Customer Relations

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PART I – INTRODUCTION
1. Introduction to customer relations
2. Core concepts
3. Facets of customer relationship management
4. Importance of customer relations
5. Global perspective on customer relationship management 6. Role of Human Resources in Customer Relationship Management  
PART II –CUSTOMER RELATIONS, CUSTOMER SERVICE & PUBLIC RELATIONS 1. Customer Relations and Customer Service
2. Customer Relations and Public Relations
 
PART III – CUSTOMER RELATIONS MANAGEMENT
1. Customer interaction cycle
2. Understanding customers
3. Customer response
4. Complaint management
5. Traditional Vs Customer focused manager
 
PART IV – CUSTOMER SATISFACTION
1. Factors affecting customer satisfaction
2. Measurement of customer satisfaction
3. Customer satisfaction measurement methods and techniques 4. Analysis of customer satisfaction measurement
5. Customer satisfaction monitoring
6. Promoting customer satisfaction
 
➢ PART V – CUSTOMER RETENTION
5.1 Economics of customer retention
5.2 Which customers to retain
5.3 Strategies for customer retention
 
PART VI – CUSTOMER SERVICE
1. Importance of customer service
2. Customer service practice in Kenya
3. Challenges of customer service
4. Customer service structure
 
 
PART VII – CUSTOMER RELATIONS PROCEDURES AND STANDARDS
 
 
REFERENCES:
1. Sugandhi, R.K (2003)., Customer Relationship Management Planning, New Age International (P) Ltd. 2. Francis Buttle (2004), Customer Relationship Management; Concepts and Tools. Elsevier Butterworth Heinemann 3. Swift, R. S. (2001), Accelerating Customer Relationships using CRM and Relationship Technologies. Upper Saddle River, NJ: Prentice Hall 4. Hofmeyr, N., and Rice, B. (200) Commitment – led marketing. New York, John Wiley 5. Gamble, P., Stone, M., and Woodcook, N. (1999), Customer Relationship Marketing: Up Close and Personal. Kogan Page 6. Graham Roberts-Phelps (2005). Customer Relationship Management; How to turn a good business into a great one. Thorogood Publishing Ltd. 7. Kotler, P., and Keller, K. (2007), Marketing Management. 12th ed. Pearson Education.  

 
EVALUATION
Assignment    10%
[pic]Continuous Assessment Tests  20%
 
Coursework total    30%
Final Exam                      70%
Grand total                                          100%  
 
PART I: INTRODUCTION
 
1.1 Introduction to customer relations
“Life returns what one gives it. Similarly, customers return what Supplier gives it” “What you are is customer’s gift to you; what you become is your gift to customer”  
The marketing concept holds that the key to achieving its organizational goals consist of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. It crystallized in the mid – 1950s and has been expressed in many colorful ways:  

• “Meeting needs profitably”
• “Find wants and fill them”
• “Love the customer, not the product”
• “Have it your way”
• “You are the boss”
• “Putting people first”
• “Partners for profit”
 
The marketing concept rests on four pillars:
• Target market
• Customer needs
• Integrated marketing, and
• Profitability.
 
The selling concept takes an inside – out perspective. It starts with the factory, focuses on existing products, and calls for heavy selling and promotion to produce profitable sales. The marketing concept takes an outside – in perspective. It starts with a well defined market, focuses on customer needs, coordinates all the activities that will affect customers, and produces profits by satisfying customers.  

1.1.1 The Customer concept
 
Today many companies are moving beyond the marketing concept to...
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