Customer Relationship Management
|Course Number:||ISCM 7700|
|Course Name:||Customer Relationship Management (Online)|
|Course Description:||Customer Relationship Management (CRM) a business strategy that aims to understand, anticipate and manage the needs of an organization's current and potential customers. This course will introduce critical concepts and methods such as customer value, customer asset value, CRM vision and strategy.|
|Prerequisites:||ISCM 7100: International Supply Chain Management|
|Program:||Master of Science in Integrated Supply Chain Management|
NOTE: The information below is representative of the course and is subject to change. The specific details of the course will be available in the Desire2Learn course instance for the course in which a student registers.
Upon completion of this course, you should be able to
- Understand the fundamentals of Customer Relationship Management (CRM) strategy.
- Understand the metrics used in CRM, especially customer lifetime value and customer equity.
- Demonstrate the use of a CRM database and its benefits.
- Evaluate the concept of customer loyalty programs.
- Develop an understanding of CRM implementation issues and how to manage the change it brings in back-office and front-office functions, sales channels, customer interaction touch-points, etc.
Unit 1: CRM Theory and Development
In this unit, we will cover the conceptual basis of Customer Relationship Management (CRM).We will begin by answering a number of questions: What is CRM? What are its benefits? Who uses it? Why has it been adopted in some business sectors, but not others? We'll follow with the history and development of the discipline and its relationship with Marketing and Organizational Management.
Unit 2: Data, Information, and Technology
While we try to make it clear that CRM is NOT just technology in this course, it is clear that technology has had a great impact in how CRM is done. This unit will look at Data Management, Data Platforms, and Databases—all in how they relate to Customer Data Development.
Unit 3: CRM – Impact on Sales and Marketing Strategy
In this unit, we will look at how CRM empowers sales forces to take on additional responsibilities. Better relationships can be found through sales performance, improved supply chain support, more appropriate promotion programming, and better customer communication and service. This unit will also provide information on sales force automation.
Unit 4: CRM Evaluation, Privacy, Ethics, and Future of CRM
In this last unit, we will cover different metrics used for CRM. Additionally, as more information is being gathered from a variety of sources, the issues of privacy and ethics come into play. We will finish the unit looking at the future of CRM.
Grading Criteria for Activities
|Lesson Activities (14 @ 5 pts. each)||70 points|
|Lesson Discussions (14 @ 10 pts. each)||140 points|
|Unit Group Collaboration (4 @ 25 pts. each)||100 points|
|Term Paper||100 points|
|A||90% - 100%|
|B||80% - 89%|
|C||70% - 79%|
|D||60% - 69%|
|F||0% - 59%|