Customer Relationship Management SYLLABUS

chapter

Topic

Class   hours

Chapter   1: Introduction to customer r

elationship management

1. four major   perspectives on CRM: strategic, operational, analytical and collaborative

2. several   common misunderstandings about CRM

3. a   definition of CRM

4. the six   constituencies having an interest in CRM

5. how   important CRM issues vary across industries

6. five generic models of CRM.

3

Chapter   2: Understanding relationships

1.how to recognize a relationship

2.attributes of successful   relationships

3.the importance of trust and   commitment within a relationship

4.why companies and customers are   sometimes motivated to

establish and maintain relationships with each other,   and sometimes not

5.the meaning and importance of   customer lifetime value

6. the five different schools of   thought that contribute to our understanding

 of relationships and   relationship management.

6

Chapter   3: Planning and

implementing customer

relationship management projects

1.five major phases in a CRM   implementation

2.a number of tools and processes that   can be applied in each phase of

an implementation

3.the importance of project management   and change management throughout

the implementation process.

6

Chapter 4: Developing,   managing

and using customer-related databases

1.the central role of customer-related   databases to the successful delivery of CRM outcomes

2.the importance of high quality data   to CRM performance

3.the issues that need to be   considered in developing a customer-related database

4.what data integration contributes to   CRM performance

5.the purpose of a data warehouse and   data mart

6.how data access can be obtained by   CRM users

7.the data protection and privacy   issues that concern public policy makers.

3

Chapter 5: Customer   portfolio

management

1. the benefits that flow from managing   customers as a portfolio

2.a number of disciplines that   contribute to customer portfolio management:

market segmentation, sales   forecasting, activity-based costing, lifetime value

estimation and data   mining

3.how customer portfolio management   differs between business-to-consumer

 and business-to-business contexts

4.how to use a number of   business-to-business portfolio analysis tools

5.the range of customer management   strategies that can be deployed across

a customer portfolio.

6

Chapter 6: Customer   relationship

management and customer experience

1.a definition of customer experience

2.the emergence and importance of the   experience economy

3.the differences between goods,   services and experiences

4.three key concepts in customer   experience management: touchpoint, moment

 of truth and engagement

5.a number of methods for better   understanding customer experience

6.a battery of experiential marketing   strategies and tools

7.how customer experience is changed   by CRM, sometimes for better and

sometimes for worse

8.four features of CRM applications   that have an impact on customer experience.

6

Chapter 7: Creating   value for customers

1.the meaning of the term‘ value ’

2.how customers weigh up‘ benefits ’and‘ sacrifices ’in the value equation

3.three major forms of value delivery   strategy adopted by successful companies

4.what is meant by the term‘ value proposition ’

5.how marketers create customer value   by mixing together a number of variables

 known as the 7Ps.

6.the importance of customization in   creating value

7.how the Internet is changing the way   that customers receive value from

communication and distribution.

6

Final   Tests

**Case Presentation (around 10 minutes   for each person)

3

Final Examination (Open Book Examination)

3

Total

42