Table of Contents

1. Tutorial Video
2. Reading Materials
• ‘Customer relationship management’ webpage from the Business Balls website
• ‘The CRM pocketbook’ by David Alexander and Charles Turner, 2nd edition 2013, published by Management Pocketbooks
• ‘Using CRM to build customer relationships’ webpage on the Marketing Donut website
• ‘Customer lifetime value’ webpage on the Institute of Customer Service website
• Research the extent to which the management of customer relationships can lead to the achievement of strategic objectives, such as:
• ‘Social factors affecting business’ webpage on the PESTLE Analysis website
• CRM metrics: What should you monitor and measure?’ webpage on the My Customer website
• ‘How to Measure Your CRM’s Effectiveness’ webpage on the Talkdesk website
3. Presentation
• Click to launch this lesson’s first presentation on ‘Managing customer relationships’.
• Click to launch this lesson’s second presentation on ‘Legal and ethical requirements that relate to customer service’.
4. Good Practice Example
• Click to watch this video produced by Oracle, this video explains how positive customer experience is the secret to customer loyalty management. Click to watch ‘CRM: Making it work’ produced by the Cranfield School of Management.
• Click to watch this video produced by Oracle, this video explains how positive customer experience is the secret to customer loyalty management. Click to watch ‘CRM: Making it work’ produced by the Cranfield School of Management.
5. Interactive Quiz
6. Evidence Opportunities
7. Extended Learning
• Find and read ‘Customer Relationship Management’ by Francis Buttle and Stan Maklan, published by Routledge. N.B. You should be able to borrow this book from your local library.
• Click on the icon to read about the marketing environment, made up of ‘macro’, ‘micro’, and ‘internal’ environments.
• Click to read about the Consumer Rights Act 2015 on the Which? website.
• Click to read ‘How to ensure strong customer service and customer satisfaction’ on the Management Help website.
• Find and read ‘Customer relationship management: Text and cases’ by E Rastogi, published by Excel Books, 2011. N.B. You should be able to borrow this book from your local library.
8. Think And Challenge
• It is rare that there is just one way to respond to a scenario or situation, so do not consider that the response you have chosen to this scenario will be judged as right or wrong. Share your scenario with a work colleague and ask them to tell you if they think you have responded appropriately. Ask them to challenge your response if necessary. You do not need to submit this task for assessment unless asked to do so by your tutor.