This course introduces the benefits of creating
customer loyalty, developing a market intelligence
enterprise, and incorporating customer relationship
management in a company. Students will learn how to
create customer loyalty, define the four marketing
tiers, define, the four types of CRM, define the CRM
process, and evaluate critical success factors. Course
activities also cover the goals and cost of CRM, CRM
pre-implementation strategies, the CRM implementation
process, tactics used to test CRM, and ways to modify
operations costs to become customer focused. Students
will also learn how to manage customer relationships
over the Internet, identify the characteristics of eCRM,
automate processes with eCRM, and customize eCRM
interfaces for each type of eCRM user.
Topics:
Customer loyalty
Topic A: Customer loyalty
Topic B: Market intelligence enterprise
CRM
basics
Topic A: Customer information
Topic B: A
CRM program
Preparations for CRM
Topic A: CRM
and expenditures
Topic B: Implementation planning
CRM implementation
Topic A: CRM implementation
preparation
Topic B: The implementation process
eCRM
Topic A: eCRM fundamentals
Topic B: eCRM
and automation
eCRM customisation and goals
Topic A: eCRM customisation
Topic B: eCRM goal
