Success for the GAC Group hinges on the quality of the relationship we have with our customers. To continue growing, we need to keep existing customers happy and constantly strive to attract new ones. The key to managing this relationship lies in listening to and understanding customers, anticipating their needs, and responding in a way that excites them.

Knowledge of the tools and techniques of Customer Relationship Management (CRM) is not just for selected managers and supervisors; it is essential for all personnel and, if practiced effectively, will bring the following benefits to our organisation:

• An increase in profits without increasing costs
• The building of existing business as well as new business
• The identification of small customers that have the potential to be very large customers
• An increase in customer loyalty, which decreases customer "churn"

It is important to understand that profitability grows over the lifecycle of a customer. In other words, the longer we retain a customer, the more we reduce costs, increase prices, and expand our reach into the customer’s company. The key to this long-term retention is excellent CRM. The cost of poor CRM also has a magnifying effect, as each disgruntled customer is likely to tell eight to ten others of their unproductive experience.

The GCA course Customer Relationship Management (CRM) has been designed to provide structured training in this essential area. By incorporating interesting case studies, participants will learn effective ways of maximising their customer interactions.