The latest, fully updated edition of this popular workbook, containing the most recent exam questions and specimen answers from the senior examiner. Understanding Customers has been specifically written for students studying for the Understanding Customers module in the CIM Certificate. It is endorsed and recommended by Trevor Watkins, the CIM chief examiner. Written to help you pass first time, the text layout is lively and interactive. Each Unit has the same structure to ensure consistent and easier learning. Units contain: * Unit objectives to make planning your time easier * Unit tasks to help you test what you have learnt * practical examples and case studies to relate theory to practice * helpful questions to test your knowledge * where to find out more in case you're stuck * succinct chapter summary * revision tips to get you through the exam Quotes from users of the first editions include: 'Recommended for student individual study use... user friendly and relevant.' 'Well designed and effectively structured... These BH texts will replace the BPP texts' Essential Reading in the CIM Recommended Reading list.