UOP-BSA550v5

Customer Relationship Management

Beginner Self-paced · 1 year access

63 Hands-On LiveLabs

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01 / Lessons & labs

See exactly what you will learn and practice

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Lessons

6 Interactive Lessons · 95 topics

01 Introduction and History of Customer Relationship Management 15 topics · 16 LiveLab

Definition of CRM and CRM Applications
The Purpose and Benefits of CRM
The Tangible Components of CRM
Customer Service and the Customer Engagement Center
Important Business Constructs Related to CRM
Who Uses CRM and Why?
The Origins of CRM
CRM: Why Now?
Organizations’ Experiences with CRM
Implementing CRM and Overcoming Barriers
Developing CRM from a Tactical Perspective
Customer Engagement and Customer Experience Management
Extending the Meaning and Application of CRM
Questions
Exercises

16 LiveLab in this lesson — see the labs panel →

02 Relationship Marketing, Organization and CRM 14 topics · 7 LiveLab

The Roots of Relationship Marketing
Relationship Marketing and Its Domain: Why Relationship Marketing Works!
Relationship Marketing as a Paradigm Shift
When Relationship Marketing Is Most Applicable
Relationship Marketing and the Characteristics of a Relationship
Relationship Marketing and CRM: What Is Customer Relationship Management?
The Impact of CRM
Reorganizing Marketing to Maximize the Benefits of CRM
The Human Factor
Organization Environment
Value Chain Organization
Other Considerations
Questions
Exercises

7 LiveLab in this lesson — see the labs panel →

03 CRM, Data Management, Technology, Data Platforms, Database 18 topics · 12 LiveLab

Managing Customer Interactions
The Customer Integration Problem
Customer Data Integration Definition and Requirements
Householding Concepts
Customer Data Integration Steps
The Evolving Data Management Landscape
Technology Evolution
Marketing Technology Development Path
CRM and Related Technology Providers
Data Defined
Data Capture and Allocation
Data Transformation
Business Intelligence (BI) and Business Analytics (BA)
Enabling CRM
Questions
Exercises
Appendix A
Appendix

12 LiveLab in this lesson — see the labs panel →

04 Understanding the Different Business CRMs, Customer Satisfaction, Loyalty, Retention, and Profits 17 topics · 11 LiveLab

Business-to-Business Characteristics Relative to CRM
Value Delivery Networks
Building the Relationship—Sales and CRM
Partner Relationship Management (PRM)
Business Partner Associations
Other CRM Strategy Considerations
Key Constructs in the Customer–Company Profit Chain
Service Quality and Customer Satisfaction
Customer Satisfaction: Much Ado about Nothing?
Customer Loyalty
Retention
Satisfaction and Loyalty Factors
The Relationship between Satisfaction and Loyalty
The Relationship between Customer Loyalty and Company Profitability
Loyalty/Rewards/Frequency Programs
Questions
Exercises

11 LiveLab in this lesson — see the labs panel →

05 The CRM Strategy Cycle, Privacy, Ethics and Program Measurement 20 topics · 11 LiveLab

The CRM Strategy Cycle
Is CRM for Everyone?
Consumer Privacy Concerns
Organization Privacy Concerns
Current/Pending Privacy Legislation
What Consumers Can Do
What Organizations Can Do
Global Issues
New Technology Implications
Other Resources
Areas Requiring Measurement
Basic Measures
CRM Customer Cycle Measures
Company 3E Measures
Customer Value and Customer Equity Measures
Marketing Research
CRM Scorecards and the CRM Measurement Hierarchy
Questions
Exercises
Appendix

11 LiveLab in this lesson — see the labs panel →

Hands-On Labs Our edge

63 LiveLabs

Defining CRM
Understanding CRM and its applications
Understanding CRM purposes and benefits
Understanding term related to CRM tangible components
Identifying SMS applications
Understanding CRM tangible components

Understanding CRM terminologies
Identifying customer service areas
Identifying CRM business constructs
Developing and purchasing CRM systems
Understanding terms related to the origins of CRM
Understanding CRM implementation
Understanding the timeline of CRM activities
Understanding the types of CRM
Understanding CEM
Identifying quality attributes
Describing relationship marketing
Understanding activities related to relationship marketing
Understanding extended product model
Identifying the customers types
Understanding relationship marketing and CRM
Understanding the CRM project change management
Managing business information throughout an organization
Understanding the customer integration problem
Configuring customer data integration
Understanding the record linkage method
Understanding technologies
Understanding marketing technology
Understanding cloud types
Understanding service models
Understanding CRM technology providers
Understanding categories of data
Understanding data transformation
Understanding support system
Understanding business analytical methodologies
Understanding relationship management
Understanding B2B and B2C
Understanding product/service value delivery network
Understanding the relationship between sales and CRM
Understanding VARs
Identifying CRM strategy terminologies
Understanding customer-company profit chain
Understanding the bond between customer and company
Understanding types of loyalty
Understanding loyalist categories
Understanding programs
Understanding the retention strategies
Understanding bonds
Understanding models
Understanding text message spam
Understanding consumer action
Configuring strategic steps for managing privacy issues
Understanding privacy management practices
Identifying organizational resources
Identifying service quality factors
Understanding CRM customer cycle measures
Understanding customer equity components
Describing social networking sites
Understanding concepts of social media
Understanding customer retention strategies
Understanding social networking reasons
Understanding marketing application life cycles
Understanding technologies

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02 / FAQs

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