Customer Relationship Management (CRM)

The objective of this business and management course is to equip you with a sound foundation of CRM concepts and best practices so you can implement CRM practices successfully for long-term profitability. Businesses aim to win and keep customers. Their competitors also seek to do the same.

Course Outline:

1. What Is Customer Relationship Management?
1a. Benefits of CRM to a Small Firm
1b. Essential Materials for a CRM Program
2. Outstanding Customer Relationships through Extraordinary Service
2a. Managing Customer Satisfaction
2b. Evaluating a Firm’s Customer Service Health
3. Using Technology to Support Customer Relationship Management
3a. Creating a CRM Database
3b. Using a CRM Database
3c. Data Use and Privacy Concerns

4. Customers as Decision Makers
4a Need Recognition
4b. Information Search and Evaluation
4c. Purchase Decision
4d. Post-Purchase Evaluation
5. Understanding Psychological Influences on Customers
5a. Needs
5b. Perceptions
5c. Motivations
5d. Attitudes
6. Understanding Sociological Influences on Customers
6a. Cultures
6b. Social Classes
6c. Reference Groups
6d. Opinion Leaders
7. Putting Customer First
Customer Service in the 21st Century
Handling Complaints
Customer Service Agreement
Why put customers first?
Meeting Customers’ Requirements

Focusing on your Best Customers
Defining “best” customers
Identifying a worthwhile customer
Understanding the end customer
Using questionnaires
Promoting a customer-first attitude
Developing a customer-first culture
Forming partnerships
Handling change effectively
Succeeding with e-business
Communicating clearly
Dealing with complaints
Learning and innovating
Evolving towards future customers
Assessing Your Customer Service Skills