Faculty of management sciences
Department of Technology Management
Course Code & Title MKT700 - Customer Relationship Management
Credit – 3 Program - MBA (Business Course)
Pre-requisites: None
Course Objective:
If customers are the heart of a business, then Customer Relationship Management is the blood.
Businesses that make their customers feel valued have a substantial competitive edge.
Implementing excellent Customer Service is affected by every aspect of the management
systems, processes, and communications. This course provides a platform for Directors
and Senior Managers to devise and implement a strategy that can be embraced by all personnel.
Delegates will consider the requirements of a customer driven business, including where
"moments of truth" occur, the pyramid of responsibility, customer loyalty levels, defining the
strategy and mission statement.
The outcome will be a framework to develop CRM to its optimum effect.
Course outline:
• Implications of customer service
• Customer definition
• Moments of truth
• Customer needs and expectations
• Customer driven business
• Pyramid of responsibility
• Mission statement
• Internal customers
• Customer loyalty
• 80 / 20 ratio
• SWOT analysis
• Defining the strategy
• SMART objectives
• Long term customer base ?| satisfaction to delight
• Forming the strategy
• Involving the team
• Communicating the strategy
• Implementing the strategy
• Action points
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