Customer Relationship Management in e-Commerce

Overview/Description
 Customers are at the core of your business. Satisfied customers will lead to greater profits. In the information-driven environment of e-commerce, power is closer to the customer than ever before. Customer relationship management (CRM) is a business strategy that helps you profit in the new economy. This course will present you with an overview of CRM fundamentals. It will show you how you can effectively use this strategy to build long-term customer relationships that will add to corporate profits. You will also learn how CRM can help you launch new products faster to gain competitive advantage.

Target Audience
 This course is directed towards company executives and managers wishing to initiate or improve e-commerce applications.

Expected Duration
2.5 hours

Lesson Objectives:

Fundamentals of Customer Relationship Management

  • recognize benefits of knowing the fundamentals of customer relationship management.
  • identify common themes in definitions of customer relationship management.
  • identify the key components of value-based relationships.
  • identify components of CRM readiness.

    • Customer Acquisition and Retention

  • recognize the benefits of lifelong relationships with valuable customers.
  • determine the most valuable customer from a given group.
  • identify examples of strategies for building customer loyalty.
  • determine the appropriate strategy for building customer loyalty with a given e-commerce customer.
  • identify components of customer care.
  • identify examples of the components that a given company should incorporate into its customer care plan.

    • Product and Channel Management

  • recognize the benefits of knowing about product and channel management.
  • identify criteria for assessing new product ideas.
  • analyze relevant information and determine the best new product idea for a given company.
  • match testing and implementation strategies with appropriate statements.
  • determine an effective strategy to bring a specified new product to market.
  • identify product pricing issues in value-based relationships.
  • identify criteria for evaluating a channel from a customer's perspective.
  • identify criteria for evaluating a channel from a company's perspective.

    • Course Number: EBUS0125