Leadership Essentials: Managing Customer Relationships
In a world of rapidly changing business needs and increasing competitiveness, a Customer Relationship Management (CRM) technology system is invaluable for data analysis but it cannot ensure success alone. A collaborative manager works with their team to ensure that they understand the importance of maintaining the system and invests time in setting and communicating appropriate business objectives and goals.
‘Leadership Essentials: Managing Customer Relationships’ provides an overview of why managing customer relationships is essential for leadership capability and includes ‘Top Tips’ on how managing customer relationships can help you become a better leader.
The Essentials leaflet is supported by three Spotlights that look at managing customer relationships in more detail to help you improve your leadership skills:
- Recognising Customers
- CRM Theory
- Managing Customers
Spotlight on Customer Relationship Management Theory
Spotlight on Recognising Customers
"Customers care more and more about the opinions of others. They also share their opinions and compile massive pools of reviews. Together, customers paint their own picture of companies and brands, which is often very different from the image that companies and brands intend to project."
Kotler et al (2017)
Spotlight on Managing Customers
"Acquiring new customers can cost five times more than satisfying and retaining current ones. It requires a great deal of effort to induce satisfied customers to switch from their current suppliers".
Kotler and Keller (2016)