Course Level 3: Advanced
Estimated Study Time: 3-4 hours
This course begins by introducing the dimensions of service quality and the elements of customer satisfaction. You will learn how to classify quality and customer satisfaction under the headings of ‘hard’, ‘soft’ and ‘outcome’ quality. You will learn about the costs of poor service quality and the approaches that need to be taken to recover service reputation. You will also learn about the different tools that can be used to analyze service quality problems.
The course then introduces the topic of customer loyalty and how to measure it. You will learn about the benefits of implementing a Customer Relationship Management (CRM) system and how to develop an effective CRM strategy to improve service quality. Finally, the course describes the service innovation process and how building quality into services improves their efficiency and effectiveness.
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