Increased competition and globalisation necessitates that customers must be retained. Building long-term relationships with reciprocal customers is one way to manage customer retention. Yet, very few managers and employees know why and how to build relationships with customers. The objective of the Building Strong Relationships with Customers short course is to assist you in understanding customer needs and to identify customers for relationships marketing, which should positively impact customer retention. In this course you will be assisted to deal with customers and to build relationships with reciprocal customers to retain customers.