Time:
This exercise will take about 20 minutes to complete. In total, allowing for discussion, we recommend allowing 60 minutes to complete this module.

Aims:
• To analyse a personal experience as a customer and identify the events which created a lasting impression.
• To consider what influences customers’ service expectations and why expectations differ.
• To discuss the impact of different expectations and experiences on Customer Relationship Management.

Group Size:
This module is suitable for use with groups of up to 25 participants. It is not recommended for larger groups.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This is the second in a series of four modules that looks at CRM as a topic in its own right.

Further modules on this subject include CRM 1 - Introducing CRM, CRM 3 - Using Data and the practical exercise based CRM 4 - A Plan for Dune Races.