Understand Customer Relationship Management; Competitive Advantage through Customer Relations Management; Assessing Your Own Customer Relationship Performance; Implementing a Customer Relations Programme; CRM as a Business Process; The CRM Champion; Motivating People to Care for and manage Customers; Measuring Customer Satisfaction; Dealing With Customers Face to Face; The Importance of Team Work; Standards and Continuous Improvement in CRM; CRM, Communication and People; Action Planning.