This course lays out a broad rethinking of customer relationship management. The focus is on the mindset and skill set required to earn and grow relationships with customers and build customer-centric organizations. Examined are changes in attitudes, values, and behaviors of customers who expect their voices to be heard. Marketers are learning to listen and to design customer experiences that deliver high levels of both customer value and company value. Value is measured in terms of repeat business, customer loyalty, return on investment in marketing, and hard-to-duplicate competitive advantage. Prerequisite: BU 5700.
*All course information is from the 2014-2015 Catalog.