COURSE OVERVIEW:

Welcome to the Customer Relationship Management course. This program will equip you with the strategic understanding, analytical skills, and organisational frameworks required to build, manage, and strengthen long-term customer relationships in both business-to-consumer (B2C) and business-to-business (B2B) environments. You will explore how CRM enhances customer value, supports competitive advantage, and enables organisations to respond effectively to increased competition, reduced margins, shifting customer expectations, and rapid technological change. This course also examines how CRM integrates marketing, sales, finance, information technology, and research functions to create a customer-centric organisation capable of sustained growth.

This course begins by examining what customer relationship management is and the drivers for CRM adoption across industries. You will explore how organisations can respond to increased competition and reduced margins, the changes in how organisations are valued, and how to measure and communicate the value your organisation offers. This section also examines customer expectations, how customer knowledge is increasing exponentially, and how CRM provides a framework for understanding who the customer was, who they are, and who they will be in the future. You will explore how CRM helps guard your organisation against the growing challenge of “serial switchers”—customers who frequently change brands—and why considering the future economic landscape is essential for sustainable CRM strategy.

The next learning area introduces the framework for customer relationship management. You will explore how to calculate future customer value, how to strengthen customer bonds through relationship marketing, and how to create an integrated CRM program team that brings together capabilities across the organisation. This section also examines the differing CRM themes and start points, the differences between business-to-business CRM and business-to-consumer CRM, and the typical B2B CRM content including market and segment information, organisation profiles, sales account information, and contractual obligations that can determine profit or loss.

A further section focuses on new business and product development in a CRM context. You will explore what new business development addresses—such as prospecting, account growth, and conversion—and what new product development or product improvement addresses in relation to customer insights, market gaps, and performance feedback. This section also highlights the distinct differences between B2B and B2C CRM, including purchase behaviour, decision-making complexity, and relationship duration.

The program then explores B2C CRM in greater detail. You will examine the consumer buying process, typical B2C CRM content, predictive modelling, and the key drivers that influence consumer actions. This section also identifies the different roles involved in a CRM program, highlighting how marketing, sales, service, and analytics work together to create personalised, responsive, and loyalty-building customer experiences. You will explore how marketing operates within CRM, the key questions that should be asked from the customer’s perspective, and the role of direct marketing in delivering tailored communications.

The next learning area focuses on data, analytics, and organisational integration. You will explore strategies for building customer knowledge, why planning, testing, and improving your CRM program is essential, and how customer profitability measurement guides resource allocation and segmentation decisions. This section also examines the role of the organisation’s information technology services team in supporting CRM infrastructure, how the involvement of finance and administration can generate significant rewards through accurate data and financial insight, and the key role sales teams play in gathering customer information, strengthening relationships, and executing CRM strategies. Finally, you will explore how a CRM program enables R&D to identify unmet needs, refine products, and innovate based on customer behaviour insights.

By the end of this course you will be able to design CRM strategies, interpret customer value, align CRM activities with organisational objectives, differentiate between B2B and B2C CRM requirements, guide cross-functional collaboration, and apply CRM tools to strengthen customer loyalty, increase profitability, and support long-term organisational success.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is customer relationship management?
• The drivers for customer relationship management
• How will you respond to increased competition and reduced margins?
• The changes in way organisations are valued
• How to measure and communicate your value?
• Your customer expectations
• How customer knowledge is increasing exponentially?
• How CRM provides a framework for understanding who the customer was, is and will be in the future?
• How to guard your organisation against coming plague of 'serial switchers'?
• Why consider future economic landscape?
• The framework for customer relationship management
• How to calculate future customer value?
• How to strengthen customer bonds through relationship marketing?
• How to create an integrated CRM program team?
• The differing CRM themes & start points
• The business to business CRM
• The business to consumer CRM
• The typical B2B CRM content
• The market/segment information
• The organisation profile and sales account information
• The contractual obligations – difference between profit and loss
• What the new business development addresses?
• What the new product development/improvement addresses?
• The distinct differences between business to consumer CRM and business to business CRM
• The consumer buying process
• The typical B2C CRM content
• The predictive modelling and key drivers
• The different roles played in a CRM program
• Marketing in a CRM program
• The key questions that should be asked on behalf of the customer about an approach, service, product or output from the CRM program
• Direct marketing in CRM
• A strategy for building customer knowledge
• Why consider the opportunity to plan, test and improve your CRM program?
• Customer profitability measurement
• What the role of an organisation's information technology services team must be focused on?
• How securing involvement of finance & administration can reap significant rewards?
• The key role of sales' in a CRM program
• What a CRM program enables R&D to do?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.