Business and technology qualifications, Levels 3-6, in Brussels. Explore qualifications
Portal login
Level 3 Diploma in Business Management

Relationship building and retention strategies

BM304 · Customer Service — Week 6 of 16

CourseBM304
Week6 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Relationship building and retention strategies

  1. Customer Relationship Management (CRM) systems
  2. Customer loyalty schemes
  3. Omnichannel communication
  4. Recommendations for service enhancement
  5. What is Customer Loyalty? | Starbucks Examples
  6. What is Customer Relationship Management (CRM)？| From A Business Professor
  7. Customer Retention Methods

What you will be able to do

  • 3.3 Explain different factors which increase customer satisfaction.
  • 3.4 Recommend ways in which a business could improve its relationships with customers.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain different factors which increase customer satisfaction.

Study materials

Videos

  • What is Customer Loyalty? | Starbucks Examples · YouTube · Two Teachers · 7 min · for registered students
  • What is Customer Relationship Management (CRM)？| From A Business Professor · YouTube · Business School 101 · 8 min · for registered students
  • Customer Retention Methods · YouTube · Galton College · 8 min · for registered students

Further resources

  • Principles of Marketing, ch. 1.6: Customer relationship management · PDF · OpenStax, textbook chapter; pp. 32–34 · for registered students
  • Principles of Marketing, ch. 14: Customer Satisfaction, Loyalty, and Empowerment · PDF · Saylor Academy, textbook chapter; PDF pp. 443–483 · for registered students
  • Trust and commitment influences on customer retention: insights from B2B services · PDF · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 5Week 7
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Customer service fundamentals and regulation
  • Week 2: Product and service quality standards
  • Week 3: Customer types and behavioural influences
  • Week 4: Monitoring and assessing service quality
  • Week 5: Exceeding expectations and driving satisfaction
  • Week 6: Relationship building and retention strategies
  • Week 7: Negotiation skills and commercial balance
  • Midterm: Midterm evaluation
  • Week 9: Interpersonal communication in customer service
  • Week 10: Handling complaints and service recovery
  • Week 11: Teamwork and collaborative service delivery
  • Week 12: Applying Customer Service in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
Back to the course
Scroll