Advanced Learning Singapore

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1-Day The CRM (Customer Relationship Management) Ways to Long-Lasting Relationship Course

Course Overview

This course is created, owned, and trained by its original creator,  Ms. Swing Goh. Learn from the original creator.

What is quality today may not be quality tomorrow: A high quality product today may have an advantage in the market but in the future, it will be expected in all similar products. Putting the customer first is one of the most valuable strategies for building a business. Generating satisfied customers is the best source of word-of-mouth referrals and there is no better salesperson than a loyal customer.

This one-day Customer Relationship Management (CRM) program will touch on refocusing your business to concentrate on your customers in order to build long lasting relationships that allow you to beat the competition. Learners will learn how leadership styles and culture have an impact on deliverance of service.

Upon completion of the course, learners will be able to:

  • Understand the concept of Customer Relationship Management
  • Acquire the knowledge and skills of a customer relationship professional
  • Understand the characteristics of ‘The Ideal Organization’
  • Enhance existing customer service skills and develop new techniques to improve your customers’ experience
  • Understand your own impact on customers and identify ways to improve it

This workshop is suitable for anyone, not just service professionals or customer-facing roles, who has a part to play in delivering product, process or service in the business operations.

Learners are guided through practical steps of the topic with a combination of mini-lectures, group activities, discussions, hands-on exercises, games and Q&A sessions in this interactive workshop.

Course Information


SGD 490.00 (Nett)

Absentees will be charged the full course fees


9:00am to 5:00pm (07 hours)




Only on group request

Why Learn With Us?

Course Outline

  • What is CRM?
  • Benefits of CRM
  • Elements of good CRM
  • Role and responsibilities in CRM
  • Skills of an effective CRM professional
  • Building relationships with customers and stakeholders
  • Organization culture that sets the stage of emphasis
  • Communication barriers that affects delivery
  • Pitfall and roadblock to prevent successful CRM
  • Understand customers’ needs and expectations
  • The Moment of Truth
  • Strategies to engage and enhance for customer satisfaction
  • Have an action plan for workplace application; enabling one to implement and improve performance in managing customer relationships

Swing has nearly 10 years of experience in hands-on Engineering, Quality, Project Management (manufacturing industry) and Customer Service in multinational corporations as well as multi-industrial sectors.

She has actively participated in training programs conducted at Shimano, Seagate and Hitachi Global Storage
Technologies – organizations known for their trailblazing quality and world-class training efforts. She was part of a team, at Hitachi GST, which was involved LEAN project to reduce waste in customer audits.

She was the key engineer in Customer Quality Department, to develop technical materials on process and
products for her multinational customers; all these were made possible by her vast experience and strong
technical knowledge in the fields of HDD product technology and competition. She was also the focal
point for communication on customer or quality issues, technical impact assessment on quality issues, and
hosted customer audits with excellent outcomes. She was actively involved with coaching cross-functional teams on the usage of problem-solving tools like 7 QC tools and CP/CPK.

The strong ability to work in a multi-cultural and diverse environment gives her an advantage in interacting and relating with working professionals from different background; making her a successful and inspiring facilitator in adult learning.

Her clients, amongst many, include AB Sciex, AMK Town Council, Broadcom, Du Pont Company, Evergreen Shipping, Food Empire, Home Team Academy, Integrated DNA Technologies, Jurong Port, K Box, Leonian Holdings, LVHM Fragrances & Cosmetics, Makino Asia, Maybank, MINDEF, Mandarin Group Hotel, New Port Duty Free, Oil States Industries, PSA Marine, Singapore Polytechnic, Singapore Power, Singapore Technologies Aerospace, Singapore Technologies Marine Ltd, Swiss Precision and Wine Connection.

She is active in areas of courseware development and consultancy work which includes Lean improvement, procedures establishment, On-The-Job-Training blueprint, talent development, competency mapping and Training Needs Analysis for corporate clients.

Swing has a Master’s Degree in Engineering Science (Engineering Management) and a Diploma in Quality Assurance Engineering. She is also a professional coach in Transformative Coaching; an International Coach Federation (ICF) approved training program, and a professional speaker coached by 2017 World Champion of Public Speaking.

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