Customer Relationship Management

Catalog description

Focuses on optimizing profitable relationships with customers, recognizing that customers are a company's most important asset. Explores marketing variables that impact customers' satisfaction, loyalty and brand advocacy. Emphasizes exceptional and relevant customer experience as the most available path to a sustainable competitive advantage. Provides instruction on how to apply a number of CRM metrics; customer lifetime value (CLV), recency/frequency/monetary (RFM) and value estimation. Also provides hands-on experience developing predictive models using CRM data and tools.