Course Description:
This course provides an introduction to Customer Relationship Management (CRM) and its importance in building strong, long-term relationships between organisations and customers. Students will explore the principles, concepts, and strategies used to improve customer satisfaction, loyalty, and service excellence in competitive business environments.
The course examines customer expectations, communication techniques, customer-centric service delivery, and the implementation of CRM strategies within organisations. Students will also learn how to measure customer satisfaction, manage customer complaints, and apply models such as SERVQUAL to evaluate service quality and improve organisational performance.
Practical examples, case studies, and customer service scenarios are used throughout the course to develop real-world understanding of customer care and relationship management practices.
Course Outline
- Introduction to CRM
- Principles and concepts of CRM
- Customer expectations and loyalty
- Monitoring and measuring customer satisfaction
- Customer delight and service quality
- CRM Strategies
- CRM planning and implementation
- Understanding customer needs and behaviour
- Managing customer information effectively
- Customer retention strategies
- Service Excellence and SERVQUAL
- SERVQUAL model and service quality
- Gap analysis in customer service
- Customer needs and perceived value
- Communication processes in customer service
- Customer-centric service approaches
- Handling customer complaints
- After-sales service strategies
- Managing difficult customer interactions
Learning Outcomes
By the end of this course, students will be able to:
- Explain the principles and importance of Customer Relationship Management
- Identify customer expectations and strategies for building loyalty
- Apply CRM strategies to improve customer satisfaction and retention
- Evaluate service quality using the SERVQUAL model
- Demonstrate effective customer communication techniques
- Manage customer complaints professionally and effectively
- Develop customer-focused approaches to service delivery and business growth
Who This Course is Suitable For
This course is suitable for:
- Students studying business, marketing, management, or customer service
- Entrepreneurs and small business owners
- Customer service representatives and supervisors
- Sales and marketing professionals
- Individuals seeking careers in customer relations or client management
- Organisations aiming to improve customer satisfaction and retention
