Subject 'Customer Relations Management'

Year:   2013/2014    2014/2015    2015/2016    2016/2017    2017/2018    

On the way to the service-providing community. The notion, essence and quality of service providing and CRM. Contemporary paradigms of customer service. Presentation of a service/product. Customer. Creating customer relations and its connection with marketing. Different customer types. Service provider/engineer - personality, skills, attitudes, motivation. Self-assessment and positive self-image, self-assertion. A difficult customer. Co-operation. A service-provider's communication competences. Stages of communication. Components of communication. Means of communication. Levels of communication. Active listening. Questioning and answering. How to find and keep customers using telephone and internet contacts. Dealing with conflicts, complaints and commendations.
Establishing long-term customer relations. How to find loyal customers.
Maintenance and management of customer relations.

The aim of the course is to provide the knowledge and practical skills necessary for customer relations management (CMR), the area a student will face in his/her future professional activity. Creation and management of customer relations on the psychological level enables effecive and empathic approach to each customer. After completing the course students have a better understanding of creating and managing communication between a service provider/engineer and a customer/client.

After completing the course the student
- has knowledge of the basics of service providing and CRM;
- knows the meaning of customer-centred service and its connection with marketing;
- is able to communicate the first positive impression;
- can manage the customer service process starting with the first contact until terminating the contact, creating in another person readiness to communicate;
- is able to use verbal and non-verbal means of communication;
- has an overview of various questioning techniques and can ask questions, which help the customer to open up;
- is able to use the methods of active listening;

- can find out the customers' expectations and needs, is able to conduct a sales conversation;
- is able to handle the customers' complaints and reclamations;
- is able to see problems from "winner - winner" position and can manage customer relations.

Day-time study. Distance learning.
Teaching methods:
Lecture, guided conversation, discussion, different group work, photo and video analysis, independent work.

Klienditeenindus valguses ja varjus. 2005. Tallinn: Äripäeva Kirjastus.
Lehtsaar, T. 2008. Suhtlemiskonflikti psühholooogia. TÜ Kirjastus.
Matthew, M. jt. 2001. Suhtlemisoskused. Tallinn: Väike Vanker.
Mauring, T. 1997. Isiklik müük. TÜ Kirjastus.
Sameli, E. 2005. Suhtlemine - keskastmejuhi proovikivi. Tallinn: Äripäeva Kirjastus.
Trell, E. 2006. Suhtlemispsühholoogia 1. Tallinn: Tallinna Tehnikakõrgkool.
Vadi, M. 1997. Müügisuhtlemine. TÜ Kirjastus.
Lakhani, D. 2009 How to sell when nobody`s buying. John Wiley&Sons,Inc.
The materials chosen by the lecturer

Different group work tasks, making up photo and video analysis, tasks for independent work.
The grading criteria are provided by the lecturer at the beginning of the course.

e-learning course: Kliendisuhete juhtimine - by Anneli Kaldoja

2013: ET*  HE  KT*  ME  RA*  RG  RR  RT  TD  TE  TT  

2012: AT  EI  ET  GI  KT*  LI  MI  RA*  RR  RT  TD  TEI  TI  

2011: AT  EI  GI  KT*  LI  MI  RA*  RR  RT  TD  TEI  TI  

2010: AT  EI  GI  KT*  LI  MI  RA*  RR  RT  TD  TEI  TI  

2009: AT  EI  GI  KT*  LI  MI  RA*  RR  RT  TD  TEI  TI  

* Optional subject