Surveys have found that it costs about eight times as much to acquire a new customer, as it does to keep a current one. That means to provide an outstanding customer service to retain existing customers should be one of the most important components for sustaining the growth of an organization. Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers and retaining customers by better understanding customer needs, identifying customer needs and satisfy customer needs. Thus helps company build competitive advantages. The objectives of CRM are to acquire new customers and retain the valuable existing customers throughout the integration business model that ties together technology, enterprise processes and information systems (People, Processes and Technology) along the entire interaction period between organization and customers is critical to the success of CRM.

Upon completion of this unit, students will be able to: 

CLO1. Understand the fundamental concepts in CRM and discuss the key components in successful customer relationship management.

CLO2. To know how to develop a flow for implementing effective CRM system in an enterprise

CLO3. Define the valuable customers from customer database throughout the ideas of customer lifecycle value, and effectively implement customer lifecycle management.

CLO4. Realize the relative CRM technologies and their interrelationships and utilize them to the practices.

CLO5. Define, analyze and apply advanced strategies for the CRM project implementation.

Required Text

戴國良. 顧客關係管理：精華理論與實務案例，第二版. 五南文化，2016.

Recommended Readings

烏爾瓦希·毛卡爾等. 客戶關係管理，第一版. 中國人民大學出版社，2014.

王廣宇.客户關係管理，第三版.清華大學出版社.