Analytical Methods in Customer Relationship Management

As data and information continue to become more readily accessible to both firms, their competitors, and consumers, one of the ways that firms will be able to maintain competitive advantage will be through actively nurturing their consumer and potential consumer relationships. The course will emphasize quantitative analysis with support from qualitative techniques. Quantitative analysis will provide numerical support for making the business case for or making choices within CRM. Qualitative supporting analysis will support influencing stakeholders and managing expectations internally of CRM programs. A blend of both is required to navigate the complexity of the consumer data space and effectively implement a CRM program.