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MKT3610: Customer Relationship Management

(ANC-MKT3610)
Lessons
Lab

Skills You’ll Get

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1

Introduction and History of Customer Relationship Management

  • Definition of CRM and CRM Applications
  • The Purpose and Benefits of CRM
  • The Tangible Components of CRM
  • Customer Service and the Customer Engagement Center
  • Important Business Constructs Related to CRM
  • Who Uses CRM and Why?
  • The Origins of CRM
  • CRM: Why Now?
  • Organizations’ Experiences with CRM
  • Implementing CRM and Overcoming Barriers
  • Developing CRM from a Tactical Perspective
  • Customer Engagement and Customer Experience Management
  • Extending the Meaning and Application of CRM
  • Questions
  • Exercises
2

Relationship Marketing, Organization and CRM

  • The Roots of Relationship Marketing
  • Relationship Marketing and Its Domain: Why Relationship Marketing Works!
  • Relationship Marketing as a Paradigm Shift
  • When Relationship Marketing Is Most Applicable
  • Relationship Marketing and the Characteristics of a Relationship
  • Relationship Marketing and CRM: What Is Customer Relationship Management?
  • The Impact of CRM
  • Reorganizing Marketing to Maximize the Benefits of CRM
  • The Human Factor
  • Organization Environment
  • Value Chain Organization
  • Other Considerations
  • Questions
  • Exercises
3

CRM, Data Management, Technology, Data Platforms, Database

  • Managing Customer Interactions
  • The Customer Integration Problem
  • Customer Data Integration Definition and Requirements
  • Householding Concepts
  • Customer Data Integration Steps
  • The Evolving Data Management Landscape
  • Technology Evolution
  • Marketing Technology Development Path
  • CRM and Related Technology Providers
  • Data Defined
  • Data Capture and Allocation
  • Data Transformation
  • Business Intelligence (BI) and Business Analytics (BA)
  • Enabling CRM
  • Questions
  • Exercises
  • Appendix A
  • Appendix
4

B2B CRM, Understanding the Customer, and The CRM Strategy Cycle

  • Business-to-Business Characteristics Relative to CRM
  • Value Delivery Networks
  • Building the Relationship—Sales and CRM
  • Partner Relationship Management (PRM)
  • Business Partner Associations
  • Other CRM Strategy Considerations
  • Key Constructs in the Customer–Company Profit Chain
  • Service Quality and Customer Satisfaction
  • Customer Satisfaction: Much Ado about Nothing?
  • Customer Loyalty
  • Retention
  • Satisfaction and Loyalty Factors
  • The Relationship between Satisfaction and Loyalty
  • The Relationship between Customer Loyalty and Company Profitability
  • Loyalty/Rewards/Frequency Programs
  • The CRM Strategy Cycle
  • Is CRM for Everyone?
  • Questions
  • Exercises
5

Privacy, Ethics, CRM Program Measurement Tools, Social Networking and CRM

  • Consumer Privacy Concerns
  • Organization Privacy Concerns
  • Current/Pending Privacy Legislation
  • What Consumers Can Do
  • What Organizations Can Do
  • Global Issues
  • New Technology Implications
  • Other Resources
  • Areas Requiring Measurement
  • Basic Measures
  • CRM Customer Cycle Measures
  • Company 3E Measures
  • Customer Value and Customer Equity Measures
  • Marketing Research
  • CRM Scorecards and the CRM Measurement Hierarchy
  • Social Networking and the Most Popular Sites
  • Why Companies Must Use Social Media
  • Why Social Media Works
  • Social Networking in China and the United States
  • How and Why Marketers Should Use Social Networks in CRM
  • Questions
  • Exercises
  • Appendix

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