Customer Relationship Management

Singapore University of Social Sciences

Customer Relationship Management (BUS354)

Applications Open: 01 October 2021

Applications Close: 15 December 2021

Next Available Intake: January 2022

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Business Administration

Schemes: Alumni Continuing Education + (ACE+), Lifelong Learning Credit (L2C), Resilience

Funding: SkillsFuture, Union Training Assistance Programme (UTAP)

School/Department: School of Business

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Synopsis

Customers are at the centre of any business. To achieve business excellence, companies need to understand their customers, manage them and build long lasting relationships with them. BUS354 Customer Relationship Management (CRM) aims to equip students with the important concepts related to managing long-term customer relationships. Students will be taught how to strategise and organise for managing customer relationships. They will also be taught the analytical aspects of customer relationship management that includes data management, data analyses and mining and segmentation. Finally, they will acquire knowledge in the operational aspects of customer relationship management and examine the implementation of CRM systems.

Level: 3
Credit Units: 5
Presentation Pattern: Every semester

Topics

Evolution of Relationships with Customers
The Thought behind Customer Relationships
Basic Building Blocks of IDIC and Trust
Identifying Customers
Differentiating Customers: Some Customers are Worth More Than Others
Differentiating Customers by Their Needs
Interacting with Customers: Customers Collaboration Strategy
Using Mass Customisation to Build Learning Relationships
Customer Insight, Dialogue and Social Media
Privacy and Customer Feedback
Optimising Around the Customer
Using Customer Analytics to Build Success of the Customer Strategy Enterprise

Learning Outcome

Formulate a successful CRM strategy
Appraise the importance of an effective customer-oriented organisation
Discuss the need for managing customers' expectations and satisfaction to ensure customer loyalty and retention
Examine the use of technology as an enabler to integrate interaction and customer dialogue requirements
Analyse the impact of the use of social media and the impact on privacy issues
Inspect customer equity and customer analytics in CRM strategy
Apply essential knowledge and interpersonal skills to work effectively as a team
Demonstrate written proficiency
Practise giving oral presentations in areas related to customer relationship management