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Customer Relationship Management

2020/2021
Учебный год
ENG
Обучение ведется на английском языке
5
Кредиты
Статус:
Курс обязательный
Когда читается:
2-й курс, 1, 2 модуль

Преподаватель

Course Syllabus

Abstract

This course focuses on the study of customer relationship management (CRM) - one of the fastest growing areas of modern management. Having arisen at the intersection of marketing, services and information technology, CRM has become an essential component of the practice of modern companies. In the past few years, knowledge of the basics of CRM has become mandatory for employees of the company's departments, who not only interact directly with their customers, but also develop products and price proposals for them and are responsible for business automation. Unlike most training courses on CRM, which have a distinct IT-focus, this course is designed to form a comprehensive vision of CRM for the successful implementation of which, not only technical, but also various marketing and management aspects are also important. This course is dedicated to the study of both theoretical and practical aspects of the CRM. To study the latter, representatives of the well-known and most successful companies in the field of CDM development are invited to share the best practices in this area. The course is designed to create a comprehensive understanding of the key categories that are now commonly referred to CRM topics. It uses both the results of modern academic research and the best practices of CRM implementation in leading foreign and Russian companies The course will use some elements of blended learning - an approach to education that combines online educational materials and opportunities for interaction online with traditional place-based classroom methods, when face-to-face classroom practices are combined with computer-mediated activities.
Learning Objectives

Learning Objectives

  • The main goal of the course is to form students' deep understanding of modern key strategic aspects and tools in the field of CRM, as well as give them an idea of how projects in this area are implemented in practice in various industries and types of enterprises.
Expected Learning Outcomes

Expected Learning Outcomes

  • Understanding of the basic concepts in the field of customer relationship management
  • Knowledge of the peculiarities of the main operational and analytical CRM tools
  • Ability to analyze real cases to conduct CRM audit and develop comprehensive plans for CRM implementation for various types of enterprises
  • Understanding of the key success factors and risks of CRM implementation
  • - understanding of the basic concepts in the field of customer relationship management - knowledge of the peculiarities of the main operational and analytical CDM tools - ability to analyze real cases to conduct CRM audit and develop comprehensive plans for CRM implementation for various types of enterprises - understanding of the key success factors and risks of CRM implementation
  • Understanding of the basic concepts in the field of customer relationship management - knowledge of the peculiarities of the main operational and analytical CDM tools - ability to analyze real cases to conduct CRM audit and develop comprehensive plans for CRM implementation for various types of enterprises - understanding of the key success factors and risks of CRM implementation
Course Contents

Course Contents

  • Topic 1. Relationship Marketing and CRM
    Key points: New dominant logic New instruments (tools) New competences The changing role of marketing The changes within the marketing Positive and critical issues of new dominant logic RM and CRM
  • Topic 2. What is CRM, who needs it and why?
    Key points: What is CRM? Goals and objectives of CRM 3 forms of CRM CRM description models «СRM continuum» Benefits from CRM Cross-functional view at CRM
  • Topic 3. How to love your customers?
    Key points: Customer satisfaction and customer loyalty NPV and other loyalty metrics The concept of customer value (LCV) The concept of customer value management (CVM) The concept of customer centricity The link between satisfaction, loyalty and profitability Modern loyalty programs (LP) Do LP increase customer loyalty? LP vs CRM
  • Topic 4. Customer experience management
    Key points: The concept of customer experience management (CEM) How to deliver great customer experiences? How to measure customer experience? Features of creating a customer experience in the B2B segment CEM tools CRM vs. CEM
  • Topic 5. Customer Lifecycle Management and Marketing Automation
    Key points: The concept of CLM «Growing» new customers from potential ones Customer development: cross-sell, up-sell Which customers should be held and returned? How to deal with non-profitable customers? Targeted marketing campaigns for different stages of CLM Marketing automation (MA)
  • Topic 6. CRM and social media ("Social CRM»)
    Key points: Features of «social» buyer behavior Tools for customer engagement in mutually beneficial dialogue and cooperation From individual social media campaigns to social CRM (SCRM) Additional opportunities and threats for companies during the transformation to SCRM Social CRM vs «traditional» CRM CRM maturity models IT tools for SCRM
  • Topic 7. Analytical CRM
    Key points: Types of customer data and their sources Big Data and CRM The quality of customer data, STARTS model Goals and benefits of analytical CRM (aCRM) Analytical tools for each stage of customer lifecycle aCRM priorities in various industries Capabilities and limitations of analytical tools IT-systems of analytical CRM
  • Topic 8. Personalization
    Key points: Types and characteristics of customer communication channels Stages and features of the development of communication channels «The Quality» of CRM problem-solving channels The importance of communication channels for creating a customer experience Features of real-time communication with customers That does Omnichannel give to the company and its customers? Features of Omnichannel strategy implementation in various industries The development level of channels, as a reflection of the maturity of CRM development Communication channels’ KPI of work
  • Topic 9. Operational CRM
    Key points: History of development and typology of operational CRM systems (OCRM) OCRM systems functionality for solving problems like: SalesForce Automation Marketing Automation Service Automation Partner Relationship Management Features of selection, installation, and integration of оCRM systems Where to place: locally or in the cloud? Which partners are required for the implementation and how to choose them?
  • Topic 10. Managing of CRM projects
    Key points: CRM audit Plan of CRM implementation Estimation of a company's readiness to implement CRM Business case of CRM implementation Cross-functional interaction within the project CRM metrics KSF and risks of CRM implementation
  • Topic 11. Features of CRM in various industries
    Key points: The features of CRM for: - various industries - service companies - state and non-profit organizations - retail companies - industrial companies - B2B companies - SME
Assessment Elements

Assessment Elements

  • non-blocking Participation and attendance
  • non-blocking Individual assignments
  • non-blocking Case presentation
  • non-blocking Course work
  • blocking Exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.15 * Case presentation + 0.25 * Course work + 0.4 * Exam + 0.1 * Individual assignments + 0.1 * Participation and attendance
Bibliography

Bibliography

Recommended Core Bibliography

  • Customer relationship management : concepts and technologies, Buttle, F., Maklan, S., 2019

Recommended Additional Bibliography

  • Don Peppers, Martha Rogers. Managing Customer Experience and Relationships, 3d edition, 2017