Customer Relationship Management (SME620)

This course examines customer relationship management (CRM) as a key strategic process within all organizations and serves as a foundation course in Service Management Program.  CRM is defined as the overall process of building and maintaining profitable customer relationships by delivering value and satisfaction to the customer.  Focusing on process, strategy and technology, this course leads students from understanding the fundamentals of CRM through the implementation of CRM systems and analysis of customer data.  It discusses the CRM philosophy as well as the systems in place that incorporate and integrate information from sales, marketing and service. Students will develop a clear understanding of key CRM concepts and the role CRM plays in improving corporate productivity and profitability.