ANC-MKT3610

MKT3610: Customer Relationship Management

Beginner Self-paced · 1 year access

01 / Lessons & labs

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Lessons

5 Interactive Lessons · 89 topics

01 Introduction and History of Customer Relationship Management 15 topics

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

02 Relationship Marketing, Organization and CRM 14 topics

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

03 CRM, Data Management, Technology, Data Platforms, Database 18 topics

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

04 B2B CRM, Understanding the Customer, and The CRM Strategy Cycle 19 topics

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
The CRM Strategy Cycle
Is CRM for Everyone?
Questions
Exercises

05 Privacy, Ethics, CRM Program Measurement Tools, Social Networking and CRM 23 topics

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
Social Networking and the Most Popular Sites
Why Companies Must Use Social Media
Why Social Media Works
Social Networking in China and the United States
How and Why Marketers Should Use Social Networks in CRM
Questions
Exercises
Appendix

02 / FAQs

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