Handbook for practical classes and self-training on discipline “Customer Relationship Management” for the 3rd year students of the specialty 6.030601 “Management” (full-time study bachelors)

Customer Relationship Management is a broadly recognized, widely implemented strategy for managing an organization’s interactions with customers, clients and sales prospects. In this course, and through practical examples and exercises, students will learn to unleash CRM’s potential. From the systematic capture of customer data to its analysis and from drawing the right conclusions to making the most pertinent decisions they will be able to use CRM to maximize customer lifetime value and satisfaction. The purpose of the course is to provide students with fundamental theoretical and practical knowledge in various concepts of customer relationship management which are necessary when interacting with internal and external stakeholders.The nature of customer relationship management; Identifying customer needs; Admission of clients and establishing contact; Marketing of customer relationship; Basics of creating mutually beneficial relationship with customers; Clients communication; Advertising: meaning, types and role in relationship with clients; Argumentation and presentation of goods; Customer satisfaction and loyalty; Building customer loyalty; Customer retention and prescriptions for loyalty