Customer Management

  • Business organisations compete for markets and customers. Competition has intensified with new technologies, globalisation, and increased consumer awareness. An organisation exists because of its customers and the market, and management attention is no longer focused on sales but on long term customer relationships.
  • Managers and the employees of an organisation today, undertake a set of processes that must provide excellent customer experience. Sales revenue is now seen as a function of customer management which goes before, and beyond selling the product or service.
  • Customer management is now an organisational competence and not merely as a sales function. Employees and their managers need this understanding and be prepared to adopt a new culture of customer management.