Customer Relationship Management

Learn the skills of customer relationship management with the Customer Relationship Management-second edition course and lab. Lab simulates real-world, hardware, software, and command-line interface environments and can be mapped to any text-book, course, or training. The CRM training course and lab provide knowledge on topics such as technology and data platform; organization and CRM; privacy and ethics consideration; CRM program measurements and tools; and social networking and CRM.

Lessons

14+ Lessons | 96+ Quizzes | 190+ Flashcards | 190+ Glossary of terms

TestPrep

Lessons 1: Introduction to Customer Relationship Management

• 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?
• Summary
• Questions
• Exercises

Lessons 2: The History and Development of CRM

• 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
• Summary
• Questions
• Exercises

Lessons 3: Relationship Marketing and CRM

• 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
• Summary
• Questions
• Exercises

Lessons 4: Organization and CRM

• Introduction
• The Human Factor
• Organization Environment
• Value Chain Organization
• Other Considerations
• Summary
• Questions
• Exercises

Lessons 5: CRM and Data Management

• Introduction
• Managing Customer Interactions
• The Customer Integration Problem
• Customer Data Integration Definition and Requirements
• Householding Concepts
• Customer Data Integration Steps
• The Evolving Data Management Landscape
• Summary
• Questions
• Exercises
• Appendix

Lessons 6: Technology and Data Platforms

• Introduction
• Technology Evolution
• Marketing Technology Development Path
• CRM and Related Technology Providers
• Summary
• Questions
• Exercises

Lessons 7: Database and Customer Data Development

• Introduction
• Data Defined
• Data Capture and Allocation
• Data Transformation
• Business Intelligence (BI) and Business Analytics (BA)
• Enabling CRM
• Summary
• Questions
• Exercises
• Appendix A

Lessons 8: Business-to-Business CRM

• Introduction
• 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
• Summary
• Questions
• Exercises

Lessons 9: Understanding the Customer–Company Profit…n: Satisfaction, Loyalty, Retention, and Profits

• 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
• Summary
• Questions
• Exercises

Lessons 10: The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

• The CRM Strategy Cycle
• Is CRM for Everyone?
• Summary
• Questions
• Exercises

Lessons 11: Privacy and Ethics Considerations

• Introduction
• 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
• Summary
• Questions
• Exercises

Lessons 12: CRM Program Measurement and Tools

• Introduction
• 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
• Summary
• Questions
• Exercises
• Appendix

Lessons 13: Social Networking and CRM

• Introduction
• 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
• Summary
• Questions
• Exercises

Lessons 14: CRM Trends, Challenges, and Opportunities

• Introduction
• Organizational Environment and CRM
• Trends in Current Technology
• Emerging Trends and Technologies
• Dynamic CRM: Transitioning for the Future
• Summary
• Questions
• Exercises

Hands-on LAB Activities (Performance Labs)

Introduction to Customer Relationship Management

• 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

The History and Development of CRM

• 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

Relationship Marketing and CRM

• Describing relationship marketing
• Understanding activities related to relationship marketing
• Understanding extended product model
• Identifying the customers types
• Understanding relationship marketing and CRM

Organization and CRM

• Understanding the CRM project change management
• Managing business information throughout an organization

CRM and Data Management

• Understanding the customer integration problem
• Configuring customer data integration
• Understanding the record linkage method
• Understanding technologies

Technology and Data Platforms

• Understanding marketing technology
• Understanding cloud types
• Understanding service models
• Understanding CRM technology providers

Database and Customer Data Development

• Understanding categories of data
• Understanding data transformation
• Understanding support system
• Understanding business analytical methodologies

Business-to-Business CRM

• 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 the Customer–Company Profit…n: Satisfaction, Loyalty, Retention, and Profits

• Understanding customer-company profit chain
• Understanding the bond between customer and company
• Understanding types of loyalty
• Understanding loyalist categories
• Understanding programs

The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

• Understanding the retention strategies
• Understanding bonds
• Understanding models

Privacy and Ethics Considerations

• Understanding text message spam
• Understanding consumer action
• Configuring strategic steps for managing privacy issues
• Understanding privacy management practices
• Identifying organizational resources

CRM Program Measurement and Tools

• Identifying service quality factors
• Understanding CRM customer cycle measures
• Understanding customer equity components

Social Networking and CRM

• Describing social networking sites
• Understanding concepts of social media
• Understanding customer retention strategies
• Understanding social networking reasons

CRM Trends, Challenges, and Opportunities

• Understanding marketing application life cycles
• Understanding technologies