In Level I, we defined Customer Management:

“Customer Management is managing the relationship between an organisation, its people and its customers that is aligned with its strategy and business model. This relationship defines its ability to gain, grow, and keep valuable customers. They achieved it through a deep understanding of customer needs, behaviours and value with the ability to engage specific customers or segments in a way that optimises their satisfaction and develops a relationship of trust and loyalty.”

© Smarter Way Mentors Limited 2021

Building Customer Management Capabilities

In this module, we will build on Customer Management Level I, where we discussed the core capabilities of a customer management function.

The emphasis in Level II is to focus on how to operate in a customer-centric way and how to deploy resources.