Customer Relationship Management

Module code: MARK 5053

Module description

The following topics are indicative of a selection of areas to be covered in this module:

  • Definition and models of Customer Relationship Management
  • CRM - a board level imperative
  • Analysis and planning for Customer Management (acquisition, retention, penetration, cost-to serve, identifying customer needs)
  • Developing the customer value proposition (from customer needs and research)
  • Customer Management Activities - targeting, enquiry management, welcoming, getting-to-know, Customer development, managing problems, and winback
  • People and Organisation including leadership
  • Customer management processes
  • Measurement (CM metrics)
  • Process improvement (systems thinking)
  • Customer Experience
  • Customer engagement and trust
  • Customer satisfaction and loyalty
  • Customer delight (Kano model)
  • Customer Review process and Key Account Management
  • Assessing and benchmarking customer management performance using CMAT™ (Customer Management Assessment Tool) and other tools such as Adrian Payne's CRM Strategy model
  • Social Customer Relationship Management (SCRM)

Contact hours per student per year

  • Lectures / Tutorials: 36 hours


  • Individual report: 100%

Additional costs: No extra costs other than purchase of books

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