The customer is the reason for being in business. Services required by customers need to be understood and appropriate steps taken to meet and possibly surpass customer needs and expectations. Customer satisfaction is a prerequisite for sustained product/service demand and operational success. In recent times, low pricing, product differentiation, advertising and sales promotion have lost their competitive edge. Only businesses with adequate focus on customer needs and satisfaction can successfully create, retain and capture value from customers for their long-term survival and growth. This programme is designed to sharpen the skills and enhance the knowledge of managers and officers on the role of the customer in organizational success. It will also bring out the importance of long-term relationships in maintaining competitive edge.