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Small Business Management Certificate Part 2: Focus on the Customer


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Course Description

approximately 9 hours (CE credits and registration are connected to the SBMC program, not to the individual course)

Increase your profit with this focus on marketing and customer service. Hone your skill in business management, marketing, communication, customer-relationship management, and interpersonal and personal development.


Course material courtesy of VuBiz and our strategic partner, Service Quality Institute's Feelings seminars, which have been attended by over one million participants worldwide, and the book Feelings—Customer Care, by John Tschohl, a “customer-service guru” (Time and Entrepreneur Magazine).

9 Required Modules

Marketing Opportunities
Examine three fundamental activities: identifying opportunities, conducting market research, and understanding consumer behaviour.
  • Four major types of opportunities and the process to seek out attractive opportunities that a corporation, an individual, or a non-profit organization would undertake
  • The difference between market research activities, non-market research activities, and consumer behaviour
  • Consumer behaviour—how needs, wants, and buying behaviour can impact your marketing efforts
  • Ranking the order of marketing activities for effective marketing
Marketing Mix
Identify elements in the marketing mix—the balance of product, price, place or distribution, and promotion—and determine the correct balance for the characteristics of your organization and market.
  • Considerations for how your product will get to the final consumer
  • Methods of communicating to your target audience what they can buy, where they can buy it, and for how much
  • Ways in which prices can be set and the implications of setting the price
  • The product life-cycle stage, the type of goods being sold, the distribution channel used, and the appropriate promotional strategy
Marketing and Customer Service
Customer service means all features, acts, and information that augment the customer’s perception of the core product's (or service's) value. Customer service should be integrated into the early stages of product design and development. Use this module to develop a customer-service program for your own organization.
  • Extending your knowledge of the product (or service) function of the marketing mix
  • Six key steps, their purpose, and their relative importance, in setting up an effective customer-service program: strategy, leadership, personnel, design, infrastructure, and evaluation
Introduction to Feelings: Customer Care (with Video)

Overview the content and the background of the next five modules.

Understanding Why People Do What They Do
Examine the difference between customer service and quality service.
  • Why people feel the way they do about a particular company
  • How attitudes are perceived by customers, co-workers, and families
  • Positive and negative communication in relationships with customers and the daily need for positive feedback
  • External customers, internal customers, and word-of-mouth advertising
Feelings: Customer Care—Part One
Examine aspects of personal growth and the benefits of positive communication to build consistent quality-service habits.
  • Your personal goals for quality service, as well as your commitment and attitude in producing quality work
  • Zero, crooked, plastic, and hostile communications
Understanding the Effects of Positive and Negative Communication
Learn to focus on positive daily encounters and successful events to offset negative experiences.
  • The meaning and consequences of zero, crooked, plastic, and hostile communication techniques
  • The meaning and value of self-esteem in relating to others
  • Telephone techniques and the importance of listening, rather than hearing
Feelings: Customer Care—Part Two
What image do you project to co-workers, family, friends, and clients?
  • What others expect and ways to determine and satisfy customer needs
  • Steps in handling dissatisfied or irate customer
  • Building your skill to meet customer needs
The Art of Satisfying Customers
Examine the how to's of performance (delivery) and when it's appropriate to make promises to customers.
  • The danger of the “know-it-all” and the importance of continuous learning on the job
  • The impact of positive communication on learning and different methods of learning
  • Barriers to positive communication and how to overcome them
  • The potential for future growth that dissatisfied customers provide
  • Strategies to handle problem situations and techniques for changing a dissatisfied customer into a satisfied one

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