Introduction

In both the private and public sector, organizations are paying increasing attention to customer care. It is recognised that current customers are very valuable in the sense that they cost a lot to win and even more to replace. Thus, they need to be looked after and further developed to become loyal customer in the long term ---- this is also the core concept of relationship marketing. Accordingly, all organization activities should be oriented towards satisfying customer needs profitably, and this is where "total quality management" comes in, i.e programs focus on the customer-supplier relationship with the predisposition skewed towards the customers.
Customer care levels need to be continuously monitored and evaluated. There is a wide array of approaches to improving the effectiveness of customer care and marketing is assuming a key role in this area.

Course objectives

• To equip marketing personnel (who act as a bridge between the firm and its customers) with the necessary conceptual framework in devising customer care programs to satisfy customer needs profitably.
  
• To investigate how companies manage value-delivery network via relationship marketing.
  
• To train up customer services executives in various sectors in implementing successful and professional customer care programmes.

Who should attend

• Practitioners in customer services
  
• Sales & Marketing people aiming to enhance career performance
  
• Entrepreneurs

Methodology
A mix of lectures, exercises, case study analysis and group discussion/presentations

Course outline

• Age of the never-satisfied customers
  
• Customer-focus—putting customer first
  
• Relationship Marketing: Marketing through customer relationships
  
• Loyal Marketing in action
  
• The role of "People" in customer services
  
• Customer Services in Action
  
• Key Account Management
  
• Building lasting Customer Relationship
  
• Total quality Management
  
• The ultimate relationship building tool : 1 to 1 marketing

Duration : one and a half day
Medium of Instruction : Cantonese supplemented with English