TABLE OF CONTENTS Creating a customer culture is a hard won battle, but there are three basic resources in your armoury.
Happy employees = better customer service
Customer-based values
Key account/customer relationship management
This theme evaluates how, as a manager, you can make an effective contribution to customer satisfaction in your organisation. It includes concepts such as valuing front line staff at all levels, creating a shared vision and understanding of how staff will work with customers, sharing values and beliefs with your customers, key account management and customer relationship management.
Interactions with customers can be at a range of levels and in a variety of relationships. To conclude the theme, we look at the emergence and potential of the partnership as a new way of working with both customers and suppliers to improve service.
In this theme you will:
Learn about the factors you can influence that make customers satisfied
Evaluate your understanding of your own and your customers values
Understand the importance of key account and customer relationship management
Assess relationships between customers and suppliers within partnerships.
An organisation that is operating well will have fundamentally happy, motivated employees and an atmosphere of respect. Creating that organisational culture is a responsibility of the management team across all functions in the organisation. A culture characterised by support for both internal staff, suppliers and customers is likely to perform well in terms of satisfying customers.
Examining the internal organisational environment Kotler and Andreasen...
