What Customers Really Want

HRDQ-U Webinar | What Customers Really Want

60 minutes

The cost of acquiring a new customer is on average five times greater than the cost of retaining an existing customer.

In spite of that statistic, most organizations spend more effort on acquiring new customers than on investing in the maintenance of current ones. This is both foolish and poor business. Retention equates to lower acquisition costs, greater word-of-mouth referrals, more stable and predictable customer interactions and generally improved organizational morale. Join us for an hour of learning and insight into the mind of the customer and what he or she really wants. In order to be effective, “extraordinary” customer service must be translated into every behavior and action that all employees understand. These “standards of excellence” are the minimum level of acceptable performance from any member or process at any time.

Attendees will learn

  • Explore the concepts and benefits of extraordinary customer service
  • Set extraordinary customer service standards for your area
  • Identify ways of building customer rapport
  • Improve your listening skills
  • Take control of every call
  • Say “no” in a positive way
  • Remain calm when the customer is upset
  • Cool down a “hot” customer
  • Implement strategies to avoid burnout

Who should attend

  • Organization development professionals
  • Human resources professionals
  • Consultants
  • Supervisors and managers


Deb Topka brings 20 years of experience in designing, developing, and implementing regional and nationwide education programs for major corporations. As the owner of her own consulting firm, a few of her projects include the development a leadership training program for the Delaware National Guard, the redesign of the training department of a biotech firm, and the design of a new hire program for sales personnel at an international travel insurance provider. Recently she has provided program management and consulting services to major pharmaceutical clients engaging in virtual staff development programs.

While at AstraZeneca, she was the Leader of Curriculum Development in the company’s Learning and Development Skill Center. She worked on the design, development and delivery of training for a new decentralized training team in the organization and was responsible for the rollout of the company’s Performance Management system for key client groups in the sales and marketing division of the organization. At Andersen Consulting, she worked within the Change Management Services Practice, designing and developing training materials, and training facilitators for major pharmaceutical clients and a leading records management company.

Deb earned her MS in Curriculum and Instruction, with an emphasis on Instructional Systems, from the Pennsylvania State University. She graduated Magna Cum Laude from Indiana University of Pennsylvania with a BS in Communications Media (emphasis in Training and Development) and a minor in Psychology.

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