I. General Information
1. Course Title:
Customer Relations
2. Course Prefix & Number:
MKTG 1162
3. Course Credits and Contact Hours:
Credits: 3
Lecture Hours: 3
Lab Hours: 0
4. Course Description:
This course will introduce the basics of customer service in the areas of 1) service strategies, 2) attitudes, 3) retention, 4) communication, and 5) sales. The student learns how to 1) create positive memorable experiences for customers, 2) provide consistent caring and professional service, and 3) avoid becoming involved in unproductive customer interactions.
5. Placement Tests Required:
6. Prerequisite Courses:
MKTG 1162 - Customer Relations
There are no prerequisites for this course.
7. Other Prerequisites
9. Co-requisite Courses:
MKTG 1162 - Customer Relations
There are no corequisites for this course.
II. Transfer and Articulation
1. Course Equivalency - similar course from other regional institutions:
St. Cloud Technical and Community College, SAMG 1210 Customer Service/Sales Techniques, 3 credits
2. Transfer - regional institutions with which this course has a written articulation agreement:
3. Prior Learning - the following prior learning methods are acceptable for this course:
III. Course Purpose
1. Program-Applicable Courses – This course is required for the following program(s):
Business Management, AAS Degree
Hospitality, Certificate
IV. Learning Outcomes
1. College-Wide Outcomes
| College-Wide Outcomes/Competencies |
Students will be able to: |
| Demonstrate oral communication skills |
Demonstrate appropriate telephone techniques |
| Demonstrate interpersonal communication skills |
Role-play an angry customer scenario |
2. Course Specific Outcomes - Students will be able to achieve the following measurable goals upon completion of
the course:
- Interact with dissatisfied customers.
- Apply telephone, e-mail, and web site techniques.
- Recognize and deal with customer turnoffs.
- Identify behaviors that win customer loyalty.
- List the six major components of a customer-focused environment
- Implement strategies for promoting a positive service culture
- Utilize technology to enhance service delivery capabilities
- Communicate effectively with a diverse customer population
- Develop strategies to improve listening ability
V. Topical Outline
Listed below are major areas of content typically covered in this course.
1. Lecture Sessions
-
he Customer Service Profession
- The Role of Customer Service in a Career
- Societal Factors Affecting Customer Service
- Consumer Behavior Shifts
- Growth of the Service Sector
-
Contributing to the Service Culture
- Establishing a Service Strategy
- Customer-Friendly Systems
- Strategies for Promoting a Positive Service Culture
- What Customers Want
-
Listening to the Customer
- Listening vs. Hearing
- Listening Habits
- Positive Steps to Better Listening
- Characteristics of a Good Listener
-
Customer Service via Technology
- Benefits and Drawbacks
- Attitudes
- What to Do and Say
- Technology Etiquette and Strategies
-
Verbal Communication Skills
- Avoiding Negative Communication
- Communicating Positively
- Providing Feedback
- Dealing Assertively with Customers
-
Nonverbal Communication Skills
- The Scope of Nonverbal Behavior
- The Role of Gender in Nonverbal Communication
- The Impact of Culture on Nonverbal Communication
- Negative Nonverbal Behaviors
-
Service Breakdowns and Recovery
- Difficult Customers
- Reasons for Customer Defection
- Working With Internal Customers
- The Problem Solving Process
-
Encouraging Customer Loyalty
- The Role of Trust
- Provider Characteristics Affecting Customer Loyalty
- Enhancing Customer Satisfaction as a Strategy for Retaining Customers
-
Recovering Lost Customers
- Recovery Skills
- Complaint Letters/Emails
- Abrasive Customers
- Assertive vs. Aggressive Behavior
-
Exceeding Expectations
- Intrinsic and Associated Value
- Perception of Value
- Enhancing Message Clarity
- Customer User Group
- Convenience/Timing
2. Laboratory/Studio Sessions