Customer Relationship Management Course

Lesson 1 • Types of CRM Systems

Distinguishes operational, analytical, and collaborative CRM categories. Helps students match system types to specific organisational needs.

Lesson 2 • Defining CRM and Its Core Concepts

Covers the precise definition of CRM, its components, and common misconceptions. Anchors all subsequent learning in shared terminology and conceptual clarity.

Lesson 3 • History and Evolution of CRM

Traces CRM from manual contact management to AI-driven platforms. Provides context for understanding why modern CRM practices exist.

Lesson 4 • Business Value and ROI of CRM

Quantifies how CRM investments translate into revenue, retention, and efficiency gains. Equips students to build internal business cases for CRM adoption.

Lesson 1 • Customer Profiling and Personas

Teaches structured methods for building representative customer profiles and personas. Personas become the reference point for CRM messaging and journey design.

Lesson 2 • Segmentation Strategies and Models

Covers RFM analysis, needs-based, and value-based segmentation frameworks. Students apply multiple models to identify high-priority customer groups.

Lesson 3 • Customer Data Types and Sources

Identifies demographic, behavioural, transactional, and attitudinal data categories. Establishes the data foundation required for all segmentation and personalisation work.

Lesson 4 • Ethical Data Use and Privacy Principles

Addresses consent, data minimisation, and transparency obligations in customer data handling. Ensures segmentation practices comply with privacy expectations and regulations.

Lesson 1 • Assessing Organisational CRM Readiness

Evaluates process maturity, data infrastructure, and cultural readiness before platform selection. Prevents costly mismatches between system capabilities and organisational needs.

Lesson 2 • CRM Platform Evaluation Criteria

Defines functional, technical, and vendor criteria for comparing CRM solutions. Students build a structured scoring framework for objective platform selection.

Lesson 3 • User Adoption and Change Management

Addresses training design, resistance management, and adoption measurement post-launch. High adoption rates determine whether CRM investment delivers its intended value.

Lesson 4 • CRM Configuration and Customisation

Teaches pipeline setup, field customisation, workflow automation, and role-based access. Students configure a CRM environment aligned to real business processes.

Lesson 1 • Opportunity and Pipeline Management

Teaches opportunity creation, stage progression, and pipeline health monitoring. Students maintain clean, accurate pipelines that reflect real sales activity.

Lesson 2 • Sales Performance Reporting

Builds CRM dashboards and reports tracking rep activity, quota attainment, and win rates. Enables sales managers to coach effectively using objective performance data.

Lesson 3 • Sales Workflow Automation

Automates repetitive sales tasks including follow-up reminders, email sequences, and task creation. Frees sales reps to focus on high-value relationship activities.

Lesson 4 • Lead Management and Qualification

Covers lead capture, scoring models, and qualification frameworks such as BANT. Ensures only sales-ready leads advance, improving conversion efficiency.

Lesson 1 • Customer Journey Mapping and Automation

Maps customer touchpoints across the lifecycle and automates trigger-based communications. Students create journeys that nurture prospects and retain existing customers.

Lesson 2 • CRM and Marketing Automation Integration

Explains data sync, lead handoff protocols, and bi-directional CRM-marketing platform connections. Eliminates silos between sales and marketing data for unified customer views.

Lesson 3 • Campaign Analytics and Optimisation

Measures campaign performance using attribution models, conversion rates, and revenue impact. Students iterate campaigns based on data to continuously improve engagement outcomes.

Lesson 4 • Multi-Channel Engagement Strategies

Extends CRM-driven engagement across email, SMS, social, and web channels. Students coordinate consistent messaging across channels using CRM as the central hub.

Lesson 1 • Customer Satisfaction Measurement

Implements CSAT, NPS, and CES surveys triggered by CRM service events. Students analyse satisfaction data to identify service gaps and improvement priorities.

Lesson 2 • Case Management and Ticketing Systems

Covers case creation, categorisation, priority assignment, and resolution tracking in CRM. Provides the operational backbone for consistent, accountable customer service delivery.

Lesson 3 • Knowledge Base and Self-Service Portals

Builds structured knowledge bases and customer-facing self-service portals integrated with CRM. Reduces case volume while empowering customers to resolve issues independently.

Lesson 4 • Service Analytics and Continuous Improvement

Builds service dashboards tracking resolution time, first-contact resolution, and agent productivity. Students use analytics to drive systematic service quality improvements.

Lesson 1 • Building Effective CRM Reports

Teaches report types, filter logic, grouping, and summarisation within CRM platforms. Students create reports that answer specific business questions with precision.

Lesson 2 • Predictive and Prescriptive Analytics

Introduces churn prediction, propensity modelling, and next-best-action recommendations. Students apply predictive outputs to prioritise CRM actions and resource allocation.

Lesson 3 • Translating Data Insights into Strategy

Bridges analytical findings and strategic CRM decisions using structured insight communication. Students present data-backed recommendations to business stakeholders effectively.

Lesson 4 • Dashboard Design and Data Visualisation

Covers dashboard layout principles, chart selection, and audience-specific visualisation design. Students build executive and operational dashboards that communicate insights clearly.

Lesson 1 • Loyalty Programme Design and Management

Covers points, tiered, and experiential loyalty programme structures integrated with CRM data. Students design programmes that increase purchase frequency and emotional brand attachment.

Lesson 2 • CRM Governance and Continuous Improvement

Establishes CRM governance structures, performance review cadences, and iterative improvement cycles. Students sustain CRM effectiveness through disciplined oversight and ongoing optimisation.

Lesson 3 • Customer Retention Strategy Design

Builds proactive retention programmes using churn signals, win-back campaigns, and loyalty triggers. Students reduce voluntary churn by intervening at the right moment with the right offer.

Lesson 4 • Account-Based CRM for B2B Growth

Applies account-based strategies to manage complex B2B relationships and multi-stakeholder accounts. Students configure CRM to support coordinated, high-value account growth plans.