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MKT/468

Customer Relationship Management

3 credits

Total credits

5 weeks

Course length

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Take this course on its own, or as part of a degree or certificate program.

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Please Note: Attendance and participation are mandatory in all University courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.

University of Phoenix reserves the right to modify courses. While widely available, not all programs are available to residents of all states. Please check with a University Enrollment Representative.

Course level: Upper Division

This course provides an overview of the sales management process, with an emphasis on the importance of developing the skills, attitudes, and thinking patterns needed in order to win customer satisfaction and loyalty. Specific behaviors, techniques, leadership styles, performance evaluation metrics, and future directions are provided to maximize professional success.

Please Note: Attendance and participation are mandatory in all University courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.

University of Phoenix reserves the right to modify courses. While widely available, not all programs are available to residents of all states. Please check with a University Enrollment Representative.

What you'll learn

Course skills and outcomes

  • Describe Customer Relationship Management (CRM) in commercial and not-for-profit environments.
  • Identify factors that create strong customer relationships
  • Evaluate customer satisfaction, loyalty, and business performance according to defined metrics.
  • Explain relationship management theories.

  • Develop prospecting strategies.
  • Identify key performance indicators (KPI) for customer acquisitions.
  • Develop customer retention strategies.
  • Describe customer development strategies.

  • Assess customer portfolio management techniques.
  • Identify factors that contribute to customer value.
  • Develop customer experience management strategies.
  • Distinguish between customer experience management and customer relationship management.

  • Identify sales force automation (SFA) techniques and performance strategies.
  • Evaluate factors used to promote effective customer service.
  • Describe the sales management process.
  • Determine performance evaluation metrics.

  • Distinguish between structured and unstructured data.
  • Explain how analytics are applied throughout the customer lifecycle.
  • Evaluate the effect of various leadership styles on CRM.
  • Create a CRM strategy and implementation plan.

Why UOPX

Why take courses at University of Phoenix

Accreditation that matters

We’ve been accredited by the Higher Learning Commission (hlcommission.org) for more than 40 years.

Real-world instructors

Learn from instructors who bring an average of 25 years of working experience to the classroom.

Affordable and potentially reimbursable

Our tuition and fees are competitive and fixed. Also, check to see if your employer will cover you for this course.

Next Steps

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Transfer Credits

Credit Transfer

Need to transfer credits to another college or university?

Before you enroll in a course, check with your school of choice to make sure they will accept our transfer credits and to understand any requirements or limitations. Then you can complete your course, and request your official transcript be sent to your school. That’s it!

How to request your transcripts

Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice. If you have a question contact us at (866) 354-1800.

The University of Phoenix reserves the right to modify courses. Although our continuing teacher education courses are accepted by some state agencies in the United States toward teacher certifications and endorsements, this may not be the case in all states or foreign jurisdictions. If you plan to use courses for certification or endorsement, please check with your own state agency and your school district for applicability. Continuing teacher education courses are not eligible to apply to degree programs at University of Phoenix. These courses are not eligible for federal financial aid. Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice. While widely available, not all programs are available to residents of all states. Please check with a University Enrollment Representative. If you have a question contact us at (866) 354-1800.