Sales – Customer Interface : Customer Centricity, Customer Handling & Customer Sensitivity

Programme Dates: 21 Sep 2024 - 22 Sep 2024

Format: Live Virtual (Weekends)

Duration: 2 Days

Programme Dates: 27 Sep 2024 - 27 Sep 2024

Format: In-person

Duration: 1 Days


The program focusses on the contemporary aspects revolving around the customer in the era of customer centricity. The trends worldwide indicate that customer centricity is the focus area in the board rooms of several companies. The CEOs not only want higher customer satisfaction, but they also want to explore opportunities to innovate handling of dissatisfied customers to convert them into brand advocates.

Learning Outcome

The participants will be exposed to the elements of customer centricity, the power of positive & negative word of mouth and the rule of 10% in the customer satisfaction. The participants will get a sound understanding of ways to handle different types of customers and how to avoid cookie cutter solutions for all. Also, the participants would be able to spot opportunities to convert dissatisfied customers into brand advocates.



  • Instructor led physical classroom sessions.
  • Audio/Video & Power Point interactive sessions.
  • Case based discussion in groups.
  • Role Plays
  • Sales Games


Who May Attend?

Sales Personnel & Customer Service Executives at All Levels



Module 1: Customer Centricity

  • Customer Experience
  • Power of Word of Mouth
  • Customer Satisfaction & Customer Delight
  • Positioning & Differentiation


Module 2: Customer Handling

  • Handling Customers such that complaints do not occur.
  • Ways to handle Customer Complaints
  • Handling customers who are Angry, Rude and those who cannot be satisfied

Module 3:

  • What do we mean by Customer Sensitivity?
  • Who and what to be sensitive about?
  • Why to be Sensitive towards customers?
  • Future aspects for being Sensitive about?


Program Director

Prof (Dr.) Brajesh Bolia

Ph.D.@ IIM Mumbai, UGC-NET, MBA (Marketing), B.E. (Civil)

Prof Brajesh Bolia is an Associate Professor in the Marketing & International Business Department & Program Director (MBA Executive Program) at K J Somaiya Institute of Management, Mumbai.

He facilitates the following courses - Sales & Distribution Management, Business to Business Marketing, Business Development, & Marketing Management with a high emphasis on Digital & Social Media Marketing and Technology driven International Marketing Environment.

Before joining academics in 2010, Prof Bolia has worked with the corporate sector for over a decade with organizations such as A V Birla Group (Cement Marketing Div.), ICICI Bank Ltd., BHW Home Finance Ltd & ICICI Prudential Life Insurance Co Ltd and the passion for teaching and engaging with students prompted him to shift to a full-time academic career.

He has also served as a visiting faculty with IIM Trichy (Sales & Distribution Management & Marketing Initiatives in International Marketing), IIM Mumbai (Business to Business Marketing), and XIM Bhubaneshwar (Sustainability Marketing).

He has delivered Over 300 hours of corporate training sessions (Customer Centricity, Sales Process, and Marketing Dynamics) to over 2000 participants of various categories like Business Centre Heads, Branch Heads, Branch Managers, Senior Managers, and Direct Recruits from various companies like Life Insurance Corporation (LIC), Owens Corning & Schaeffler India, National Insurance Co Ltd, GIC, ECGC, Participants of several Private General Insurance Companies.

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