MK444 Customer Service & Communications (3 cr.)

This course addresses the importance of customer service and customer-centered communications for ensuring the success of organizational marketing efforts. It explores the concepts of designing systems that meet the service and communications needs of customers, and of building and maintaining lasting customer relationships. Strategies for assessing whether systems promote or hinder an organization’s ability to deliver excellent customer service are examined. Also examined are techniques for designing effective communications and the use of technology to support customer service activities.

Upon completion of this course, students are expected to be able to do the following:

1. Examine the roles of customer service and customer relationship management as part of the strategic marketing process.
2. Analyze what facets of an organization’s customer service efforts motivate customers to patronize the organization, and which facets turn customers off of market offerings.
3. Design strategies for exceeding customer service expectations and winning customer loyalty.
4. Design strategies for dealing with dissatisfied customers.
5. Examine multicultural customer service, and develop strategies for overcoming cultural barriers that inhibit outstanding customer service.
6. Apply telephone, computer, and web-based technologies to enhance customer service initiatives.
7. Assess and implement techniques for motivating employees to provide outstanding customer service.