Programme Overview

Superior customer service can differentiate your business in the marketplace. Organisations are finding that if they enhance the customer experience, a relationship can form between the customer and the organisation. Sustaining this relationship over time leads to customer satisfaction and loyalty, which enhances an organisation's competitive position and increases its profitability. Through case studies, class discussion, and presentations, you will gain a firm understanding of the key decision variables required to successfully adopt and use this methodology in B2C, B2B and B2B2C environments.


Learning Outcomes

On completion of the programme, participants should be able to:

  • Enhance competence as future leader
  • Gain knowledge, skill and ability in CRM
  • Enhance ability to formulate action plan to address real-life business issue


Programme Curriculum

1. Strategic Thinking in CRM I: Customer Centric

  • The changing environment
  • Want to be customer centric?
  • Case study


2. Strategic Thinking in CRM II: Value Proposition and Competence Issue

  • Marketing Process
  • Strategic Marketing Versus Tactical Marketing
  • Customer value proposition
  • Case study


3. Application and Action I: Strategic Focus for Execution

  • Point of resonance for strategy execution
  • Creative problem solving


4. Application and Action II: CRM Program: Satisfaction to Loyalty

  • Definition of customer relationship management (CRM)
  • Concept of customer satisfaction
  • From customer satisfaction to customer loyalty


5. Application and Action III: Customer Experience Creation

  • Definition of customer relationship management (CRM)
  • Customer experience
  • Customer experience creation
  • Identifying critical touch points along the buying process
  • Customer experience blueprinting


Key Benefits

  • Complimentary 2-week access to one of the selected Self-Paced Programmes for Executives
  • Certificate of Attendance will be awarded to participant upon completion of the programme
  • Special offer on Self-Paced Programmes for Executives subscription
  • Consultation session at special rate is available upon request
  • Becoming an Associate Member of CUHK Business School Alumni

Who Should Attend

Senior executives in either B2C or B2B companies wanting to improve service, including service companies, product companies with service-based strategies, or companies shifting from a product focus to a service focus.

Certificate of Attendance

Certificate of Attendance will be awarded to participant upon completion of the programme.


Register NOW


Duration : 1 day (Total 6 hours)

Programme Dates: 19 March 2024

Venue: Cheng Yu Tung Building, CUHK Shatin Campus






Prof. Larry Poon

Adjunct Associate Professor

The Asia-Pacific Institute of Business

CUHK Business School






Programme Details

Programme Dates: 19 March 2024

Application Deadline: 20 February 2024

Medium of Instruction: English / Chinese

Duration: 1 day (6 hours)

Venue: Cheng Yu Tung Building, CUHK Shatin Campus

Programme Fee: HK$8,000

  • Early Bird offer: HK$7,200 (register by 6 February 2024)
  • “Learn together” offer: HK$7,200 (enroll in the same programme with friends)

Remarks: Two applicants must enroll together at the same time in the same programme. Therefore, this offer does not apply when enrollment of two participants at different times or for different programmes.

  • Alumni rate: CUHK/CUSCS/APIB Alumni can enjoy a 15% discount on the programme fee
  • Corporate rate: please contact our education professionals for details
  • Continuous Learning Offer: Additional 5%, 10% and 15% discount will be offered to applicant who has previously completed 1, 2 and 3 programme(s) of the Digital Leadership Series for Executives within 24-month period, respectively. This offer can be used in conjunction with other promotional privileges.


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Contact Us

Ms Sherry Lui

Phone: (852) 3943 7425