Importance of customer relationship management (CRM) to business | ATHE L4 Unit 10 LO1

This video teaches Learning Outcome 1 of Unit 10 Customer Relationship Management on the ATHE Level 4 Extended Diploma in Business and Management. You will learn how to define customer relationship management and explain its key features: collecting customer information, systems to store it, access for the right staff, analysis of customer behaviour, and the use of data in marketing, customer service and quality systems. We then analyse the benefits of good CRM to a business, including profit, competitive advantage, sales, targeted marketing, personalisation, satisfaction and retention. Two worked examples show customer lifetime value and Net Promoter Score step by step. Real cases include Tesco Clubcard, Ryanair and the UK Customer Satisfaction Index, plus an illustrative small bookshop. We finish with ways to measure customer satisfaction. The video suits learners on the ATHE Level 4 Extended Diploma in Business and Management who are preparing Task 1 of the assignment, and anyone starting a customer service or marketing role. Study the ATHE Level 4 Extended Diploma in Business and Management with UK Versity: https://www.ukversity.co.uk ATHE Level 4 Extended Diploma in Business and Management, Unit 10: Customer Relationship Management. Learning Outcome 1: Understand the importance of customer relationship management (CRM) to business. Chapters: 0:00 Introduction and learning outcome 1 1:34 Key features of CRM 8:11 Benefits of good CRM 14:23 Measuring customer satisfaction 20:46 Further reading, plenary and references Presented by UK Versity (ukversity.co.uk). Study the full course with tutor support at UK Versity. Disclaimer: This video was created by UK Versity Online for educational purposes. Organisation names are used for educational comment only and do not imply endorsement. Photos are public domain (CC0). #CRM #CustomerRelationshipManagement #ATHE #Level4Business #BusinessStudies #CustomerService #NetPromoterScore #UKVersity ⚖️ COPYRIGHT NOTICE & DISCLAIMER: All content in this video is the exclusive intellectual property of UK Versity Online. This video, in whole or in part, may not be copied, reproduced, distributed, uploaded to any third-party platform, embedded, or integrated into any website, application, or learning management system without the prior written permission of UK Versity Online and the payment of applicable royalties. Unauthorised use, reproduction, or distribution of this content constitutes an infringement of UK Versity's intellectual property rights and will be subject to legal action under applicable UK and international copyright law. For licensing or permissions enquiries, contact: info@ukversity.co.uk