CUSTOMER RELATIONSHIP MANAGEMENT

Description

This course will present innovative, proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes and procedures) will realize the return on investment projected. Throughout the course, measurable data-containing examples will be provided on how CRM theory is applied with great success by various corporations. Objectives will focus on the scientific reasons why people resist change, a process to deal with that change, a process to measure the results in an on-going manner and how to tie in and measure those results to a company’s bottom-line.

Program

MBA

Objectives

• Upon completion of this course, the student should be able: • To provide a conceptual and theoretical knowledge about the important definition of CRM and to answer this question “what do we want to achieve with CRM”. • To develop critical ways of thinking (analysis and synthesis) for evaluating and applying a variety of concepts and techniques in building customer knowledge through case discussions and other experiential assignments. • To facilitate students to become an active creator of their own knowledge base by becoming a learner through direct observations of examples of managerial behavior in daily life. • Describe the meaning of CRM and demonstrate its importance. • Discuss the wider external factors that might affect CRM. • Demonstrate knowledge of basic functions of business required to provide customer service within the global marketplace. • Understand service marketing and management that ensures the development of successful customer service outcomes in today’s competitive environment. • Apply critical thinking skills to be able to recommend appropriate outcomes in business situations. • Employ effective communications skills, both written and verbal. • Recognize and apply appropriate ethical, social and diversity standards within the business environment. • Examine the factors that have contributed to the development of CRM. • Examine and evaluate the nature of customer relationships. • Evaluate and discuss the conceptual foundations of relationship marketing and its implications for further knowledge development in the field of business. • Evaluate factors affecting implementation of CRM. • Evaluate the strategic factors that need to be taken into account when dealing with customers. • Identify and analyze the problems associated with the CRM. • Describe the major concepts and framework of customer relationship management. • Analyze the key drivers for successful customer relationship management programs. • Apply the concepts and tools covered in the course to design a customer relationship management program for a real company. • Collaborate with other classmates productively in the group work; communicate and present information effectively. • Show excellent command of all aspects of the course, with the ability to describe concepts and applications in CRM. • Show excellent problem solving and case analysis skills. • Demonstrate excellent ability to raise question and think critically.