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Understanding your customers
Understanding your customers

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1 Why should you care about your customers?

In this session you will:

  • study a definition of marketing from the Chartered Institute of Marketing (CIM) which introduces the concept of the ‘7Ps’ of marketing and their importance.
  • focus on marketing as an exchange process and learn how to improve the outcome of an exchange.
  • consider the relevance and importance of customer experience management in creating a successful customer experience.