The “Customer Relationship Management” module focuses on strategies and practices that organisations use to manage interactions with current and potential customers. It covers the importance of understanding customer needs, maintaining effective communication, and building long-term loyalty. The module explores the use of CRM systems to collect, analyze, and utilize customer data to personalize services and improve satisfaction. Learners also examine techniques for resolving complaints, managing feedback, and fostering positive customer experiences. Mastery of this module enables professionals to enhance customer retention, increase sales, and strengthen brand reputation through effective relationship management.