# CRM fundamentals course

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

- Canonical: https://learning.reopt.ai/en/courses/crm-standard
- Language: en
- HTML: https://learning.reopt.ai/en/courses/crm-standard

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[Business & growth](/en/tracks/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
[Start learning](/en/courses/crm-standard/lessons/crm-l1-lifecycle)

![CRM fundamentals course](/images/home/track-growth-data.png)
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Course progress 14 learning steps

## What you'll learn

- Define a nine-stage customer lifecycle with observable entry and exit conditions.
- Narrow CRM scope with strategic questions, ownership, and a priority matrix.
- Design a data model using core objects, required fields, and segmentation dimensions.
- Build safe operations and measurement with four automation approval levels and a KPI tree.

1

## 1. Customer lifecycle and CRM strategy

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

- [Customer lifecycle — the language of state A nine-stage lifecycle, observable state definitions, and health scores Concept 32 XP](/en/courses/crm-standard/lessons/crm-l1-lifecycle)
- [CRM strategy — how to set priorities Five strategy questions, five ownership roles, a priority matrix, and maturity model Concept 33 XP](/en/courses/crm-standard/lessons/crm-l1-strategy)
- [Lifecycle & strategy quiz Check state-definition principles, lifecycle order, and ownership roles Quiz 40 XP](/en/courses/crm-standard/lessons/crm-l1-quiz)

2

## 2. Data models and segments

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

- [Customer data models — units of understanding Seven core objects, required-field criteria, and data-quality rules Concept 30 XP](/en/courses/crm-standard/lessons/crm-l2-datamodel)
- [Core CRM term cards Reinforce NRR, LTV, CAC, ICP, SLA, QBR, RevOps, and health scores Flashcards 20 XP](/en/courses/crm-standard/lessons/crm-l2-flash)
- [Data & segmentation quiz Check data objects, segmentation dimensions, and the priority formula Quiz 40 XP](/en/courses/crm-standard/lessons/crm-l2-quiz)

3

## 3. Processes, automation & AI

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

- [Process design — make the next action explicit Process units, a stage-definition template, SLAs, and exception handling Concept 32 XP](/en/courses/crm-standard/lessons/crm-l3-process)
- [Automation and AI — connect them safely Automation candidates, AI use cases, four approval levels, and the automation paradox Concept 34 XP](/en/courses/crm-standard/lessons/crm-l3-automation)
- [Practice: decide whether to automate Choose the best action around data quality, approvals, and customer-impacting automation Scenario 45 XP](/en/courses/crm-standard/lessons/crm-l3-scenario)

4

## 4. Metrics and dashboards

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

- [Metrics and dashboards — decision tools Five KPI branches, core metrics and formulas, and dashboard principles Concept 35 XP](/en/courses/crm-standard/lessons/crm-l4-metrics)
- [CRM operations readiness checklist Review state, data, processes, automation, and metrics for operational readiness Checklist 25 XP](/en/courses/crm-standard/lessons/crm-l4-checklist)

5

## 5. 도구 거버넌스와 운영 리듬

권한·변경·회의를 고정해 CRM을 지속 가능한 운영체계로 만듭니다.

- [CRM이 다시 무너지지 않는 규칙 도구 선택·권한·변경관리·주간·월간 리듬 Concept 40 XP](/en/courses/crm-standard/lessons/crm-l5-governance)
- [워크북: CRM 운영 시스템 데이터 사전·권한·변경·회의를 한 장으로 고정 Workbook 60 XP](/en/courses/crm-standard/lessons/crm-l5-operating-system)

## Final challenge

Prove your mastery with a comprehensive course quiz.

- Final challenge · CRM fundamentals mastery A comprehensive quiz across lifecycle, strategy, data, processes, automation, and metrics Complete lessons first 85 XP

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