Brief Course Description
1. Course Title:
CRM and Customer Experience Management
2. Language of Instruction:
English
3. Course Code:
ISB574008
4. Credits:
3
5. Course Objectives:
6. Brief Description of Course Content:
The course provides a comprehensive view of modern CRM strategies and tools, combined with customer experience management (CXM) in a digital environment. Content includes:
● CRM principles and models;
● Customer lifecycle management;
● Collecting and analyzing customer data (CDP, AI/ML in CRM);
● Building customer engagement and retention strategies;
● Designing customer journey mapping;
● Measuring and improving omnichannel customer experience (omnichannel CX);
● Practical applications from global and ASEAN brands.