Customer Relationship Management in Business Services

Course Level 3: Advanced

Estimated Study Time: 3-4 hours

This course focuses on how businesses can achieve excellence in customer relationships by designing and developing effective and efficient service processes for their customers.

The course begins by showing you how fluctuating demand from customers for a service can be addressed by businesses by managing capacity within the service process they offer to their customers. You will then learn how businesses can use marketing elements to shape demand patterns for a service. You will learn about consumer behavior and how important elements of service processes such as queuing and waiting lines can be re-designed to greatly improve customer experience and also increase service productivity and efficiency. You will also learn about The Three-Stage Model of Service Consumption and how this model allows service managers set objectives and shape consumer behavior in a targeted manner.

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