Module Description:

This module investigates Customer Relationship Management (CRM) as an approach to cultivating and managing customer relationships. It shows the impact of customer-driven CRM practices on the satisfaction, loyalty, and success of a business. Student learn about the processes of CRM systems such as customer journey management, segmentation, targeted communication, and loyalty programmes initiatives. Other topics include the application of CRM software, ethics in data collection and data management, and CRM in B2B and B2C contexts. Students will learn and solidify their knowledge and skills through hands on activities incorporating real-life case studies, simulations and projects which enable them to devise and implement business-aligned CRM strategies and create value for customers (250 Hours).

Learning Outcomes:

Competences:

At the end of the module/unit the learner will have acquired the responsibility and autonomy to:

  • Cultivate and preserve as well as manage long-term relationships with customers based on value.
  • Employ CRM systems Salesforce, HubSpot, and Zoho for contact automation and analytic as well as management functions.
  • Create and apply customer engagement strategies according to the designed customer segmentation models.
  • Use relevant customer service and customer loyalty problem solving strategies.
  • Critically assess and justify specific corporate decisions and policies using data insights obtained from the reporting and dashboard systems of CRM.
  • Work with other professionals from different departments, for instance, marketing, sales, and customer care to ensure the delivery of holistic and composite customer service.
  • Support and advise customer to navigate the relationship continuum from first contact and onboarding to retention and recurring engagements.
  • Use emotional intelligence and professional conflict resolution skills to engage and interact with customers.

Knowledge:

At the end of the module/unit the learner will have been exposed to the following:

  • Define ‘customer’ and ‘customer relationship management’.
  • Critically identify the role of customer relationship management in the overall strategy of the organisation.
  • Recall and critically discuss the ‘customer lifecycle’ and its different stages including acquisition, retention, and development.
  • Describe the importance of implementing customer relationship management strategies in an organisation and its challenges and potential benefits.
  • Recall tools such as the ‘Value Pyramid’, ‘Customer Interaction Cycle’, ‘Customer Profiling’ and ‘Total Customer Experience’ and their potential application.
  • Critically recall and analyse the role of marketing and marketing campaigns in relation to customer relationship management.
  • List and critically reflect on different types of communication methods which can be used to communicate with customers.
  • Critically discuss the importance of various marketing activities on value of customers.
  • Critically evaluate and assess various CRM strategies.

Skills:

At the end of the module the learner will have acquired the following skills:

  • Demonstrate critical thinking and problem solving techniques when dealing with customers within any given organisations.
  • Plan and conduct an effective analysis of various aspects of customer relationship management.
  • Communicate findings sourced from research related to customer relationship management in a fair and transparent manner.
  • Use and apply tools such as the balanced scorecard to ensure effective analytical customer relationship management.
  • Demonstrate in depth knowledge of customer proposition and how to use this for competitive advantage.
  • Critically analyse various customer relationship management systems and their implementation within organisations to ensure organisational success.

Core Topics and Subtopics

Introduction to CRM

  • Constructing and specifying CRM systems
  • Types of CRM systems – Strategic, Operational, Analytic, and Collaborative
  • Pros and cons

CRM Strategy and Planning

  • Strategic frameworks of CRM
  • Business Structures and Customers
  • Stages of CRM life cycle

Customer Data Management

  • Varieties of customer data such as demographic, behavioral, and transactional data
  • Obtaining and managing data
  • Quality of data and data integration

Market Segmentation and Targeting

  • Methods of Segmentation within the Market
  • Customer Personas
  • Predictive Profiling and Analytics

CRM Tools and Technology

  • Review of CRM systems like Salesforce, HubSpot, and Zoho
  • Automated CRM system
  • CRM system for mobile devices

Sales and Marketing Integration

  • Developing and sustaining leads
  • Monitoring and Evaluating Campaigns
  • Cross-selling and Up-selling

Customer Service and Support

  • Utilising CRM Systems in services rendered
  • All-encompassing communication
  • Automated services and conversational agents

Customer Experience & Loyalty

  • Assisting in the quantification of consumer contentment
  • Programmes for consumer loyalty
  • Strategies for retention

CRM Analytics and Metrics

  • Important metrics based on KPIs
  • Customer Lifetime Value (CLV)
  • ROI associated with CRM initiatives

Privacy, Ethics and Compliance

  • Pertinent legal structures regulating data privacy (GDPR)
  • Ethics involving data stewardship
  • Consent acquisition and transparency

CRM Implementation & Change

  • Strategy development and system deployment
  • Training of personnel and user uptake

Weekly Breakdown / Session Plan

Week - 1: Topic: Introduction to CRM
Objectives: Expand on the idea of CRM and discuss its importance in contemporary business.
Activities: Recorded video lecture, self-assessment quiz, discussion board
Key Readings: Buttle, F. (2009). Customer Relationship Management – Ch. 1

Week - 2: Topic: CRM Strategies and Models
Objectives: Evaluate key strategic models alongside important stages of the CRM lifecycle.
Activities: Group work, case study analysis
Key Readings: Payne, A., & Frow, P. (2005). A Strategic Framework for CRM, Journal of Management Studies

Week - 3: Topic: Customer Data & Segmentation
Objectives: Determine the types of customer information and develop appropriate segmentation models.
Activities: Video tutorial, data analysis assignment
Key Readings: Kumar, V. (2006). Customer Segmentation, Harvard Business Review

Week - 4: Topic: CRM Technology & Platforms
Objectives: Evaluate the features of CRM systems and automation peripherals (Salesforce, HubSpot, etc.).
Activities: Quiz after tutorial on CRM platform, tutorial overview
Key Readings: Salesforce Trailhead Module; Buttle – Ch. 5

Week - 5: Topic: Sales Force Automation & Marketing Integration
Objectives: Apply CRM to marketing and sales departments for effective supervision of lead tracking and conversion.
Activities: Webinar recording, scenario-based activity
Key Readings: Kotler, P. (2021). Marketing Management – CRM Integration Sections

Week - 6: Topic: Customer Experience & Loyalty Programmes
Objectives: Assess the role of CRM systems in developing customer satisfaction and loyalty.
Activities: Engagement session, evaluation of loyalty programmes
Key Readings: McKinsey Report on CX (2020); Buttle – Ch. 7

Week - 7: Topic: Data Privacy, Ethics & CRM Compliance
Objectives: Examine the ethical and privacy concerns dealing with the use of customer data.
Activities: Case analysis, succinct quiz on GDPR and data ethics
Key Readings: GDPR Summary; Solove, D. (2006). Privacy and Power, California Law Review

Week - 8: Topic: Measuring CRM Performance
Objectives: Evaluate customer lifetime value (CLV), satisfaction score, and retention rate alongside other key metrics.
Activities: KPI dashboard analysis, Excel assignment
Key Readings: Buttle – Ch. 8; Harvard CRM Metrics Case Study

Week - 9: Topic: CRM Implementation Challenges & Change Management
Objectives: Examine success factors and risks in CRM implementation projects.
Activities: Video interviews, discussion post on CRM failures
Key Readings: Forbes Article on CRM Failures; Buttle – Ch. 9

Week - 10: Topic: Final Project & Course Wrap-up
Objectives: Design and justify a CRM project for a real or hypothetical company.
Activities: Final project submission, peer feedback, live Q&A session
Key Readings: Course Pack Review; Supplementary resources

Reading Materials

Core Textbook 

  • Title: Customer Relationship Management: Concepts and Tools (2nd ed.)
  • Author / Source: Francis Buttle & Stan Maklan
  • Notes: All-inclusive examinations of the theories, models, and practices of CRM.
  • Title: Marketing Management (15th ed.)
  • Author / Source: Philip Kotler & Kevin Lane Keller
  • Notes: Resolving chapters on CRM, customer loyalty, and relationship marketing.

Supplementary Book 

  • Title: Marketing Management (15th ed.)
  • Author / Source: Philip Kotler & Kevin Lane Keller
  • Notes: Excellent knowledge of customer engagement and CRM technology.

Journal Article 

  • Title: A Strategic Framework for CRM
  • Author / Source: Adrian Payne & Pennie Frow (Journal of Marketing, 2005)
  • Notes: Strategic framework for CRM; prominent scholarly publication.

Case Study 

  • Title: CRM Implementation at Tesco
  • Author / Source: Harvard Business Review (Teaching Case)
  • Notes: CRM in retail — a practical implementation case study.

Article 

  • Title: Customer Segmentation and its Impact on Profitability
  • Author / Source: V. Kumar, Harvard Business Review
  • Notes: Applicable for Week 3 (Segmentation).

Technical Guide 

  • Title: Salesforce Trailhead CRM Modules
  • Author / Source: Salesforce (Online Learning Platform)
  • Notes: Free interactive lessons on real-world CRM applications.

Type: Legal or Ethics Guide

  • Title: GDPR and Customer Data: A Practical Guide
  • Author / Source: European Commission / ICO UK
  • Notes: Supports the privacy and compliance topic covered in Week 7.

Type: Research Report

  • Title: The State of CRM in 2025
  • Author / Source: McKinsey & Company
  • Notes: Industry insights into CRM trends for the future.