The Arab British Fellowship Training Academy built this course around a simple fact: customers rarely leave because of the product — they leave because of one bad interaction with the people meant to serve them. In a competitive market, customer service is the last line of defence between a company and its competitors, which makes the ability to handle every type of customer, especially the difficult ones, a business-critical skill rather than a soft one.

The course equips participants with reliable strategies and negotiation techniques for different personality types, and shows how to turn a complaint into an opportunity that builds trust rather than losing a client. Alongside that, it covers service-quality models and the practical tools used to raise service standards across a team.

Who Should Attend?

• Public relations officers and employees.
• Supervisors, department managers and account managers.
• Individuals responsible for providing customer services.
• Those interested in this field.

Knowledge and Benefits:

By the end of the course, participants will be able to:

• Review current customer service standards and adopt world-class methods.
• Recognize and handle difficult customers effectively, while managing their own stress.
• Understand and manage the expectations of internal and external customers.
• Build a unified service vision, standardized feedback and stronger cross-team communication.
• Increase customer retention and support revenue growth through better service.

Module 1: Customer Service as a Competitive Edge

• Defining customer service, its functions, and why it matters in a competitive environment.
• How customer service tactics drive productive communication with customers.
• Customer service's role in achieving company goals and growth.

Module 2: Handling Difficult Customers

• Recognizing customer behaviours and handling them effectively.
• Understanding anger management in a service context.
• Turning an angry customer into a happy one using retention strategies, and interacting positively throughout.

Module 3: Managing Expectations by Personality Type

• Understanding your own personality type and other personality types.
• Handling customer requests objectively across different personalities.
• Matching service levels and satisfaction strategies to each type.

Module 4: Communication Skills That Build Rapport

• Identifying your listening style and your customer's.
• Developing relationships and building rapport with customers to increase influence.
• Effective terminology and skills for phone and electronic communication.

Module 5: Internal and External Customer Service

• Identifying internal and external customers, and why both matter.
• Establishing productive relationships across departments.
• Understanding the service-profit chain.

Module 6: Emotional Intelligence and Professional Behaviour

• Understanding human emotions in service interactions.
• Developing mental strategies to maintain optimism and composure.
• Using body language to control your emotional state and avoid negative reactions.