HA.E104 - eCRM (Electronic Customer Relationship Management)* *NOT ESTABLISHED*

Faculty
Petra Schubert

Course Coordinator
Petra Schubert

The course will be taught in English.

Managing relationships with customers is a basic organizational competency. Effective eCRM requires the effective communication between a product/service company and its customers, ideally with the support of the whole value network of employees, suppliers, and business partners.

The aim of this course is to provide an overview and understanding of methods and tools which can be used to provide excellent service quality in any organisation selling products or services. This will especially include three basic forms of CRM: operational, analytical and collaborative CRM. Additional topics encompass strategic issues, the customer-centric enterprise, and modern concepts such as Customer Lifecycle Management and Lifetime Value. Throughout the course we will look at techniques to acquire and retain customers with the help of information technology and enterprise systems.

Outline:

- Introduction to CRM, definitions, basic CRM concepts (operational, analytical, collaborative)

- CRM strategies and technology, the customer-centric enterprise, Operational CRM

- CRM drivers and business processes, mapping people, processes and technology
Project management/introduction strategies for CRM

- CRM tools and their functionality

- Demonstration of a concrete CRM tool

- Analytical CRM: Databases, data warehousing, analysis

- Developing a customer strategy, customer satisfaction

- Customer Lifecycle Management and Lifetime Value

- CRM implementation challenges: finding the right system(s)

- CRM and enterprise system: integration issues

- The road ahead: Collaborative CRM, findings from an empirical study

The students will know about concepts and frameworks in the area of CRM. They will be able to analyse the situation in a given company and derive a proposal for a basic CRM strategy.

At the end of the course, the student should be able to:

- Describe, classify, structure, and combine the concepts, theories, methods, and models of the course

- Identify and describe relevant areas of CRM in a company

- Analyse and describe the specific problems that may occur when introducing CRM in a company

- Develop a concept for a holistic eCRM approach for a given company

- Evaluate CRM tools and plan an implementation strategy

Mini projects

Students at the HA programme are able to write their bachelor project in connection with this course: Yes

Wübben, M.: Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings. Wiesbaden 2008.

Dyche, J.: The CRM Handbook: A Business Guide to Customer Relationship Management. Addison-Wesley 2001.

Payne, A.: Handbook of CRM: Achieving Excellence Through Customer Management. Butterworth 2005.

Plus academic publications collected individually by the students for their mini projects.