Customer Relationships is an insightful book that delves into the world of Customer Relationship Management (CRM) and unveils strategies to develop effective customer interactions and cultivate long-lasting profitable relationships. In today's competitive business environment, the ability to connect, understand, and satisfy customers has become more crucial than ever. This book offers an indispensable guide to leverage CRM techniques, bridging the gap between businesses and their target audience. This is a comprehensive guide for business leaders, marketing professionals, and CRM practitioners seeking to revolutionize their customer relationships and drive business growth. By implementing the strategies and concepts presented in this book, organizations can transform their approach to CRM, leading to increased customer satisfaction, improved brand loyalty, and ultimately, sustainable success in today's dynamic marketplace. This book has been made as per the syllabus of National Education Policy.

Preface

Unit 1. Definition of Customer

• Customers

• Types of Customers

• Value in Customer Relationships

• Total Cost of Ownership

• Philosophy of Guest

Unit 2. Service Excellence & Experience

• Creating Standards in Services

• Benchmarking

• Principles of Customer Service

Unit 3. Defining Loyalty

• Understanding Loyalty Segment

• Loyalty Schemes

• Customer Retention Techniques

• Creating Service Excellence

Unit 4. Customer Metrics

• Uses of Customer Metrics

• Creating Guest Centric System

• Emerging Trends in Guest Retention & Creating Excellence

Unit 5. Guest Contact & Current Hospitality Practice

• Guest Relations

• Service Culture

• Handling Awkward Difficult Situation

• Guest Communication

• Guest Preferences and Guest History

• Complaint Management System

• Guest Satisfaction Tracking System & Mystery Audits

Bibliography

Index

Dr. Kamal Piyush is an active Hospitality Professional with a career spanning over 6 decades. He has worked in industry operations for thirty two years and there after in Hospitality education. As an academician he has started and managed various institutions of hospitality with excellence. He has also worked as Hospitality Management Expert for the Department of Tourism, Govt of Bihar He is also a trained trainer recognized by South Asian Integrated Tourism Human Resource Development Program supported by European Union in 1997. He has been given certificate of competence as a trainer by Indian Society of Training & Development under recognition of Hotel & Catering International Management Association in 1998.