 2

Advanced Engagement Strategies:

To equip your staff with strategies for customer engagement, covering various communication channels, personalised interactions, ‘cold’ calls and effective relationship-building techniques. The programme includes research and statistical data by the National Sales Executive Association and research by SalesForce, the largest CRM provider on best practice and pipelines. Also included is a comprehensive tutorial on cold calling and getting to the decision-maker. The APAC principles instil learning on discovery, how to actively listen, gain an understanding of the customer’s needs, deal with objections, and how to close and consolidate. An advanced time management module provides structure and focus.

Goal 3

Enhanced Course Promotion Skills:

To develop skills to enable staff to effectively promote your offering, emphasising the value proposition and benefits to potential participants, thereby driving increased sales. The programme includes advanced marketing techniques and inter-personnel skills that delegates will learn and be encouraged to demonstrate. This includes elements such as D8 problem solving from the Level 5 Management Apprenticeship and taking responsibility for courses of action, including, responsibility for the work of others and allocation of resources exercise responsibility, autonomy and judgement within broad, but generally well defined, parameters.

Goal 4

Measurable Impact:

So that you can implement tools and metrics to assess the impact of enhanced customer engagement strategies, allowing you to track and measure success. The first session will provide KCPS tuition, showing why this system is so effective and how delegates can easily employ it without impacting working time and at no cost.

This will give you and your staff an analysis tool to highlight best practice and show you measurable results from the programme and beyond. The programme uses real-life active data and encourages delegates to use real-time actual work experiences to engage and to learn from.

Learning will be embedded and monitored between sessions, building occupational competence, which involves the application of knowledge and understanding, skills and methods in a broad range of complex or technical work activities, performed in a variety of contexts.

Course Delivery


To be run as six full-day sessions with time between each session for the content to be practised and embedded. Whilst sessions are formulated to cover the content in a structured fashion, a flexible approach adapts each session to take into account the individual needs of the delegates and the business.

Managing Customer Excellence
Duration6 Days
Start Date14th October
Attendance14th October, 21st October, 28th October, 4th November, 11th November and 18th November
PriceOnly £255 instead of £525 as sponsored by Local Skills Improvement Plan, if booked by 30th June 2024.
If booked after 30th June, price is £525


All Fees and prices shown on the website are for courses starting in the 2023-24 academic year and correct at the time of entering/printing information, however these may be subject to change. The College cannot accept legal or financial liability as a result of any such changes. Fees for courses starting in the 2023-24 academic year are added to the website from June 2023.

The course information describes programmes offered by Colchester Institute. The College takes all reasonable steps to provide courses as described, but cannot guarantee provision. The information is for guidance and does not form any part of a contract.

The College reserves the right to update and amend information as and when necessary. Colchester Institute will do its best to provide the courses shown, but may have to modify or withdraw a course depending on customer demand and other factors.

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