Customer Relationship Management Systems

Objectives

Customer Relationship Management (CRM) as a business strategy supported on technology has seen a growing adoption by organizations all around the world. However, the success of this adoption is not guaranteed. It's important to have a clear vision around business requirements, from strategy to processes, and at the same time understand how technology, specially CRM Systems, can help to operacionalize those requirements.

THe objectives of this unit are:
1.Understand what a CRM System is and to map functionalities with business requirements.
2.Define the customer journey, the different phases and how to manage them.
3.Identify the most important modules and features of a CRM System.
4.Understand the relevant aspects of planning and implementing a CRM system.
5.Identify the value and advantages of a CRM System and which metrics can be used to measure success.