This unit explores the ways in which CRM is concerned with the development and maintenance of long-term, mutually beneficial relationships with strategically significant customers. This unit takes the view that CRM is viewed as intelligent management of the existing and potential customer base, with a view to optimising long-term company and customer value. Issues such as customer portfolio analysis, network management, database development, data mining, developing customer value propositions, IT for CRM and customer bonding strategies will be covered. -- Course Website
Instructor: [email protected]
Prerequisites: MGSM820
