Description

Businesses and companies recognise the importance of establishing and sustaining mutually beneficial relationships with customers, and have developed customer relationship management (CRM) strategies. In this course, we examine CRM as a business strategy that integrates internal processes and external networks to create and deliver value for targeted customers and for the organisation. It examines the role that stakeholders, such as internal staff, suppliers and influence groups, play in shaping relationships with customers. Effective CRM strategies help companies align business process with customer-centric strategies using people, technology and knowledge. Companies strive to use CRM to optimise the identification, acquisition, growth and retention of desired customers to gain competitive advantage and maximise profit.