Customer Relationship Management

Cranfield School of Management

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Customer Relationship Management

Customer Relationship Management

Examines CRM as a management process to enable a customised, mutually trusting and valuable customer proposition.

Duration: 20 minutes

The information companies generate about their customers enables them to establish a high degree of customer intimacy. This e-learning module covers the data-centric aspects of customer intimacy, otherwise called 'Customer Relationship Management' or CRM. CRM is the management process that uses individual customer data to enable a customised, mutually trusting and valuable proposition. In all but the smallest organisations, CRM is characterised by the IT enabled integration of customer data from multiple sources.

By the end of this module learners will be able to:

  • Describe the evolution of a new customer into a 'partner'
  • Apply the concept of 'CRM Space' and the four sub-processes within it
  • Demonstrate the concept of 'CRM Ecosystem'
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