Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

NONE

Objectifs du cours

At the end of the course, the student should be able to:
Understand the basics of Customer Relationship Management (CRM), including the concepts of building customer loyalty, customer experience and customer centricity.

Contenu du cours

The course covers the following key areas of CRM:
1. What is CRM and why do companies have CRM programmes
2. CRM and customer centricity as a strategic approach to managing customers
3. Implementing CRM
4. Systems and processes underpinning CRM
5. Customer satisfaction and experience
6. The customer journey
7. Developing customer loyalty
8. Multichannel CRM

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Interactive class
• Presentation
• Project work

Évaluation

Time is allocated for feedback and reflection for formative continuous assessment, i.e. the sessions constitute learning experiences in their own right, and assessed throughout the elective based upon student commitment and performance in the exercises. The students themselves will have the opportunity to appraise each group based on their feedback presentation, encouraging continued commitment. Students will also be asked to keep a learning log of 'lessons learned' each day incorporating insights from the exercises and lectures. In order to further support meaningful learning, students will be required to complete a written assignment which comprises of analysing a CRM Case Study which brings together key learning from the module. The Case should be an appropriate context to display new learning and thinking and should make an explicit link between their learning and the content of the elective. Students will also be asked to present the ouputs from a Group Case Study they will have covered in class.

Bibliographie

• Customer Relationship Management. V. Kumar and Werner Reinartz (2nd Edition), Springer, USA -

Ressources internet

• IESEG Online