Customer Relationship Management (edX)

Businesses aim to win and keep customers. Their competitors also seek to do the same. Even the most successful firms, with excellent marketing programs for attracting customers, have trouble with customer retention.

In this course, you will learn how to shift from a short-term customer transaction based mode of operation to a long-term relationship mode and understand the benefits of having strong customer relations.

Topics covered include:

- Customer retention

- Customer centricity

- Customer lifetime value

- Customer value management

This course is part of the Customer Relationship Management for Marketers Professional Certificate.

What you'll learn:

- The meaning and application of CRM

- Benefits of CRM to companies and consumers

- How to implement CRM best practices

- The importance of bonding and building loyalty with customers

- How to build long term customer relationships

Course Syllabus

Week 1: Introduction to CRM

Meaning and definition of CRM, benefits of CRM, why should businesses adopt CRM.

Week 2: Building Customer Relationships

The why’s and how’s of building relationships with customers.

Week 3: Economics of CRM

Lifetime value of customer, Activity based costing for customer profitability analysis.

Week 4: Interaction with Professor

Live interaction with students.

Week 5: Applications of CRM

CRM practices in consumer and business markets.

Week 6: CRM implementation

CRM implementation process, precautions related to CRM implementation.