Customer Relationship Management FETAC Level 6 - Module Code L32673
Programme Aim
The course is designed to provide learners with an understanding of the principles of customer relationship management. In particular the module is designed to provide an insight into the development of a customer strategy, an overview of the context in which customer relationships operate, and the skills necessary to develop and implement relationship strategies externally (with customers) and internally (with staff).
Learners who successfully complete this module will:
- Appreciate the impact of customer relationship management on the long-term growth of the organisation.
- Differentiate customers based on their unique needs and value creation, and identify proper value solutions for each customer group.
- Appreciate the importance of social styles when developing and maintaining business customer relationships
- Align proper management and problem-solving techniques and resources with customer requirements and expectations
- Appreciate the role of technology in facilitating the building of customer relationships and in providing opportunities for revenue growth and cost savings.
- Have the skills necessary to design a CRM strategy which includes value creation objectives, customer knowledge strategies, customer touch points, technology enablers and customer relationship metrics.
Training Content - The specific learning outcomes are grouped into 4 units.
Unit 1 - CRM and Customer Strategy
Unit 2 - Basics of CRM Technology
Unit 3 - Operational & Analytical CRM
Unit 4 - Relationship Building Strategies
Unit 5 - Managing Customer Relationships
Method of Assessment
Project Assignment – Students will be presented with detailed instructions in order to complete their project. This project will account for 50% of the overall portfolio marks.
Examination – Students will complete an examination which accounts for the remaining 50%.
Preferred Entry Level
A learner seeking entry to this course at Level 6 does not need a previous formal qualification. Some learners may have achieved certification at Level 4 e.g. leaving certificate or FETAC Level 4 certificate, or at FETAC Level 5. Learners at Level 6 will need to be proficient at reading, drafting, preparing and understanding information. This module will include individual and team working activities, with learners taking personal responsibility for the quality of their outcome. All resources are provided as part of the programme and learners will receive supports and guidance from their tutors.
Programme Duration
The course is part-time. It will run 6 hours per week over 5 weeks. Learners need to be able to complete some work and research outside of course hours. Usually this programme requires 10 hours maximum of personal work outside the course time.
