Introduction
The competitive business environment today has been greatly influenced by the impact of globalisation and Information Communication Technology, particularly with respect to the efficiency and effectiveness of business operations and corporate organisations. It is also an era of customer service as a result of the emergence of consumerism and subsequent consumer power. This has caused increasing demands for customer service and customer satisfaction.
With this scenario, it is important for corporate organisations and business operations to acquire competitive advantage in this highly competitive environment through continuous efforts of upgrading customer service. Therefore, in acquiring competitive advantage for sustained growth and profits, it is imperative for corporate leaders and managers to create customer lifelong value through customer relationship management.
This two-day knowledge-based and skill-oriented programme focuses on developing a model of customer relationship management so as to create customer lifelong value as a competitive advantage. All participants are required to participate in small group discussion, presentations, self-assessment exercises, skill learning, role play, and skill practices.