A work-based assignment of 1500 words (100%, Learning outcomes 1-3) covering customer need, identifying markets and factors that influence customer choice. This should be based on the experience of the learner in the workplace where possible.

Christopher, M., Payne, A. F. T. and Ballantyne, D. (1991) Relationship Marketing: Bringing Quality, Customer Service and Marketing Together, Oxford, Butterworth Heinemann.

Slater, J. and Narver, J. (1998) `Customer-led and market-oriented: let's not confuse the two', Strategic Management Journal, Vol. 19, pp. 1001?6.
Staffordshire University electronic resources and off-campus library facilities
Learning support material will be provided for the module including access to VLE material.
http://www.bized.ac.uk/
http://www.instituteofcustomerservice.com

The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 24 hours of class support and 126 hours of independent and self directed study. The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.

This module looks at customer service fundamentals, ways of delivering high-quality services and the measurement of performance.
- Commercial awareness
- Customer service strategy development
- Customer retention and loyalty
- Operational standards and delivering service excellence SLA and KPI, what is customer service?, utilising customer experience case studies (case studies individual experiences)
- End to end customer service cycle