A customer is the person at the receiving end of an organizations output. All …the products, ideas, effort and
resources of a company are targeted at its customers. Without customers, there would be no company. They
are the source of income of any company.
For this reason, it is vital that an organization manages its relationships with its customers effectively. Research
in Consumer Psychology has shown that it costs 5 times as much money and a resource to sell products to
new customers than it does to sell to old customers. In addition, once a customer is lost, the cost of the initial
acquisition and subsequent replacement of that customer is lost forever. Furthermore, research shows that
one dissatisfied customer informs an average of 12 others. Thus, a poor relationship with one customer could
lead to the loss of 12 existing or potential customers.
Customer relationships are therefore to be handled with care. One important principle in relating with
customers is that internal customers (staff) eventually treat external customers the way they are treated by the
organization’s management. Any organization desiring to be a market leader must therefore understand how to
form and maintain strong relationships with its internal and external customers.
This training is designed to equip managers with the skills required to effectively build strong relationships with
both internal and external customers.
Conceptual Overview of Customer Relationship Skills
Total Quality Management Perspective Of Customer Relationship
Components and Tools for Excellent Customer Service Delivery
Economic and Psychological Valuation of Customer Loyalty
Understanding the Principle of Customer Loyalty
Psychology of Corporate Customers
Basis of Behavioural Differences
Customer Complaints Management
Techniques of Handling Difficult Customers
For Whom: All Staff of the Organization