Course Code
MGMT 5004
Academic Year
2016-2017
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 provides a mechanism for tracking customer information. The objectives are to improve services provided directly to customers, increase customer loyalty and affiliation, and to 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.