Introduction
In the commercial world, the importance of retaining existing customers and expanding a business is paramount. The costs associated with finding new customers mean that every existing customer could be important. The more opportunities that a customer has to conduct business with your company the better and one way of achieving this is by opening up channels such as direct sales, online sales, franchises, use of agents, etc. However, the more channels you have, the greater the need to manage your interaction with your customer base. Customer relationship management (CRM) helps businesses to gain an insight into the behaviour of their customers and modify their business operations to ensure that customers are served in the best possible way. In essence, CRM helps a business to recognise the value
of its customers and to capitalise on improved customer relations. The better you understand your customers, the more responsive you can be to their needs.
Program Objectives
This program aims to:
● Provide a methodical overview of the background, the methodology, and the
particulars of managing customer relationship for competitive advantage.
● Enable participants to understand interrelationship customers and service provider.
● Expose participants with principles and techniques on how to enhance customer
relationships.
Learning Outcomes
After completing this program, participants should be able to:
● Enhance understanding the principle of managing customer relationships
● Know the function of managing customer relationships
● Conduct consultation and preparing strategic marketing plans
● Enhance organisation performance through customer relationships