EBUS 110 - Customer Relationship Management Fundamentals

Institution:

Kapiolani Community College

Subject:

Description:

3 hours lecture per week Prerequisite(s): Credit or concurrent enrollment in ENG 22 or qualification for ENG 100 or equivalent course; qualification for MATH 24 or higher level math course. Recommended Preparation: Previous teamwork and project management experience preferred. Customer relationship management (CRM) involves customer acquisition, retention, and growth over the long term. Firms practicing CRM keep high value customers satisfied and purchasing more over the long term. This leads to referrals, increased revenue, and lower costs. EBUS 110 gives students an understanding of buyer behavior and decision-making. It introduces CRM concepts and addresses customer service activities at all touch points: inperson, telephone, online, and postal mail. It also gives students practice in teamwork and managing projects in interpersonal communication, call centers, and complaint handling. Upon successful completion of EBUS 110, the student should be able to: Work effectively in teams. Manage projects. Demonstrate presentation capabilities using whiteboard, flip chart, power point, and/or web page presentations. Demonstrate an understanding of CRM career opportunities and how to locate them. Describe the consumer, business, and government markets. Identify the major characteristics that influence customer buying behavior. Discuss the stages in the consumer buying decision process. Outline the business buying decision process. Define relationship marketing and its role in marketing. Demonstrate an understanding of how to build profitable segments by identifying, differentiating, and customizing offers and communication. Be able to foster positive attitudes in yourself and your customers. Know how to deal appropriately with dissatisfied customers. Demonstrate the ability to select appropriate strategies for gaining customer loyalty. Demonstrate an understanding of how online technology can build customer relationships using Internet technology and customer information. Prepare appropriate written messages in response to customer inquiries and complaints. Use the telephone and in-person techniques to deal with customers.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

kapiolani.hawaii.edu/page/home

Phone Number:

(808) 734-9000

Regional Accreditation:

Western Association of Schools and Colleges

Calendar System:

Semester

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