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Certificate in Customer Relationship Management

Course Code Standard Fee NYSC Fee Degree Type






<p>Customer Relationship Management Training (CRM) is one of the most important components for sustenance and growth of an organization. With the advancement of software technologies, significant progress has been made in designing and managing CRM systems. These efforts envisage facilitating better customer interactions and greater understanding about customers; thus helps an organization build competitive advantages.</p><p>This course plans to impart a sound introduction to CRM, a comprehensive understanding of the processes involved, strong understanding of software components in different CRM systems, and practical applications of CRM in different sectors. As the course is targeted to students of rural management, it includes practical examples with strong lineage to rural planning and development.</p>

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Entry Requirements

Diploma and First Degree (Waiver: High School (O’Level) with minimum of 2 years work experience in a related field can apply).

Benefits to you

Customer needs will be met more effectively by understanding specific customer

Conduct effective customer profile analysis

Effective targeted marketing communications aimed specifically at customer needs

Ability to create value for organizations and customers

Ability to analyse the different components of a CRM plan

Coordinate service delivery system in field service, help desk and technical support

Benefits to your organization

Shorten your sales cycle

Manage Resources

Increase sales revenue

Ability to increase value from organization’s existing customers and reduce cost associated with supporting and servicing them, increasing your overall efficiency and reducing total cost of sales

Enhances increase customer satisfaction and retention, ensuring that organization’s good reputation in the marketplace continues to grow

Development of a more personal approach, new or improved products and services in order to win more business in the future

Acquisition and application of different approaches to CRM that are best suited to the client’s culture.

Learning Outcomes

By the time you complete this course, you should be able to:

1. Conduct effective customer profile analysis

2. Craft and implement customer relationship strategies

3. Execute customer profitability analysis and manage customer experience

4. Use analytics for building company-centered advocacy in the market

5. Implement sustainable customer loyalty programmes

6. Coordinate service delivery system in field service, help desk and technical support

7. Manage call center operations and personnel

8. Develop fitting customer-centricity delivery systems

9. Identify and implement feasible best practices in customer-centricity

10. Develop performance-orientated value model

11. Conduct proper evaluation of technological solutions in CRM and customer-centricity

Course Outline

Module 1: Introduction to CRM

What is Customer Relationship Management?

Impact of IT and Globalization on CRM

Evolution of CRM and Classifications

The Value Pyramid

Customer Interaction Cycle

Customer Profiling and Total Customer Experience

Goals of a CRM Strategy and Obstacles

CRM Solutions Map

Customer Centric Enterprise (CCE)

Discussing People, Processes and Technology

CRM in Various Industries

Misconceptions about CRM

Module 2: Managing Processes in CRM

Different Processes and Information Flow

Customer Lifecycle Management (CLM)

Customer Lifetime Value (CLV)

Contact Management

Activity Management

Issue Management

Workflow Management

Sales Force Automation (SFA)

Opportunity Management

Marketing Automation

Collaboration Processes

Enterprise Portals and Dashboards

Module 3: Analytics in CRM

An Introduction to Analytics

Pattern Based Strategy

Analytics Techniques and Methods

CRM Intelligence Management Cycle

CRM Data Warehouse

Customer Centric Data Mining

Measuring Profitability

Module 4: CRM Tools

Classifications of CRM Tools

Sugar CRM

Salesforce CRM

Module 5: Implementing CRM in an Enterprise

Defining the CRM Vision

Assessing CRM Readiness

Factors Affecting CRM Implementation

CRM Implementation Challenges

Phases of CRM Implementation

Upgrades and Change Management

CRM Implementation Pitfalls

CRM Performance Measurement

Module 6: CRM Case Studies

CRM in Different Industries and Sectors

Customer Relationship Management (CRM) n Banking

Developing E-Government Integrated Infrastructures: A Case Study

A Case Study of Emergent and Intentional Organizational Change


Due to emerging global trends, changes in the world and globalization across borders, our course outline, regularly change from time to time to meet up with this development and gives you leverage in a competitive world.

Teaching Methodology

The concepts in this course will be taught using a combination of lecture, discussion, and dialogue around cases, with emphasis on active learning. A case is a comprehensive exposition of a real managerial situation describing a set of problems and requiring a plan of action. The case method provides a pragmatic framework for the learning process. Its success depends heavily on student preparation and active participation in class discussions.

Course Assessment

To complete this course successfully, students must achieve a passing grade of 50% or higher on the overall course. This will include assignments and option test exam.

Study Modes

Classroom Online

4 Weeks

2 Weeks

Study Tips

  • 1. Come to class regularly and on time
  • 2. Be fully prepared and ready to participate in every class.
  • 3. Find learning and positive experiences with your classmates and the instructor.
  • 4. Read, prepare and turn in your assignments on time.
  • 5. If asked by the instructor to give your opinion on a topic, give your best answer.
  • 6. Willingly and unselfishly share your ideas, experiences, and opinions to the class.
  • 7. Appreciate the opinions and values of your classmates and be respectful
  • 8. Don’t be noisy; don’t interrupt anyone and do well to keep your argument professional.
  • 9. Keep what happens in class professional and confidential.
  • 10. If you cannot make it to class, please let the instructor know in advance.

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