The course of lectures and practical cases on discipline “Customer Relationship Management” for the 3rd year students of the specialty 6.030601 “Management” (full-time study bachelors)

Customer Relationship Management (CRM) is a strategy for managing all your company’s relationships and interactions with customers and potential customers. It helps you stay connected to them, streamline processes and improve your profitability. More commonly, when people talk about CRM they are usually referring to a CRM system, a tool which helps with contact management, sales management, productivity and more. Customer Relationship Management enables you to focus on your organisation’s relationships with individual people – whether those are customers, service users, colleagues or suppliers. CRM is not just for sales. Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool and embedding it in your business – from HR to customer services and supply-chain management.Introduction PART I. Lectures Lecture 1 The nature of customer relationship management Lecture 2 Identifying customer needs Lecture 3 Admission of clients and establishing contact Lecture 4 Marketing of customer relationship Lecture 5 Basics of creating mutually beneficial relationship with customers Lecture 6 Clients communication Lecture 7 Advertising: meaning, types and role in relationship with clients Lecture 8 Argumentation and presentation of goods Lecture 9 Customer satisfaction and loyalty Lecture 10 Building customer loyalty Lecture 11 Customer retention and prescriptions for loyalty PART II. Practical case