Course Code: MGMT 5004
Academic Year: 2024-2025
This course provides a detailed examination of customer relationship management (CRM) and its implementation. CRM is a combination of policies, processes and strategies that unify a company's customer interaction and provide a mechanism for tracking customer information. The objectives are to improve services provided directly to customers, increase customer loyalty and affiliation and use the information to improve targeted marketing and sales efforts. While CRM implementation generally involves the introduction and use of complex software systems, it also requires that a comprehensive, customer-centred approach be adopted by all areas of the organization.