Customer Relationship Management

This module (BUS354) is a Marketing elective module I took during Year 3. The module emphasises understanding customers and building relationships through an integrated approach of people, processes, and technology. Students learn to leverage technology and analytics to enhance customer experience and strengthen relationships. The goal is to equip students with skills for effective customer relationship management (CRM) in the contemporary business landscape.

Being in the customer service industry, I have often pondered the rationale behind the phrase "customers are always right." This module has provided me with a genuine appreciation for the significance of adopting a customer-centric mindset. It highlights the benefits and drawbacks, offering viable solutions to address potential disadvantages. The course provided invaluable insights into understanding and anticipating customer needs, emphasising that a customer-centric approach is not just a business strategy but a fundamental mindset that permeates every aspect of an organisation. Recognising that customer satisfaction is paramount, I gained a deeper understanding of tailoring products, services, and communication to meet and exceed customer expectations. Embracing a customer-centric mindset has become a guiding principle, shaping my perspective on how businesses can thrive by prioritising and valuing their customers in every decision-making process.