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Business & growth

CRM fundamentals

A customer operating system, not just a tool

Connect lifecycle language, strategy, data models, segments, processes, automation, and metrics into one practical CRM operating system.

Beginner 13 lessons 551 XP About 92 min

Source · Handbook · CRM fundamentals · Source reviewed 2026-06-20

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CRM fundamentals course
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Course progress14 learning steps

1. Customer lifecycle and CRM strategy

CRM design begins with shared language for customer state, not with fields.

  1. Customer lifecycle — the language of stateA nine-stage lifecycle, observable state definitions, and health scoresConcept32 XP
  2. CRM strategy — how to set prioritiesFive strategy questions, five ownership roles, a priority matrix, and maturity modelConcept33 XP
  3. Lifecycle & strategy quizCheck state-definition principles, lifecycle order, and ownership rolesQuiz40 XP

2. Data models and segments

Choose the units used to understand customers, then classify them so the business can act differently.

  1. Customer data models — units of understandingSeven core objects, required-field criteria, and data-quality rulesConcept30 XP
  2. Core CRM term cardsReinforce NRR, LTV, CAC, ICP, SLA, QBR, RevOps, and health scoresFlashcards20 XP
  3. Data & segmentation quizCheck data objects, segmentation dimensions, and the priority formulaQuiz40 XP

3. Processes, automation & AI

Define stages, SLAs, and exceptions, then add automation and AI safely so CRM drives real work.

  1. Process design — make the next action explicitProcess units, a stage-definition template, SLAs, and exception handlingConcept32 XP
  2. Automation and AI — connect them safelyAutomation candidates, AI use cases, four approval levels, and the automation paradoxConcept34 XP
  3. Practice: decide whether to automateChoose the best action around data quality, approvals, and customer-impacting automationScenario45 XP

4. Metrics and dashboards

Design a KPI tree and dashboard that connect CRM operations to decisions, then review readiness.

  1. Metrics and dashboards — decision toolsFive KPI branches, core metrics and formulas, and dashboard principlesConcept35 XP
  2. CRM operations readiness checklistReview state, data, processes, automation, and metrics for operational readinessChecklist25 XP

5. 도구 거버넌스와 운영 리듬

권한·변경·회의를 고정해 CRM을 지속 가능한 운영체계로 만듭니다.

  1. CRM이 다시 무너지지 않는 규칙도구 선택·권한·변경관리·주간·월간 리듬Concept40 XP
  2. 워크북: CRM 운영 시스템데이터 사전·권한·변경·회의를 한 장으로 고정Workbook60 XP

Final challenge

Prove your mastery with a comprehensive course quiz.

  1. Final challenge · CRM fundamentals masteryA comprehensive quiz across lifecycle, strategy, data, processes, automation, and metricsComplete lessons first85 XP