- Examine the utilization of customer research aids in comprehending customer expectations and the essential market research aspects.
- Discuss the various elements of effective service marketing research.
- Diagnose the method and importance of SERVQUAL survey in understanding customer perception.
- Categorise the complex process involves conducting customer research, analysing the findings meticulously to achieve optimal outcomes.
- Discuss the significance and the methods to measure customer experience and their role in designing performance matrix.
- Discuss the value of relationship with customers and the different strategies that help in relationship development.
- Describe the concept of Customer Relationship Management (CRM) and its importance in maintaining customer relationship.
- Classify the different stages of relationship development and the strategies to build long-term relationships with customers to retail them.
- Explain the intricate interplay between service failures, service recovery strategies to ensure exceptional customer service impacts businesses.
- Discuss the concept of service guarantee with their strategies and benefits.
- Explain the importance of collaboration and communication with clients, team members, and stakeholders
- Embrace humanistic, ethical, and moral values in real-life situations
- Exercise responsibility for the completion of assigned tasks for self and the group work
- Predict and cater to own learning needs relating to the assigned task/work
Customer-Centric Service Strategies
Build service strategies that prioritize customer needs, loyalty, and long-term value.
Introduction
What you'll learn ?
- Inspect the Customer expectations and the elements required for market research to understand customers
- Compare the different components of successful service marketing research
- Illustrate the significance of the SERVQUAL survey, its approach and its ability to help comprehend how customers perceive a service.
- Examine the findings of customer research program and analyse with precision to obtain favourable output.
- Paraphrase the importance of assessing customer experience and the techniques for its measurement in shaping performance metrics.
- Compare the various strategies involved in relationship development and the value it gives in customer satisfaction.
- Interpret the idea of Customer Relationship Management (CRM) and its significance in upholding customer relationships.
- Summarize the various phases involved in developing customer relationships and outline effective tactics for establishing enduring connections with customers to retain them.
- Discover the implementation of diverse service recovery strategies that aims to address service failures and enhance customer experience.
- Interpret the idea of service guarantee, along with its associated approaches and advantages
- Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
- Develop project management skills to efficiently plan and execute projects
- make judgement and take decision, based on the analysis and evaluation of information and work scenario
- Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources
- Pursue self-paced and self-directed learning
Certification
- KLiC courses are recognised by Yashwantrao Chavan Maharashtra Open University (YCMOU).
- MKCL provides certificate to the KLiC learner after his/her successful course completion.
- Yashwantrao Chavan Maharashtra Open University (YCMOU) provides mark sheet to successfully passed KLiC learners (Jurisdiction: Maharashtra).
Academic Approach
The academic approach of the courses focuses on the “work-centric” education i.e. begin with work (and not from a book!), derive knowledge from work and apply that knowledge to make the work more wholesome, useful and delightful. The ultimate objective is to empower the Learner to engage in socially useful and productive work. It aims at leading the learner to his/her rewarding career as an employee or entrepreneur as well as development of the community to which s/he belongs. Learning methodology:
- Step -1: Learners are given an overview of the course and its connection to life and work.
- Step -2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
- Step -3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
- Step -4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
- Step -5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
- Step -6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
- Step -7: Learners are engaged in appreciation of real-life case studies developed by the experts.
- Step -8: Learners are encouraged to proceed from appreciation to imitation of the experts.
- Step -9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
- Step-10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
- Step-11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
- Step-12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!
Syllabus
- Understanding the importance of Research Objectives.
- Customer Research in Different businesses
- Burbn
- Starbucks
- Criteria for an Effective Service Research Program
- Qualitative research methods.
- Quantitative research methods.
- Importance of wants and perceptions of customers.
- Balance between cost and benefits.
- Understanding when statistical validity is required.
- Measuring Customer Priorities.
- Frequency of service research
- Measure loyalty, behavioural needs and behaviour.
- Importance of Customer Journeys
- Importance of using the complaint solicitation method in market research.
- Importance of using requirements research method in building a robust survey.
- Value of a good survey in building and maintaining customer satisfaction.
- SERVQUAL Surveys – Perceptions
- SERVQUAL Surveys
- SERVQUAL Surveys – Expectations and Post Transaction Calls.
- Service expectations meetings and reviews.
- Process checkpoint evaluations.
- Future Expectations Research
- Understanding Research
- Definitions of Research
- Understanding Customer Research
- Types of Customer Research Methods
- Qualitative Research Continued
- Analysis and Interpretation of Research
- Customer Experience
- Importance/Performance Matrix
- Definition of Importance/Performance Matrix
- Customer Research
- Definition of Customer Research
- Importance of Customer Research
- DR. OPTIMUM EXECUTION
- Upward Communication
- Importance of Upward Communication
- Research for Upward Communication
- Definition of Relationship Marketing
- Relationship Marketing Continued
- Maintaining Customer Relationships
- Customer Retention
- Evolution of Relationships
- Goals of Relationship Management
- Definition of Customer Retention
- Benefits of Relationship Management
- Definition of Special Treatment Benefits
- Special Benefits to Customers
- Special Benefits to Companies
- Economic Benefit
- Relationship Value of Customer
- Customer Relationship Management (CRM)
- Case Study: Amazon
- Customer Profitability Segments
- The Customer Pyramid
- Customers View of Profitability Tiers
- Making Business Decisions Using Profitability Tiers
- Definition of Relationship Marketing
- Different Stages of Relationship Development
- Relationship Development
- Relationship Dissolution
- Strategies used to Retain Customers
- Relationship Development Strategies Examples
- Strategies to build long-term relationships with customers
- The Customer is not Always Right
- Maintaining Customer Relationships
- Ending Business Relationships
- Ending a customer relationship: dos and don’ts
- Customer relationship challenges in e-commerce
- The Impact of Service Failure and Recovery
- The Customer Complaint Iceberg
- Case Study: Southwest Airlines
- Customer's Response to Service Failure
- Understanding Why People DO and DO NOT Complain
- Service Recovery: Ritz Carlton Story
- Service Recovery Strategy: Fix the Customer
- Service Recovery Strategy: Respond Quickly
- Providing Appropriate Communication
- Treating Customers Fairly
- Cultivating Relationships
- Encourage and Track Complaints
- Learn From Recovery Experiences
- Learn Froom Lost Customers
- Getting it Right the First Time
- Service Guarantee
- Definition of Guarantee
- Service Guarantee Continued
- Characteristics of Effective Guarantees
- Types of Service Guarantees
- Benefits of Service Guarantees
- When or when not to give Service Guarantees
- Who Decides to Give Service Guarantee?
- When to Give Service Guarantee?
- When NOT to give Service Guarantees?
- Do Service Guarantees really work?
- Switching VS Staying Following Service Recovery
- Infrastructure Development
- Construction Machines: Market Reality
- Organizational Buying process for Construction Machinery
- The Product
- Wheel Loader Questionnaire
- Market Mapping - First Component
- Market Mapping - Second Component
- Market Mapping - Third Component
- Importance of Case Studies
- Classification and Strategies of Rural Products
- Factors Influencing Rural Marketing
- Analysing Risks in Crossbreeding of local Cows (Open system)
- The Real Risk & the Perceived Risk
- Why farmers don’t use de worming drugs
- Methodology of Calculating Profit and Loss
- Enhancing Sale of Winter Tyres
Evaluation Pattern
Evaluation Pattern of KLiC Courses consists of 4 Sections as per below table:
Section No. | Section Name | Total Marks | Minimum Passing Marks |
---|---|---|---|
1 | Learning Progression | 25 | 10 |
2 | Internal Assessment | 25 | 10 |
3 | Final Online Examination | 50 | 20 |
Total | 100 | 40 | |
4 | SUPWs (Socially Useful and Productive Work in form of Assignments) | 5 Assignments | 2 Assignments to be Completed & Uploaded |
YCMOU Mark Sheet
Printed Mark Sheet will be issued by YCMOU on successful completion of Section 1, Section 2 and Section 3 and will be delivered to the learner by MKCL.
YCMOU Mark Sheet will be available only for Maharashtra jurisdiction learners
MKCL's KLiC Certificate
The certificate will be provided to the learner who will satisfy the below criteria:
- Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
- Additionally, learner should have completed Section 4 (i.e. Section 4 will comprise of SUPWs i.e. Socially Useful and Productive Work in form of Assignments)
- Learner has to complete and upload minimum 2 out of 5 Assignments
Courses Fee Structure from 01 July, 2025 Onwards
KLiC 30 hour course fee applicable from 01 July, 2025 all over Maharashtra
KLiC Course Duration | MFO (Inclusive of GST) |
ALC Share (Service Charges to be collected by ALC) |
---|---|---|
30 hours | Rs. 300/- | Rs. 1,500/- |
* Above mentioned fee is applicable for all Modes of KLiC Courses offered at Authorised Learning Center (ALC) and at Satellite Center
* Total fee is including of Course fees, Examination fees and Certification fees
* MKCL reserves the right to modify the Fee anytime without any prior notice