1. Section 17: Relationship Management
   1. Subtopic 1
   2. Subtopic 2
   3. Subtopic 3
   4. Subtopic 4
   5. Subtopic 6
   6. Generic Customer Relationship programme - must have certain pre-conditions
   7. 4 sub-process for effective CRM
2. Section 18: Managing Customer Service
   1. Clark & Baker (2004)- model consists of 5 vectors: 1) Leadership and Values 2)Customer Intelligence 3)Operational effectiveness 4)Engaging people 5)Organisational agility
   2. SERVQAL, an instrument to measure service - 5 key questions 1) reliability 2) responsiveness 3)assurance(customer) 4) empathy 5)tangibles, the list should then include the internal element of service - managements perceptions of customer service- service/quality specifications-service delivery-external communication to customer, values and image
   3. Subtopic 3
3. Section 20: Managing Key Accounts
   1. Difference between KAM vs Global Account Management
   2. Cost to serve the accounts
   3. Conflicts between KAM and Traditional Sales Teams:
   4. Key relationship development and hierarchy of relationships.
   5. Defining and selecting key accounts
   6. Subtopic 6
4. Section 19: Engaging People
   1. The link between employee satisfaction and company performance, applying the service profit chain, since it links employee satisfaction with increased revenue and profitability
   2. Role of leadership: Heskett et al 1994, leadership is rated on 5 constructs: 1) energetic,creative vs stately, conservative? 2)participatory, caring vs removed, elitist? 3)listening, coaching, teaching vs supervising and managing? 4) motivating by mission vs motivating by fear? 5)leading by means of personally demonstrated values vs policies
   3. How much time is spent by the organisations leadership personally developing and maintaining a corporate culture around service to customers and fellow employees?