Singapore University of Social Sciences

Customer Relationship Management

Customer Relationship Management (BUS354)


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


  • 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
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