How do we build customer centric strategies to keep pace with rapidly changing business environments? Every company should put customer relationship management as a strategic business priority in order to maintain mutually sustainable and profitable relationships. This course is designed to provide students with an understanding of Customer Relationship Management (CRM) including strategy, organization, marketing, information technology and implementation.
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Upon successful completion of this course, the student will be able to:
Explain the importance of the strategic, technological and organization aspects of CRM.
Define and analyze the core elements of CRM that optimize profitability, revenue and customer satisfaction and excellence.
Understand how to grow the value of the customer base by setting priorities, targeting the right segments, developing the relationship and creating value at life time events and improving retention rates.
Define customer service excellence and how it drives extraordinary experience and relationship management.
Describe how multi-channel management, personal selling, and the online environment has influenced the development of long-term customer relationships.
Evaluate CRM case studies in the context of current trends and changes in the business environment.
Conduct a CRM analysis for an organization.
Effective as of Winter 2018
MKTG 3113 is offered as a part of the following programs:
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