Course Syllabus Introduction to Customer Relationship Management    Introduction to Customer Relationship Management      What Is Customer Relationship Management (CRM)?      What Is the Difference Between Good and Great Customer Service?      Exercise 1      Effective Ways for Turning Poor Service into Good Service      Effective Ways for Turning Good Service into Great Service      Exercise 2    Understanding the Document Imaging Services Segment      Customer Reliance on Imaging Systems and Equipment      Customer Reliance on Imaging Systems Service and Support      Understanding Customer Needs, Requirements and Expectations for Service      Understanding Your Role in Supporting the Customer      Exercise 3 Supporting the Customer    Setting the Stage for the Customer Experience      Knowing Your Customer - How Do You Do That?      Listen, Observe, Think, Speak      Identifying the Differences Between Customers’ Wants and Needs      Exercise 4      Delivering What Will Make Your Customers Happy      Preparing Yourself for the Customer Site Visit      What the Customer Will Expect to Gain from Your Visit      Exercise 5    Going Beyond Merely Break/Fix Repair      Understanding the Customer’s Need for Basic Product Service and Support      Understanding the Customer’s Need for Value-Added Service and Support      Matching Your Services to the Customer’s Total Needs      Knowing When It’s Time to Fix - and When It’s Time to Replace    Dealing with Problems and Problem Customers      Distinguishing Between a Customer Problem and a Problem Customer      Understanding the Fine Line Between a Bad Call and a Good Call      Dealing with an Irate Customer      Making Unhappy Customers Happy      Making Happy Customers Even Happier      Exercise 6 Representing the Company to the Customer    How to Best Represent Your Company at the Customer Site      Serving as an Ambassador of the Manufacturer and Your Company      Promoting Your Company’s Portfolio of Products and Services      Promoting Your Company’s Service and Support Capabilities      Serving as the Principal Channel Between Your Company and the Customer      Exercise 7    Acting as a Sales and Marketing Arm for the Company      Knowing When to Cross-Sell Products and Services      Determining What Will Best Meet the Customer's Needs      Knowing What Is Available for Sale      Recognizing Buying Signals      Knowing What and How to Upsell      How to Sell Maintenance Agreements and Professional Services      Exercise 8 Communications with the Customer and the Company    Keeping the Customer Informed      Communications Before, During, and After the On-Site Visit      Serving as a Communication Link to All Other Areas of the Business      Meeting All of Your Customers’ Communications Needs      Exercise 9    Communicating with Company Management      What Information the Company Would Like to Receive from You      What Information Your Customers Would Like to Receive from You      Becoming an Information Channel to Your Customers      Sharing Suggestions and Recommendations with Customers Field and Territory Management    Field and Territory Management      Understanding and Managing Your Installed Base of Systems and Equipment      Leveraging Your First-hand Knowledge of the Territory You Support      Knowing Your Routes - The Importance of Route Management      Managing Customer Call-backs and Follow-ups    Using Internal Company Data to Improve Your Performance      Knowing What Company Data Is Available and How to Use It      Measuring and Improving Your Own Performance    Using Outside Materials to Improve Your Performance      Knowing What Outside Materials Are Available and How to Use Them      Keeping Current on What Is Available to Support Your Customers      Exercise 10 Moving from Customer Satisfaction to Customer Loyalty and Retention    Transforming Customer Satisfaction into Customer Loyalty      Identifying What Makes a Customer Unhappy      Converting a Dissatisfied Customer into a Satisfied One      Converting a Satisfied Customer into a Loyal One    How to Get Customers to Completely Depend on You      Fixing Both the Equipment and the Customer      Becoming a Customer Advocate      Service Over and Above the Call of Duty      Exercise 11    Measuring Your Ultimate Success in Supporting Customers      Defining Best-in-Class Customer Service and Support      Delivering Best-in-Class Customer Service and Support      Distinguishing Best-in-Class Service from Average Service      Successfully Managing Your Customer Relationships      Evaluating Your Own Customer Service and Support Performance      Establishing a Partnership with Your Customers