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Get an A in eCRM

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Posted May 23, 2001 By Robyn Greenspan     Feedback

With the addition of a new certificate program for the Fall, the "e" in eCRM could stand for "education" at Cal State Fullerton.

California State University, Fullerton is incorporating electronic customer relationship management (eCRM) into the University Extended Education (UEE) curriculum for the Fall 2001 semester. The new 66-hour eCRM Certificate Program will run from September 2001 through March 2002 as a continuing series at the Irvine Spectrum location.

The program will encompass five individual classes taught by eCRM and Internet industry professionals and will utilize xSellsys, an application service provider (ASP) of proprietary business communication technologies. "xSellsys has graciously allowed us to use their Web-based CRM products during the certificate classes," stated Carol Ferguson, UEE e-business program specialist at Cal State Fullerton. "I know this will make a huge difference to our students as they learn the 'ins and outs' of CRM and eCRM. Being able to have a hands-on approach makes the learning process immediately applicable."

The purpose of the certificate program is to examine the basic concepts of eCRM, as well as the corresponding technology that supports customers throughout the value chain. The five courses, geared toward marketing and IT professionals, are necessary for program completion and eCRM certification. They are:

  • The Customer Comes First -- an introductory overview of CRM
  • Creating Communication Synergy in the e-World
  • Developing Customer-centric Business Strategies -- an investigation of how to relate to the customer
  • Using Technology to Optimize Customer Relationships
  • Creating and Implementing the eCRM Master Plan

The motivation behind the program is the growing importance of CRM and the lack of learning opportunities that are presently available. "We were looking at what was hot in the e-world and the time was right," stated Ferguson.

Cal State Fullerton is not the only learning institution that recognizes the value of a complete customer-centric education. Some schools are beginning to offer a CRM-related course or two but not many provide a full program or certification.

Chicago's DePaul University is currently offering e-Marketing for Enhanced Customer Relationships (CRM) -- a comprehensive, seven-week program developed by the Institute for Interactive and Direct Marketing of DePaul University, in cooperation with the Chicago Association of Direct Marketing (CADM).

Additionally, Algonquin College, Ottawa, Canada has partnered with KarROX Technologies Ltd. of Mumbai, India to present its e-Customer Relationship Management Program. Designed for students in India who wish to seek employment in fields where excellent customer care is the focus, graduates will receive a certificate from Algonquin College upon completion.

Cal State Fullerton boasts almost 29,000 students and is one of the fastest growing campuses in the seven college California State University system. University Extended Education provides more than 50 professional development certificate programs, as well as individual courses, seminars and workshops, with more than 60,000 enrollments each year. Classes are offered at five convenient Orange County locations, delivered by industry experts and university faculty and providing the most current theoretical approaches and practical applications.

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