About this course

Course code TP62
Duration 1 Day

Markets are becoming increasingly competitive and it is more important than ever to build better relationships that win customers and keep them. Not all customers are equally important and an organisation has limited resources, so it is essential to have a clear plan that builds different types of relationships with different customers. This programme will show you how.

Benefits to you and your company
Your organisation will have a relationship plan that will enable you to maximise the return on investment in each customer. Long-term relationships can be established with the right customers that will generate more profit over time and the organisation can build their customer base so that they minimise risk and increase opportunities to build customer loyalty.

Who should attend?
This course is for marketers who are currently involved, or expect to be involved, in the development of relationship marketing plans and customer retention initiatives. It will be of value to those who need to address the strategic and tactical aspects of long-term customer or distributor retention.

Delegates will learn how to

  • Identify the characteristics and the process of relationship marketing.
  • Learn a range of tools and skills that will enable you to take the lead in developing and managing customer relationships.
  • Construct a relationship marketing plan that can be applied to increase the value of customers.
  • Ensure that resources are directed to the right customers.


  • Apply the principles of trust, commitment and loyalty to relationship marketing.
  • Recognise the elements of transactional marketing and relational marketing.
  • Identify the characteristics and the process of relationship marketing.
  • Manage the relationship life cycle.
  • Identify a number of target groups that will require different types of relationship.
  • Identify and analyse customer expectation and perception.
  • Recognise the tools and techniques used to implement relationship marketing.
  • Construct a relationship marketing plan, structure and content.
  • Address the internal issues that affect success in relationship building.
  • Use various forms of technology to build and maintain relationships.

Delivery style
The course will be delivered using a combination of presentations, discussions, case-studies, exercises and examples of best practice across a range of industries.

1 Day


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0345 074 7998 or email us at info@qa.com to discuss how we can help.

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