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Customer Service and the Customer Experience: Meeting Expectations and Building Loyalty

This seminar takes a closer look at customer service and the customer experience – from ideation to implementation, with a particular focus on new technology and social media. It is designed to provide a comprehensive, coherent approach to ensuring customer satisfaction and loyalty, in keeping with available resources and budgets. The content includes numerous practical examples. At the end of the seminar, you will have the tools required to deliver quality customer service in your organization and thereby maximize your profits.


$1,695 + taxes


Two days – 9 a.m. to 5 p.m.

Course given in French

HEC Montréal
December 3, 4, 2020

The course will be a blend of in-person and online content OR fully online if the circumstances require it.

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  • Acquire a thorough, integrated understanding of customer service and customer experience management.
  • Familiarize yourself with best practices in customer satisfaction and loyalty.
  • Understand the role new technology and social media play in customer service delivery.
  • Identify concrete actions that can be taken in the short and medium term.

Is this for you?

  • Professionals
  • Managers
  • Mid-level and senior executives
  • Business leaders

This program is for you if:

  • Customer experience and customer service management are part of your job.

Special features

  • Content that takes into account the day-to-day realities of those who are involved in customer service delivery.
  • Thought-provoking information on customer service that examines the customer experience from a more performance-oriented angle.

"If you’ve decided to shift your customer focus, but you’re not sure how to establish your priorities, this seminar is for you. It will help you ask the right questions and put together an effective plan of action using the appropriate tools."

Danielle Legault, Coach and Trainer

"The content and the themes are delivered in a clear, concise manner. The examples given are relevant, and everything fits together nicely over the span of two days. The instructor is incredibly knowledgeable, which makes it easier for participants to learn."

Chantal Anctil, Customer Service, Société Pierre Boucher

"The program content is interesting and engaging, and some great examples are given. It will be very useful for our team…"

Laure Desrochers, Facilities Manager, Cégep de St-Jean-sur-Richelieu

"This seminar has helped me understand another point of view, from a management standpoint, shown me how to develop processes and convey added value to my colleagues."

Nancy Dupuis, Customer Experience Representative, FHP Canada

"Excellent presentation and content that is an accurate reflection of what customer service representatives and managers do every day. There are plenty of ideas for improving, growing and maintaining customer service practices."

François Cadieux, Director, Billing Services, Transportation and Pricing Support Division, Groupe Robert


Jean-Luc Geha
Jean-Luc Geha
Guest Professor, HEC Montréal
Yany Grégoire
Yany Grégoire
MSc (Marketing), PhD (Marketing)
Associate Professor, HEC Montréal

Customer service

  • Analysis of customer expectations
  • Relationship between expectations, perceptions, satisfaction, loyalty and bottom line
  • Should exceeding expectations be your “default mode”?
  • How far should you take the notion of quality in customer service delivery?
  • Measuring customer satisfaction
  • Taking a “major account” approach to B2B marketing
  • The hazards of a lack of integration, accountability and management support in customer service

Customer experience

  • Developing a customer experience vision
  • Key success factors
  • Now to improve moments of truth
  • Points of contact
  • Maximizing satisfaction and loyalty through customer experiences
  • Eight ways to retain customers

Cultivating and growing customer relationships

  • Ensure customer interactions are handled by qualified employees
  • Connect with customers at a human level
  • Embrace practices that continually strengthen the quality of the customer experience

Adjusting customer contact centres to incorporate new technology

  • Consumers’ core values
  • Key guidelines
  • Customer databases and knowledge bases
  • Social media basics
  • Impact of social media on customer service
  • Harnessing the power of social media
  • Customer relationship management (CRM) and social media

Crisis and conflict management

  • How to prevent and manage complaints
  • Compensating for subpar service
  • Payback and disloyalty
  • Best practices in crisis management – and how to keep a situation from escalating in the first place
  • Lectures
  • In-class team exercises
  • Group discussions and shared experiences
  • Short videos
  • In-class assignments on how individual companies should go about improving their customer service

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program

 Make an appointment with:

Aïcha Seghiri
Program Coordinator

 By Email
 By Phone

Information on cancellation, discounts, refunds and our privacy policy

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