Customer loyalty is easier to maintain than to rebuild.
The customer is always right. That has long been the motto of business when it comes to customer relationships. In recent years, more attention is being paid to managing customer relationships and partnering with customers in alliances that are mutually beneficial and long lasting.
Just like companies are more than just products and services, customers are more than just people. They are assets to a company; when you view your customers as a portfolio, it’s easier to see how each customer relationship fits within your company’s business strategy. Some may be bigger profit centers while others may offer entry to new or emerging markets.
In ERP 512/MKT 512, you’ll learn the concepts of customer relationship management (CRM) such as sales force management, channel partner management, and customer service management. You’ll also master the use of SAP to automate and streamline customer relations.
You’ll gain experience using the SAP Customer Relationship Management (SAP CRM) application, part of the SAP Business Suite.
Not every customer is going to be with you forever. That’s why it’s important to continually recruit new customers. Customer life cycles vary, but as you learn to grow customer value and improve your company’s customer retention performance, you’ll be better prepared to maintain steady growth.
Customer Relationship Management requires expertise in a number of disciplines including market segmentation, sales forecasting, activity-based costing, lifetime value estimation, and data mining. You’ll gain knowledge in this course, as well as the ability to create customized consumer experience value.
While immersing yourself in a Sales Force Automation scenario, you’ll differentiate between goods, services, and experiences. You will gain an appreciation of the three key concepts of customer experience management —touchpoint, moment of truth, and engagement. You’ll also see the roles that Marketing Automation (MA) and Service Automation (SA) play in managing customer relationships, including the functionality delivered by MA and SA software.
You’ll delve into the subject of customer databases and see how analytics support customer management strategy and tactics throughout the customer lifecycle in sales, marketing, and customer service. As you learn the versatility of data mining, you’ll also gain an understanding of regulations that are in place to ensure the privacy of customer data.
Learn this and more in ERP 512/MKT 512.
Sample Course Topics
- Introduction to Customer Relationship Management (CRM)
- Understanding Relationships
- Managing the Customer Lifecycle and SAP/CRM Basics
- Strategic CRM
- Customer Portfolio Management
- Delivering Customer-Experienced Value
- Managing Customer Experience
- Operational CRM
- Sales Force Automation
- Marketing Automation
- Service Automation
- Analytical CRM
- Customer-Related Databases
- Using Customer-Related Data
- Realizing the Benefits of CRM
- The Future of CRM
What You’ll Learn
Through ERP 512/MKT 512, you’ll master the fundamental concepts in customer relationship management and the use of SAP-CRM.
- Understand the major perspectives on CRM: strategic, operational, and analytical.
- Recognize, build, and maintain a relationship.
- Manage the customer lifecycle.
- Learn disciplines that contribute to customer portfolio management.
- Deliver customer-experienced value and manage the customer experience.
- Be able to accomplish marketing automation (MA).
- Demonstrate your ability to accomplish sales force automation (SFA).
- Have the skills needed to accomplish service automation (SA).
- Know the role of customer-related data.
In ERP 512/MKT 512, you’ll see the advantages of using technology to collaborate with your customers. For more information about The University of Scranton’s online Master of Business Administration degree, request more information or call us today toll-free at (866) 373-9547.
The content presented on this page is representative information for example purposes and is subject to change as course and student needs change over time.