Managing Customer Relationships in B2C and B2B Markets

Name: Managing Customer Relationships in B2C and B2B Markets
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Learn how ‘B2C’ and ‘B2B’ businesses can improve their customer relations and boost profits in this free online course.

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Learning Outcomes

Upon successful completion of this course, you should be able to:

Explain how a business can decide how much money to spend on customer acquisition and retention
Discuss the effects of customer-perceived value and satisfaction in business-to-consumer (B2C) markets
Identify the steps in managing customer defection in B2C markets
Describe how service companies of B2C markets can strategically recover from service failures
Highlight the unique characteristics of business-to-business (B2B) markets
Outline the stages of the B2B buying process
Establish the importance of customer relationship management in B2B markets
Summarize how to manage customer loyalty in such a market
Appreciate the effects of brand loyalty and ‘construal level’ theory in B2B markets

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