Developing your approach to CRM

Level: Marketing leadership

While customer relationship management was traditionally focused on customer service, its influence has spread throughout almost every aspect of business strategy. 

In this lesson, you will explore the growing role of customer relationship management (CRM). Using practical exercises and industry case studies, you'll learn how the scope of CRM has grown and the software and technology you can use to optimise your systems.

Lesson objectives:

• The core benefits of customer relationship management
• The wider roles that are now incorporated within CRM systems
• The role of software and technology in CRM

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma