Study Guide

Learning objectives

After completing the course, you will be able to:
Recognize the importance and value of customer relationship management as a business success factor
investigate the role of customer understanding and customer data as part of the formation of customer experience
is aware of the importance of sales and negotiation skills in a multi-channel sales process.

Content

Creation of customer value and customer experience
Customer relationship management (acquisition and maintenance), customer loyalty, customer profitability
Customer understanding and the role of customer data
Multichannel management of the sales process (solution sales)
Sales and negotiation skills
The following common competencies of the Rectors' Council of Universities of Applied Sciences Arene develop during the course:
Working life
Proactive development