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Developing effective communication and customer relationship management skills /

Case study: Enterprise Computing, Ghana

As customer relationship management practices become increasingly sophisticated, modern organisations must develop strong communication and relationship management skills in their employees to ensure sustainable service excellence and generate revenue-boosting sales results.


Enterprise Computing is a leading technology company in Ghana that provides bespoke solutions to institutions both in Ghana and throughout Africa through it’s partnership with NetApp, VMware, Microsoft, Oracle and IBM.

In April 2019, Crown Agents designed and delivered a customised three-day training programme for 24 employees of the organisation. The main objective of the training was to equip participants with practical communication skills in order to build more effective and long-lasting client relationships. The programme explored the key principles of how to win business, offer innovative sales solutions to clients and create and maintain sustainable client relationships through an exploration of key customer relationship and communication techniques.

The programme was split into two sections, with the first specifically tailored for the senior management team, focusing on high-level communication and relationship management skills. The second part of the programme was developed for the company’s sales staff, with the aim of becoming more confident communicators in order to drive revenue.

The programme addressed the key personal and inter-personal skills for achieving communication excellence, including listening, questioning, influencing and presenting, to ensure sales pitches were relevant and impactful and led to lasting client relationships.

The training was highly interactive, with plenary presentations, group discussions, learning exercises and an examination of relevant case studies.

On completion of the training, delegates were able to:

  • Professionally communicate with partners and stakeholders
  • Appreciate the significance of corporate values on customer communication
  • Understand the needs and psychology of the customer
  • Understand the benefits of active listening and questioning skills
  • Demonstrate critical skills to create memorable sales pitches and presentations

This course was led by a highly experienced trainer and expert in client-facing communications and customer relationship management, focusing on the delegates’ unique training needs.


The delegates were highly engaged throughout the training. Our post-course evaluations recorded:

  • 100% of delegates said the stated course learning objectives were met
  • 100% of delegates stated that their personal learning objectives were also met
  • 100% of delegates believed that what they have learnt will have a positive impact on their workplace performance

One of the delegates who attended the training commented:

“It was excellent training tailored to my professional needs.”

The programme was also positively received at organisational level, with Enterprise Computing’s Head of HR and Admin, Cionilda Esi Cudjoe, saying:

“[We] are pleased with the practical and customer-focussed nature in which Crown Agents designed and implemented the training programme.”