Course Overview
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Course Synopsis
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This course provides a comprehensive review of Customer Relationship Management. It explains what CRM is, the costs it creates and the benefits it delivers, the many varied contexts in which it is used, the technologies that are deployed, and how CRM can be implemented. The course shows how CRM practices and technologies are used to enhance the achievement of marketing, sales, and service objectives throughout the customer lifecycle stages of customer acquisition, retention and development, whilst simultaneously supporting broader organizational goals.
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Course Learning Outcomes
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At the end of the course, you should be able to:
- An overview, of the domain of CRM
- Emphasizes a managerial perspective on CRM
- How CRM practitioners in sales, marketing and service can understand and make use of social media platforms like Twitter and Facebook, and the customer-related data they offer.
- Big data. These are data that are typified by their volume, velocity and variety. The data that are held by social media platforms are only one type of big data.
- How Social CRM fits into the CRM landscape, and particularly whether it is a fundamental type of CRM, equivalent to strategic, operational and analytical CRM.
- How to analyze and make use of unstructured data such as transcripts of telephone calls, call centre agent notes and survey participants’ responses to open-ended questionnaire items.
- How marketers, salespeople, service staff and their managers can use technologies to better understand and meet the requirements of customers, whilst also meeting organizational goals and objectives.
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Course Calendar
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Week 01
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1
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Theme 1: Introduction to CRM
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Week 02
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2
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Theme 2: Understanding CRM
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Week 03
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3
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Theme 3 : Managing the Customer Journey: Customer Acquisition
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Week 04
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4
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Theme 4 : Managing the Customer Journey: Customer Retention and Development
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Week 05
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5
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Theme 5 : Customer Portfolio Management
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Week 06
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6
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Theme 6 : Managing Customer-Experienced Value
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Week 07
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7
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Theme 7 : Managing customer experience
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Week 08
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8
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Theme 8 : Marketing Automation
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Week 09
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9
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Theme 9 : Sales force automation
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Week 10
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10
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Theme 10 : Service Automation
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Week 11
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11
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Theme 11 : Developing and Managing Customer-Related Databases
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Week 12
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12
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Theme 12 : Using Customer-Related Data
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Week 13
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13
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Theme 13 : Planning to Succeed
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Week 14
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14
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Theme 14 : Implementing CRM & Looking to The Future
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