Introduction
This resource brings together several strands to help learners explore the importance of a core, enterprise-wide, and consistent focus on delivering customer value.
Learners first consider what it can mean for all parts of an enterprise to focus on customers. They consider the importance of strong, positive customer relationships before reviewing how customer value contributes towards the wider financial goals of the enterprise, so it must be delivered in cost-effective ways. Learners explore how this focus helps resolve a difficult situation.
What's in this resource?
This resource consists of:
- An overview video which can be watched on its own or shown in part to the class to support the lessons. Use the chapters to navigate along the video.
- A student resource which contains key information related to the subject, diagrams, questions and a case study.
- A teacher guide with advise about how to deliver the subjects and suggestions for classroom activities.
Suggested learning outcomes
Learners will be able to:
- understand that effective customer management starts by understanding customer needs and identifying sources of value
- list qualities of strong customer relationships and the behaviours that build them
- describe how lean thinking helps control costs while delivering customer value, leading to profitability.
Topics covered
- Enterprise.
- Marketing orientation and customer focus.
- Communication.