Customer Relationship Management and Loyalty

Developing a meaningful customer experience requires consistent management of information and action. This course investigates structures, cultures, and the goals of organizations with the purpose of developing effective strategies for customer relationship management. Topics to be examined include: loyalty, life-time-value (LTV) of customers, service quality analysis, service recovery tactics, service experience design and delivery, analysis of customer touch points within organizations, developing service strategies consistent with corporate culture and mission, and implementing customer service necessary to achieve excellence and dominant market share. The role of technology in CRM management will be examined closely.