Course Objectives: |
This course aims to provide the students to learn the methods of increasing the customer satisfaction and understanding of customer satisfaction principle which is one of the main elements of total quality management, customer concept, characteristics and classification, changes in marketing concept, relational marketing strategies, reasons for failure in customer relations, acquire the customer and grasp the holding. |
Course Content: |
Customer relationship concept and its properties. Customer behavior and customer satisfaction. Organizational culture and change. Customer satisfaction focused culture creation. Barriers to cultural change. Customer-focused change management. Total quality management in sales and marketing. customer acquisition and retention. Creating value for the customer. Communication with customers, communication model and subjects. Forms of communication with customers. Customer service, service quality and system. Customer relationship measurement, benchmarking. Focus group interviews, counseling panels, critical event technique, customer relationship questionnaire. |
Week |
Subject |
Related Preparation |
1) |
Introduction to Customer Relationship Management, Definition, Objectives, Stages |
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2) |
Customer Satisfaction, Definition, Determination Satisfactory Customer Behaviors |
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3) |
Customer loyalty, loyalty effects, customer loyalty creation tactics Advantages of loyal customer |
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4) |
Customer Relationship Management and Relational Marketing Objectives and Benefits of Relational Marketing |
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5) |
Customer Value, Customer Lifetime Value |
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6) |
Customer Relations Management Process Communication Process and Communication Elements Problems and Causes in Customer Communication |
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7) |
The Importance and Benefits of Customer Service The Customer's Life Cycle |
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8) |
Midterm exam |
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9) |
Customer Service in Customer Relationship Management Steps to be Taken in Customer Winning Process |
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10) |
Customer Retention and Winning Process and Direct Marketing |
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11) |
Customer Relationship Management and Technology |
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12) |
Measuring Customer Relations Focus Group Talks |
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13) |
Consumer Panels, Critical Event Technique |
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14) |
Customer Relationship Survey |
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15) |
Final exam |
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