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IS.446

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Managing Customer Relations with Analytics

SCIS Sch of Computing & Info Sys

Course (UG/PG)

Undergraduate

Offering Unit/Department

SCIS

Course Description

The better any organisation can manage the relationship with its customers, the more successful it will become. IT systems targeting the problems of dealing with customers are growing in popularity. Customer Relationship Management (CRM) is not just the use of a technology, or a hardcoded business process, it is a management strategy to help organisations understand and learn about customer behaviours, needs, preferences and expectations in order to improve and maintain a strong relationship with them.Managing Customer Relationship with Analytics: Asian Insights presents the concepts and methodologies required to execute a methodical approach to apply analytics and CRM principles into a business. The course will cover the customer-centric business culture, and the customer relationship process to attract, convert, retain and amaze customers with the help of IT tools.This course provides a comprehensive understanding of advanced business management practices, focusing on four key areas: Lead Management (Attract)Opportunity Management (Convert)IT Service Management (ITSM) using ITIL (Retain)Operations Management with a Customer-Centric Focus (Amaze)Students will explore each area from three perspectives: Customer Journey, Business Processes, and Managerial Roles. The course aims to equip students with the skills needed to excel in real-world business environments, emphasizing the importance of customer-centric strategies.

Course Learning Outcomes

🔍 Customer Journey & Relationship Management

  • Map and manage the generic macro customer journey stages: Awareness, Intent, Ownership, and Advocacy.

  • Analyse how cultural differences influence global business environments, demonstrating how cultural standards and expectations can positively impact business success and guide decision-making.

  • Deconstruct key Customer Relationship Management (CRM) main sub-processes: Customer Acquisition and Customer Success.

  • Identify the organisational roles involved in the Customer Relationship Lifecycle and explain their contributions to customer success.

📊 Data Literacy & Analytics

  • Create meaningful charts and visualisations that address specific business questions.

  • Define the characteristics of "Data-Driven" decision making.

  • Apply the data processing framework: Deduce → Acquire → Tidy → Augment, to develop interactive dashboards.

  • Build and present analytic dashboards using Tableau and external data visualisation tools.

💡 Salesforce Platform Integration

  • Explore key Salesforce Data Objects and describe their relevance to the customer lifecycle and the course’s learning journey.

  • Experiment with foundational Salesforce objects—Lead, Opportunity, Account, Contact, and Case—and analyse their role in managing customer relationships.

  • Design and implement interactive dashboards within Salesforce that provide actionable insights.

  • Become and Agentforce Champion


Discipline-Specific Competencies

Data Analytics, Business Performance Management, Security Administration, Customer Experience Management, Business Process Re-engineering

SMU Graduate Learning Outcomes

Disciplinary Knowledge, Multidisciplinary Knowledge, Interdisciplinary Knowledge, Critical thinking & problem solving, Innovation and enterprising skills, Collaboration and leadership, Communication, Intercultural understanding and sensitivity, Understanding of global and Asian perspectives, Ethics and social responsibility, Self-directed learning

Grading Basis

GRD - Graded

Course Units

1