This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

marketing mix, consumer behavior, brand management, communication

Learning outcomes

at the end of the course, the students will understand the CRM basics (including objectives and levers)
the course is focused on the link between CRM and Loyalty as a key factor ; and differotiator for business
- notion of "Acquisition"
Understand the interest of a segmented and personlized service
be able to be proactive rather than reactive in there CRM
Understand of the strategic point ofview of CRM
Understand how to set up CRM activities to target different goals
Be able to set a CRM in regard of the business context/means…
know how to measure client's satisfaction+ main KPIs
Understand the current trend of multichannel/omnichannel CRM
Understant the Customers journey
Understand the Point of sale interest in the current context
be able to respond to any CRM issue

Course description

CRM : definition
Customer expectations
CRM : strategic point of view ; evolution and reason why crm is so important
business strategy & customer strategy differentiation : satisfaction-loyalty path ; improvement of the ARPU
define the condition of performance (HR, organization and processes etc) how to set up CRM activities to target different goals
Setting a CRM in regard of the business context/means…
Measurement of client's satisfaction+ main KPIs
CRM & the current trend of multichannel/omnichannel CRM
Focus on the Customers journey
Focu on Point of sale interest in the current context
Focus on how to be able to respond to any CRM issue

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Interactive class

Assessment

COLLETIVE WORK

Recommended reading

• Enhancing customer-needs-driven CRM strategies : core sellin teams, knowledge management competence,and relationship marketing competence -

  Arnett, Dennis B.; Badrinarayanan, Vishag. Journal of Personal Selling & Sales Management. Fall2005, Vol. 25 Issue 4, p329-343. 15p. 2

• Does organisational culture influence CRM's financial outcomes ? -

  Iriana, Reiny; Buttle, Francis; Ang, Lawrence. Journal of Marketing Management. Feb2013, Vol. 29 Issue 3-4, p467-493. 27p. 3 Diagrams, 5 Charts. DOI: 10.1080/0267257X.2012.732598.

• Making customers pay : measuring and managing customer risk and returns, Ryals, Lynette. Journal of Strategic Marketing. Sep2003, Vol. 11 Issue 3, p165. 11p. 3 Charts. DOI: 10.1080/0963234032000133476. -

  Making customers pay : measuring and managing customer risk and returns, Ryals, Lynette. Journal of Strategic Marketing. Sep2003, Vol. 11 Issue 3, p165. 11p. 3 Charts. DOI: 10.1080/0963234032000133476.