FUNDAMENTALS OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

Course Description

This course provides a comprehensive introduction to Customer Relationship Management (CRM) from an information systems perspective. Students will explore how organizations use CRM systems to manage customer interactions, analyze behavior, and support marketing, sales, and service functions. Topics include CRM architecture, customer data analytics, system implementation, and integration with enterprise platforms (e.g., ERP, e-commerce). Emphasis is placed on understanding the role of CRM in customer lifecycle management, personalization, and long-term customer value creation. Students will work with CRM software to gain hands-on experience in managing contact databases, segmenting customers, and designing service workflows. By the end of the course, students will understand how to evaluate, implement, and leverage CRM solutions to enhance business performance and customer satisfaction.

FUNDAMENTALS OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS

Evaluation Tools (Active Term)

Course outcomes

1. 01 To enhance awareness and increase understanding the CRM responsibility
2. 02 To examine why do customer defect.
3. 03 To define the customer service excellence.
4. 04 To manage for customer satisfaction.

Course Syllabus

Reference Books & Course Materials

1. 01 Adrian, P. (2007). Handbook of CRM: Achieving Excellence in Customer Management

Learning Outcomes

1. L01 Define and describe the fundamental concepts and objectives of CRM in business contexts. SOLO 3
2. L02 Students will be able to classify different types of CRM and compare their strategic positioning in organizations. SOLO 4
3. L03 Analyze business and customer perspectives and develop effective CRM strategies that align with organizational goals SOLO 4.5
4. L04 Design and evaluate execution roadmaps by identifying capability gaps in CRM initiatives. SOLO 5
5. L05 Analyze and evaluate the value creation process by linking customer value, firm value, and CLV. SOLO 3.5
6. L06 Analyze and integrate multiple channels to ensure a seamless CRM process across customer touchpoints. SOLO 4.5
7. L07 Analyze and manage customer information processes to support effective CRM decision-making. SOLO 4
8. L08 Evaluate CRM performance through key metrics and assess improvement opportunities in the process SOLO 4.5
9. L09 Organize and design structures for CRM implementation and evaluate organizational readiness for change SOLO 5

Program Outcomes

1. P01 Be able to understand and apply security protocol and tools to security challenges faced in organizations
2. P02 Be able to design security software to combat security issues
3. P03 Be able to identify, categorize, and develop security solutions for computer orientated challenges.
4. P04 Be able to demonstrate autonomy and responsibility in managing computer security projects
5. P05 Be able to follow the state of the arts concepts in computer technology security
6. P06 Be able to design, implement, and evaluate a computational system to meet desired security needs within realistic constraints
7. P07 Be able to use appropriate security techniques, protocols, skills, and tools necessary for securing computer systems
8. P08 Be able to apply effective communication skills consistent with the professional environment
9. P09 Be able to apply effective collaboration skills in teamwork consistent with the professional environment
10. P10 Be able to apply appropriate security technology and techniques to facilitate a safe operation in an organization

Po-Lo Matrix