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



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 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.

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