Course

CRM: Customer Relationship Management, Fundamentals


It is critical that companies provide a consistent experience to their customers across all channels of interactions, and listen and respond to them regardless of time, place and language. This course covers the history of customer relationship management (CRM) and its evolution to customer experience--the business needs that ultimately require an effective CRM strategy, and its accompanying tools and technologies. The course includes case studies and live demonstrations of software solutions. By the end of the course, you will know how to create a CRM strategy for your organization.

Topics include:

  • What is CRM?
  • How has it evolved over the years into Customer Experience?
  • How has it evolved over the years into Customer Experience?
  • The adoption of CRM strategies by organizations
  • How does CRM affect the marketing, sales and customer support functions?
  • Key success and failure factors for CRM project implementations?
  • Role of Social Media in a CRM strategy
  • CRM tools and technologies
  • At the conclusion of the course, you should be able to:

  • Describe why CRM is an important part of every organization’s survival strategy
  • Apply an approach to create a CRM strategy for their organization, regardless of size, industry or geography
  • Explain how to use industry standard CRM software tools

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Speak to a student services representative.

Call (408) 861-3860

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Course Inquiry

Ask us any questions you may have about this course.

Contact Us
Speak to a student services representative.

Call (408) 861-3860

Envelope extension@ucsc.edu