BTM 667 Customer Relationship Management (E-CRM)
The severity of competitive forces present in today's business environment necessitates that businesses understand and value their customers if they are to be successful in retaining them. To accomplish this, businesses need access to customer data that define behaviors and preferences that affect the products and services they provide. In this course, students gain an understanding of the importance of CRM in safeguarding the firm's customer base and future revenue growth, especially in those industries characterized by high levels of competition. In accessing and analyzing customer data, businesses are better able to provide products and services more closely tailored to customers' needs and thereby strengthen relationships. Students evaluate the various methods of extracting customer data, particularly from web sites, and learn how the data is analyzed, segmented and scored in the production of meaningful management reports and marketing campaigns.