Case for a Mandatory Customer Relations Course, Concentration in MBA Curriculums
This article is about Customer Relations and the Business Process, and why there is a need for critical discussion and systemic change to value Customer Relations in advanced degrees and courses in tertiary education. Why are more courses not taught specifically about Customer Relations and its significance to business? Why does it seem more like an afterthought, rather than being a primary focus in both business schools and in the Business Process?
The Business Process, sometimes termed “cradle to grave”, involves the process of evolution of a product, including research and development (R&D), supply chains, production, logistics, marketing and sales, through to the end of the product life cycle. Business management of this process involves six main areas: Programme Management, Facilities Management, Technology, Finance, Legal and Human Resources. Programme Management is the major area responsible for the coordination of the remaining five areas. Services provided affect customers throughout the process, as well as throughout the hierarchy of any business and government, so the process requires a cost-effective and efficient approach.
Customer Relations is involved in every aspect of personal and professional life, with both business and government driven by serving the customer. Good business management principles and practices used in the corporate sector should also be applied to government and the non-profit sectors because time is money in every organisation and business, no matter the size. If Customer Relations is not provided in a suitable manner, investor funds, taxpayer money and non-profit funding may be in jeopardy.
Customer Relations
So, what is meant by the term Customer Relations? The concept of Customer Relations encompasses five areas relating to the customer: developing services and products needed by a customer; introduction of these products and services to the customer; engagement by convincing the customer to purchase; resolving issues promptly and retaining customer loyalty by providing the customer with reasons to buy your brand in the future. The aviation industry is a good example of where Customer Relations is of primary importance. Much R & D goes into developing aircraft and related products. Air shows annually showcase these products, which is where companies hope to engage customers to purchase at competitive prices. Using current technology and safety levels along with high standards of service can ensure lucrative sales contracts and loyalty to the brand.
Although Customer Relations is often seen as limited only to customer service in sales and marketing, in reality, the area touches all aspects of business. With this in mind, the definition of Customer Relations needs to be expanded to show how Customer Relations exists at all levels of any business, and to be successful must be tailored to the type of business and needs of the customer for that particular business.
I recently completed research which examined the Business Process and whether or not there is a need for Customer Relations to be introduced as a concentration in the Master of Business Administration (MBA) curriculum and other disciplines. The study looked at three areas in 25 globally diverse countries to see how much of the Customer Relations process is part of university curricula. Within each country, research was done in three areas looking at economic data, a university MBA curriculum and a company Annual Report. Criteria used for selection of countries to be included in the study were: location for a global perspective, as well as schools and companies with a website in English or with a website translator to English.
The 2023 Annual Reports were selected from company websites for the business and private sectors. Only reports in English or with a translator to English were selected within the following 12 industries: 1. Agriculture and Environment; 2. Conglomerates and Multinationals; 3. Energy; 4. Finance; 5. Government; 6. Health and Science; 7. Hospitality, Entertainment and Personal Care; 8. Industrials; 9. Real Estate; 10. Retail; 11. Technology and 12. Transport. These Annual Reports showed a definite need for the early introduction of Customer Relations at the university level to prepare students for the business world. Annual Reports focus not just on financials but also on Customer Relations through marketing and sales. They showcase their products and services as quality goods to benefit the customer, ensure profitable returns for stockholders and allow the company to remain competitive.
MBA curricula
This research made the case for including a business course in Customer Relations as a mandatory core course in university MBA curricula, because Customer Relations is not seen as a distinct part of university curricula but is seen as a part of other courses, primarily marketing. The curricula studied showed no “stand-alone” course with a primary focus on Customer Relations. The research supported the conclusion that an introductory Customer Relations course, i.e. Introduction to Customer Relations, should be incorporated as a mandatory course within every MBA curriculum. The MBA course would be the starting point to have the course included in other disciplines, with the next step to offer several courses as a concentration. The core Customer Relations course would need to be coordinated with other courses, not just within the MBA curriculum, but also with related disciplines. Other Customer Relations courses should then be developed and a concentration in Customer Relations developed to give it the important place it requires in these curricula.
Having a course in Customer Relations will also reinforce the need for ethical service to the taxpayer or the business customer for new batches of MBA graduates who enter public service or business. The costly default for many businesses is to fill the gap in this part of previous education by providing training on-the-job or by formal training done in-house or on-site by private consultants.
It is hoped that this study will encourage universities to expand their business curriculum to include a concentration in Customer Relations as part of the MBA offering. This will prepare students better to face the challenges of Customer Relations that they will experience in their future workplaces, and these courses will provide a framework for cultivating and enhancing quality Customer Relations, no matter where the student works.
In conclusion, Customer Relations affects every part of the Business Process and has an essential role in that process. Business is not just about numbers, because at the heart of any business, there is a relationship with a customer. Effective business management is critical for the success of any business and needs to be in touch with proper and up-to-date Customer Relations policies and procedures to be successful.
Sri Lanka was one of the countries selected for this study. Perhaps Sri Lanka will be the first globally to introduce a Customer Relations concentration into the MBA curriculum of the university studied. It is hoped that universities worldwide will start this trend for students to be better prepared for employment, as well as for the benefit of the customer.
(The writer can be reached at paferdinand@yahoo.com).
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