Customer Relationship Management

This course examines customer relationship management (CRM) as a key strategic process within all organizations and serves as a foundation course in the Service Management Program. CRM is defined as the overall process of building and maintaining profitable customer relationships by delivering value and satisfaction to the customer. Focusing on process, strategy and technology, this course leads students from understanding the fundamentals of CRM through the implementation of CRM systems and analysis of customer data. It discusses the CRM philosophy as well as the systems in place that incorporate and integrate information from sales, marketing and service.

What will you study

• CRM Vision (Leadership, Social Worth, Value Proposition)
• CRM Strategy (Objectives, Segments, Effective Interactions)
• Values Customer Experience (Understanding Requirements, Monitoring Expectations)
• Organizational Collaboration (Culture and Structure, Customer Understanding, Incentives and Compensations, Partners and Suppliers)
• CRM processes (Customer Life Cycle, Knowledge Management)
• CRM Information (Data, Analysis, One View Across Channels
• CRM Technology (Applications, Architecture, Infrastructure)
• CRM Metrics (Cost to Serve, Satisfaction, Loyalty, Social Costs)

Who should attend

Middle and senior-level managers from marketing, e-commerce, sales and operations, Product, brand, e-marketing and advertising managers, finance managers responsible for customer profitability measurements and analysis Sales and service managers.