CRM Fundamentals
Goal: Build foundational knowledge of CRM and its significance in modern business.
Learning Outcomes:
- Understand the core concepts and evolution of CRM.
- Explain the strategic importance of CRM in customer retention and profitability.
- Identify key CRM metrics and their applications.
Modules:
- Why CRM Matters in Modern Businesses
- What is CRM? (Definition, scope, and evolution)
- CRM Misconceptions
- The Evolution of CRM
- CRM Metrics Overview (CLV, retention rate, churn rate)
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Gupta et al., (2004). Valuing customers. Journal of marketing research, 41(1), 7-18. https://journals.sagepub.com/doi/abs/10.1509/jmkr.41.1.7.25084.
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Chahal, H., & Bala, R. (2017). Role of customer retention equity in creating and developing brand value. Journal of Relationship Marketing, 16(2), 119-142. https://www.tandfonline.com/doi/abs/10.1080/15332667.2016.1242397.
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Reinartz, W. J., Hoyer, W., & Krafft, M. (2003). Measuring the customer relationship management construct and linking it to performance outcomes. Fontainebleau: Insead.
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Katie Hollar, (2015). CRM Industry User Research Report. Capterra. https://www.capterra.com/customer-relationship-management-software/user-research .
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Andrew Friendenthal, (2016). CRM Software Small Business Buyer Report. Software Advice. https://www.softwareadvice.com/resources/crm-trends-2016/.
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Why CRM matters?. Salesforce. (2013). https://www.salesforce.com/au/crm/.
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What Is CRM (Customer Relationship Management)?. Salesforce ANZ. https://www.salesforce.com/au/crm/what-is-crm/
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CRM 101: What is CRM?, Salesforce Relationship Survey conducted 2014–2016. https://www.salesforce.com/crm/what-is-crm/
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Customer Relationship Management. Bain. (2019). https://www.bain.com/insights/management-tools-customer-relationship-management/.
