Understanding Customer Relationships
Unit summary
This unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customers to achieve a long term customer loyalty.
The unit also provides some insight into the practicalities of developing internal and external relationsihps, including consideration of networking, collaboration and co-operation in order to reduce the potential conflict.
Developing effective tactical communications and effective customer service support is essential to harmonious relationships in both B2B and B2C organisations, and so the unit considers the contributions that these activities can make to developing relationships for marketing and business success.
The unit explains why organisations need to know and understand their customers and how successful relationships can be developed through effective communications and strong customer service and support.
By the end of this unit, students should be able to:
- explain importance of understanding customers and how marketing information aids the better development of marketing activities to achieve customer satisfaction
- explain the value and importance of internal and external relationships of the organisation and the importance of networking, collaboration and co-operation in order to develop and maintain relationships
- recognise importance of internal relationships.
Unit details
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15 Business, Administration and Law
Task-based controlled assessment