This course fits comfortably between two categories: customer
service and marketing. Covering concepts such as customer
satisfaction and loyalty justify its belonging to the 'customer service'
category. However, looking in detail at concepts such as customer
segmentation, customer profitability, customer surveys, the customer
value proposition and loyalty schemes makes it also extremely
valuable for the marketing functions of an organization.
All marketing staff at any level in the organization, Customer
Relationship Management (CRM) and data mining departments,
market research, loyalty scheme managers and supervisors, product
managers, business unit managers, sales managers and supervisors,
customer care managers and supervisors, analysts and any interested
decision maker, department head or supervisor.
Balanced decision making
Problem and situation analysis