| Document Type
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BL
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| Record Number
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966496
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| Doc. No
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b720866
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| Main Entry
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Leech, Corinne.
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| Title & Author
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Creating a customer focus.
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| Edition Statement
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2nd ed. // rev. by Corinne Leech.
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| Publication Statement
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Amsterdam ;London :: Elsevier,, 2004.
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| Series Statement
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Chartered Management Institute open learning programme
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| Page. NO
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1 online resource (ix, 102 pages).
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| ISBN
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0080472389
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: 9780080472386
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0750664266
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| Notes
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Previous edition: published as Customer focus / Melanie Allen and Karen Holmes. Oxford : Pergamon Open Learning, 1997?
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| Bibliographies/Indexes
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Includes bibliographical references.
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| Contents
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Cover -- Creating a customer focus -- Contents -- Series overview -- Introduction -- Objectives -- Reference -- Section 1 Understanding the organization -- Introduction -- What business are you in? -- What are its mission and values? -- Oxfam's purpose -- Glaxosmithkline, mission statement -- Who are its stakeholders? -- What type of organizational structure is there? -- What about culture? -- A marketing culture -- Learning summary -- Into the workplace -- References -- Section 2 Focusing on customers -- Introduction -- What do customers expect? -- What causes the customer gap? -- Assessing service quality -- Learning summary -- Into the workplace -- References -- Section 3 The marketing planning process -- analysis -- Introduction -- An overview of the analysis stage -- Collecting information -- the external environment -- Requirements of customers -- Market segmentation on practice -- Types of market segmentation -- What influences industrial or business customers? -- Using databases for collating customer information -- Competition -- Scanning the external environment -- Collecting information -- the internal environment -- Analysing the information -- Learning summary -- Into the workplace -- Reference -- Section 4 The marketing planning process -- developing the marketing plan -- Introduction -- Strategy development -- Marketing objectives -- Shaping the 'P's -- Product -- Price -- Place -- Promotion -- Physical evidence -- The marketing plan -- Learning summary -- Into the workplace -- References -- Section 5 Planning to please your customers -- Introduction -- Using information to develop plans for customer service -- The Pareto effect -- Fishbone diagrams -- Collecting formal information -- Collecting informal information -- The planning process -- What do you want to achieve? -- Who will you involve? -- Planning a schedule -- Project stages -- Plan team activities to meet customer needs -- Measuring progress -- Consult and encourage team members to meet requirements and maintain commitment -- Informal motivation -- communicate -- Recognition and reward -- Learning summary -- Into the workplace -- References -- Section 6 Check that it's right! -- Dealing with complaints -- Welcoming complaints -- Setting up a complaints procedure -- Recording the information -- Solving the problems -- Monitoring and review: keeping it going -- Project assessment -- Ask your customers -- Open for business -- Formal customer feedback -- Learning summary -- Into the workplace -- References -- Information toolbox -- Marketing/Customer focus -- CMI Management Information Centre -- Benchmarking -- Decision-making -- Teams -- Data Protection Act (1998) -- Last Page.
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| Abstract
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The new edition of the Chartered Management Institute's Open Learning Programme has been updated to include the latest management concepts and methodologies. It includes current management concepts, the changing legal framework in which managers operate and the impact of technology in the work environment.
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| Subject
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Customer relations, Problems, exercises, etc.
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Customer relations.
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Relationship marketing, Problems, exercises, etc.
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Relationship marketing.
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| Subject
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BUSINESS ECONOMICS-- Customer Relations.
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Customer relations.
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Relationship marketing.
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| Dewey Classification
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658.812
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| LC Classification
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HF5415.5.L44 2004eb
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| Added Entry
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Allen, Melanie,1954-
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| Added Entry
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Chartered Management Institute (Great Britain)
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Pergamon Flexible Learning.
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