Singapore University of Social Sciences

Customer Relationship Management

Customer Relationship Management (BUS354)


The digital age has transformed how businesses engage their customers. The latest technologies can help organisations to deliver valuable customer experience. BUS354 Customer Relationship Management aims to equip students with the important concepts related to customer relationship management (CRM). Students will learn how companies can understand their customers and build relationships with them. The effective management of customer relationship requires an integrated approach that integrates people, process and technology. Students will also appreciate how technology and analytics can be used to enrich customer experience and strengthen customer relationship in this digital age.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY REGULAR SEMESTER


  • Evolution of customer strategy
  • Management of customer experience
  • Perspectives of CRM
  • Model for CRM
  • Customer identification
  • Customer differentiation
  • Customer interaction
  • Mass customisation
  • Technologies for CRM
  • Customer analytics
  • Privacy and data protection
  • CRM for non-profit organisations

Learning Outcome

  • Demonstrate understanding of CRM evolution and perspectives
  • Appraise the benefits of CRM
  • Recognise the importance of managing and protecting customer data
  • Formulate a successful CRM strategy
  • Illustrate the impact of customer analytics in the digital age
  • Examine the use of technologies in CRM
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