| Explains the definition and concept of customer relationship management. |
| Reveals misconceptions about customer relationship management. |
| Explains the importance of listening in resolving communication barriers with customers. |
| Explains the concepts of customer loyalty and quality in customer relationships. |
| Relate strategic issues to customer relations. |
| Learn about customer objections and how to address them. |
| Understand the characteristics of customers who complain. |
| Learn about the competitive advantages that customer relationship management can provide businesses. |
| Gain an understanding of the relationship between CRM and total quality management, data-based marketing, market orientation, organizational culture, and public relations. |
| Understand the relationship between customer relationship management and e-commerce. |
| Know the techniques used to measure customer relationships. |