MIS Executive Development

Managing Relationship with Customers for Organisational Growth+

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Why You Should Attend This Course:

As statistics show that it costs between 6 to 10 times more to recruit a new customer compared to persuading your existing customers to buy more, it makes business sense to focus on improving customer relationships. To do so, the short-term solution is to bind them with “loyalty” discounts. This helps but it costs money to do so.

This course shows you how to turn customers into “ambassadors” by winning their hearts as well as their heads. You will learn how great companies such as Harley-Davidson build communities with their customers with the result that their customers not only buy more Harley products but take pride in extending the Harley family by recruiting their friends and relatives to become Harley customers – and all for free!

Managing Relationship with Customers for Organisational Growth is a national competency unit from the Business Management (BM) Workforce Skills Qualifications (WSQ).


Learning Outcomes:

Upon completion, participants will gain the knowledge and skills to manage their customer more effectively. Competency elements covered in this unit includes:

  • Identify and assess customer expectations to meet customer needs.
  • Set customer service standards to ensure that customers receive a consistent experience.
  • Manage customer expectations to increase customer satisfaction.
  • Resolve issues in accordance with organisational procedures.
  • Maintain and improve relationships to enhance customer retention.


Course Outline:


Introduction and Overview

  • Course objectives and components
  • Assessment requirements


Identify and assess customer expectations to meet customer needs

  • Categories of customer characteristics
  • Identifying customers and their needs/expectations
  • Assessment of customers’ expectations


Set customer service standards to ensure that customers receive a consistent experience

  • Objectives of setting customer service standards
  • Setting customer service standards
  • Criteria for measuring customer service standards


Manage customer expectations to increase customer satisfaction

  • Factors driving customer satisfaction
  • Methods of gathering feedback from customers
  • Feedback Mechanisms
  • Loyalty Programmes


Resolve issues in accordance with organisational procedures

  • Dealing with complaints – understanding the roles of complainant and organisation’s service representative
  • Training Service Staff to handle both rational and emotional issues


Maintain and improve relationships to enhance customer retention

  • Importance of building customer relationships
  • Putting the pieces together in managing customer relationships for organisational growth


Review, Evaluation and Close


Who Can Benefit?

Marketing, Sales and Relationship Managers, and other Level 4 executives who may go under various titles such as Sales Executives, Customer Relationship Managers/Executives/Supervisors or Public Relations Managers.

This course will also be useful for all Level 4 managers and executives from other functions such as Finance, Human Resource, Office Administration, Supply Chain, Manufacturing etc. who have internal customers who can influence the performance of their operation.



Participants will be assessed after they have been taught a particular competency through written assessment and oral interview. A Competent or Not Yet Competent assessment will be given at the end of each competency unit to confirm if participants have acquired the skills and knowledge of the subject.



Upon successful completion, participant will receive a Statement of Attainment (SOA) in BM WSQ Developing a Consumer Focused Marketing Message awarded by WDA.


Course Fee Support

SDF and Absentee Payroll is available for company-sponsored Singaporeans and PRs only.


Course Duration

2 Days (18.08 training hours)

Day 1: 8:30am–6:30pm
Day 2: 8:30am–6:30pm + 5 min Oral Interview per participant


Trainer’s Profile:

This course will be conducted by subject matter experts who are fully ACTA certified by WDA.


WSQ Level Guide:

Typical Responsibilities Job Roles
6 Directs business strategies and endorses policies and plans Chief Executive Officer, Chief Finance Officer, Chief Communications Officer, Chief Operating Officer, Chief Audit Executive
5 Provides input to and coordinates with leaders at Level 6, develops business strategies and plans, reviews and evaluates plans Finance Division Head, Human Resource Director, Marketing Director, Project Sponsor, Vice President, Licensing Head
4 Implements and monitors organisational progammes and recommends solutions Sales Manager, Finance Manager, Project  anager, Assistant Manager, Relationship Manager, Programme Manager, Research & Development Engineer
3 Executes plans, policies and procedures, applies knowledge of concepts and provides feedback Finance Executive, Analyst, Associate, Project Lead, Project Executive, Team Leads, Junior Relationship Manager, Patent Engineer, IP Administrative Officer


Important Notes:

  • Fees are inclusive of course materials, certificate of participation, lunch & tea breaks.
  • Corporate and Individual Members of MIS are entitled to 20% discount.
  • Companies are entitled to 5% discount for sending 3 or more participants to the same course on the same date.
  • All courses will be held at the Marketing Institute of Singapore, 410 North Bridge Road Singapore 188726 unless otherwise stated.
  • SDF Training Grant (for SDF-Approved Courses)
  • Marketing Institute of Singapore reserves the right to change or cancel the course due to unforeseen circumstances.
  • Courses can be custom-designed to suit your department/organisation’s unique training requirements.


    For any withdrawals or cancellation, participants will be subjected to the following charges:


  • Notice Period Withdrawal / Cancellation Charge
  • More than 14 days No charge
  • Less than 14 days 25% of course fee
  • Less than 3 working days or No-Show 100% of course fee
  • Replacements from the same company are allowed.

Entry Requirements

  • Nil

Delivery methods

  • Classroom

Assesment Methods

  • Nil

Graduation and Degree

  • Statement of Attainment (SOA) in BM WSQ Developing a Consumer Focused Marketing Message awarded by WDA

Commencement date

11 Jun 2014

Full/part time

Full Time

Length of course

2 Days

Course Price

$ 800.00

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