This seminar we will explore the complexities of relationship management and customer service. Founded on the principles of relationship marketing, enhanced customer service brings sustainability and unique value to sports service provision. The seminar will introduce and explore theories, models, and measures of customer service, as well as using practical examples to provide context. The aim of this seminar is for you to develop an enhanced understanding of how to create relationships with consumers and how to manage your customer's expectations. Through this enhanced understanding you will be able to design services which meets your customer's needs better than your competitors, providing you with a competitive advantage and your customers with the service that they desire.