Customer Relationship Management (C.R.M)

Transcription

1 Sharif University of Technology Graduate School of Management & Economics مديريت روابط با مشتريان Customer Relationship Management (C.R.M) General Information Autumn Session 2010 Instructor: Nasser Karami Telephone Number: Class time 11:00-12:30 Sunday & Tuesday Description CRM is defined as the overall process of building and maintaining profitable customer relationships by delivering value and satisfaction to the customer. This course examines customer relationship management (CRM) as a key strategic process within all organizations and serves as a foundation course in the Service Management Program. It will explain what the CRM, the benefits it provides is, how it works, and how to implement. It will show how CRM practices, and technologies are used to increase the efficiency of marketing, sales, service objectives throughout the customer life cycle stages of customer acquisition, development and termination. Students learn how to find the most valuable customers and how to increase the efficiency in customer acquisition, and churn management. It will cover various recent findings in scientific research in quantitative marketing, economics, and consulting cases. This course relies on the quantitative methods especially on the logistic regression. Students are expected to have taken basic Statistics courses. Objectives After completing the course of study, students will have: 1. Gained an understanding of key concepts, technologies and best practices of CRM

2 2. A view of the organization of business and its integration with CRM 3. An understanding of the CRM value proposition for different vertical markets 4. Knowledge of the lifecycle of CRM as applied to customer interactions 5. Knowledge of CRM customer data acquisition, management, research, analysis and use 6. An understanding of CRM strategies in Sales, Marketing and Customer Service contexts 7. An understanding of the impact of CRM on customer experience, satisfaction and loyalty 8. Developed a CRM Plan for the implementation of a personal CRM strategy. Required Text(s) & Reading(s) 1. F. Buttle (2009). Customer Relationship Management, (2 nd Edition). Elsevier Publishing 2. Jerry Fjermestad and Nicholas C. Romano (2006). Electronic Customer Relationship Management, M.E. Sharpe, Inc. 3. Duane E. Sharp (2008). Customer Relationship Management Systems Handbook, Auerbach publications Other Text(s) & Reading(s) 1. Michel J. Cunningham (2006). Customer Relationship Management, Capstone Publishing 2. V. Kumar and Werner J Reinhartz (2006). Customer Relationship Management: A Databased Approach. Hoboken, NJ: John Wiley & Sons. Required Cases 1. Meyer, C., and Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review. R0702G 2. Harrah s Entertainment Inc: Real-Time CRM in a Service Supply Chain. (2003). Stanford Graduate School of Business. Case: GS Davila, Anthony. (2003). Salesforce.com: The Evolution of Marketing Systems. Stanford Graduate School of Business. Case: E McAfee,Andrew. (2003). Moore Medical Corporation. Harvard Business Review, Required Article Readings 1. Customer Relationship Management: The Winning Strategy in a Challenging Economy. (2009).

3 Microsoft. Retrieved December 26, 2009 from 2. Band, W. (2008). CRM Best Practices, Forrester Research. Retrieved December 26, 2009 from 3. Wardley, M. (2008). Oracle Vertical CRM Applications: Realizing Business Benefit Through Industry Best Practices. IDC. Retrieved December 26, 2009 from 4. Social CRM Comes of Age. (2009). Oracle. Retrieved December 26, 2009, from 5. CRM and Social Networking: Engaging the Social Customer. (2009). Microsoft. Retrieved December 26, 2009 from 6. Analytical CRM. SAP. Retrieved December 26, 2009 from 7. CRM at a Glance: Salesforce.com vs. Siebel. (2007). TSG Retrieved December 26, 2009 from Evaluation 1. Class participation (5%) 2. Quizzes (10%) 3. Case Study Assignments and Presentation-3 (15%) 4. CRM Situation Analysis Paper and Discussion-2 (each 15%) 5. CRM project report and presentation-2 (each 20%) 6. Final Exam (35%) Assignments to be assigned by the instructor (Case Study) Each group will be allocated one of the four cases. Case method involves: Reviewing the case from several perspectives Defining the problem(s) Formulating alternative courses of action Analyzing and comparing alternatives Recommending a solution.

4 The results of your case analysis are to be submitted in the form of a written report, no longer than 5 A4 pages 12 point 1.5 spaced, and a short (20 min) presentation to the class followed by open discussion. So, the group will review and present their recommendations on a case study related to CRM. Students are expected to make the presentation as interesting by as possible and focus on the key aspects of the case that relate to CRM. CRM Final Project Report and Presentation There are two tracks in the final projects. The final project will account for 20% of your performance. You are going to present the case or data analysis in the last one or two sections. The time will be determined by number of presenters. Track 1: You write a case for a company which does an excellent job in CRM. The case should be no more than 15 pages (double spaced, including graphs and tables, and references). Track 2: You write a consulting case, where you obtain a dataset by your own or create one by survey. You might get the authorization from your company or friends to use a dataset. You need to provide statistical results and analysis. An executive briefing report (10 to 15 pages) and an in class (15 min) presentation consisting of 10 to 12 PowerPoint slides is expected. Please include (these should also be subheadings in your report and presentation): Summary of the project in both the report and presentation Research question(s) addressed by the project Contribution of the project Integrate course concepts into your report and presentation Critique/analysis of the project Lessons learned- Add value to the project Example issues are: CRM in Banking: Features, Modern Tools & Techniques CRM in the Insurance Business CRM in the Tourism Industry CRM in the Service Sector CRM in the Airline Industry CRM in Hospital Service

5 etc. Note: The groups must be formed by 89/07/20. The title of the project must be submitted by 89/08/15. Your Instructor must approve the project proposal before starting. Final Exam The final exam is designed to test students understanding of the conceptual and analytic material presented in class. They may involve a variety of question types including multiple choice, identification, short answer, and essay formats. It is close-note, close-book, based on theoretical (lectures and Readings) and Practical (cases and speaks) discussions presented during the term. The exam will be held on 89/10/00 at 00:00.

6 Course Schedule Date Lecture Topics Activity 89/06/30 Our Program /07/04 89/07/06 89/07/11 89/07/13 89/07/18 89/07/20 89/07/25 89/07/27 89/08/02 89/08/04 89/08/09 89/08/11 89/08/16 89/08/18 89/08/23 89/08/25 89/08/30 89/09/02 89/09/07 89/09/09 89/09/14 89/09/16 89/09/21 89/09/23 89/09/28 89/09/30 Introduction & Concepts Chapter 1: Making Sense of CRM CRM Value Chain Chapter 2: The CRM Value Chain The Technology of CRM Chapter 3 & 5: IT for CRM & Customer Intimacy Teams to be formed The Technology of CRM Chapter 3 & 5: IT for CRM & Customer Intimacy Customer Portfolio Management Chapter 4: Customer Portfolio Analysis Customer Acquisition Chapter 8: Managing the Customer Lifecycle: Customer Acquisition Customer Retention Chapter 9: Managing the Customer Lifecycle: Customer Retention and Development Customer Value Management Chapter 7: Creating Value for Customers E-CRM Required Book (2) Privacy in CRM Required Book (3): Chapter 5: Privacy in CRM Organizing Customer Relationships Chapter 10 : Organizing for CRM Advances in CRM Applications Handout & Paper(s) Challenges for Global CRM Handout & Paper(s) Quiz#1 Paper Review#1 Case Study Presentation#1 Quiz#2 Paper Review#2 Paper Review#3 Case Study Presentation#2 Quiz#3 Paper Review#4 Quiz#4 Paper Review# 5 Case Study Presentation#3 Paper Review#6 Quiz#5 Paper Review#7 Case Study Presentation# /10/05 89/10/07 89/10/12 Final Project Presentation Days Note: The course outline is tentative and subject to change by the instructor during the semester based on the progress of the class. A hard copy of all handouts will be delivered in the class.