Introduction to Customer Relationship Management

Unit 1  – Build client relationships and business networks

• Initiate communication with clients
• Identify client communication styles
• Establish rapport with client
• Non-verbal communication
• Verbal communication
• Investigate opportunities
• Positive and negative feedback
• Two-way communication
• Barriers to effective communication
• Communication processes
• Business writing
• Client relationship strategies
• Client loyalty objectives
• New clients versus repeat business
• Strategic view
• Define the objectives
• Client profile information
• Profiling
• Loyalty strategies
• Accurate product descriptions
• Complaint resolutions
• Stock and deliveries
• Telephone answering times
• Indicators
• Maintain customer relationships
• Ongoing client feedback
• Assessments and questionnaires
• Interviews
• Focus groups
• Feedback forms
• Problems with feedback
• Effective data
• Using feedback data
• Build and maintain networks
• Maintain business contacts
• Business associations
• Professional development activities
• Establish network support
• Channels to exchange information
• Written correspondence

Unit 2 – Develop and nurture relationships

• Develop professional relationships
• Conduct dealings with clients
• Social, business and ethical standards
• Confidentiality and disclosure
• Adjusting styles and methods
• Self-knowledge and the Johari window
• Build business networks
• Protocols
• Using business networks
• Expand and enhance the organisation
• Nurturing relationships
• Build on referral business
• Identify referral needs
• Complementary sales techniques
• Cross-selling and up-selling
• SPACED benefits
• Referring information and ideas