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MAX 514 - Customer Relationship Management

Course Description: 

In a world where it costs five times as much to acquire a new customer as it does to keep an existing relationship, companies are learning that they must manage those current customer relationships in order to survive. Around this insight, a new discipline has emerged, using some of the tools of database management and some of the new tactics of digital communication to reduce attrition and to maximize the lifetime value of a customer. Customer relationship management (CRM) is making fundamental changes in the way companies operate. It is a critical point of merger where e-business becomes a part of all business. This course will engage the student in the diagnosis of CRM issues, the building of CRM plans, the measurement of their effectiveness, and the new tools available to get all these things done economically in internet time.




[(BUS 550)]