Strategic Customer Management

ECTS : 6

Description du contenu de l'enseignement :

THIS COURSE IS NOT AVAILABLE IN 2020-2021
Course description and objectives
According to Payne and Frow (2013), “relationship marketing and customer relationship management (CRM) can be jointly utilized to provide a clear roadmap to excellence in customer management”. Based on this conviction, the Strategic Customer Management course shows how a holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the students will learn the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues.
 
Courses Objectives:
The objective of this course is to equip the students with a sound foundation of strategic customer management concepts and best practices to implement SCM successfully for long-term profitability.

Course structure

1. 23/01 Market-driven organizations and customer-centricity
2.  Strategic customer management (SCM)
3. 30/01 Relationship marketing principles
4.  Customer Relationship Management (CRM)
5. 06/02 Customer strategy development
6.  Value co-creation from the company side (Maximizing lifetime value)
7. 13/02 Value co-creation from the customer side
8.  Multi-channel integration
9. 27/02 Customer Experience Management (CEM)
10. 19/03 Information systems and technologies for customer management
11. 26/03 Performance assessment of CRM / CEM initiatives
12.  Organizing for CRM / CEM implementation
13. 02/04Final Exam

Compétence à acquérir :

THIS COURSE IS NOT AVAILABLE IN 2020-2021
Learning outcomes
Students will be able to develop a consistent and relevant customer strategy, to elaborate value propositions, to understand the principles of customer lifetime value maximization, to identify the main challenges companies face to integrate channels / touchpoints and deliver great customer experiences, to apprehend how companies choose an information system and the right technologies for managing customers, to assess the performance of customer-centric initiatives (both CRM and CEM), and to assist companies in implementing a customer strategy.

Mode de contrôle des connaissances :

Assignments and grading

• Class participation: 50% (case studies)
• Final exam: 50%

Bibliographie, lectures recommandées :

Bibliography

• Payne A. and Frow P. (2013), Strategic Customer Management: Integrating Relationship Marketing and CRM, Cambridge University Press, 547 pages.
• Publications, white papers and case studies from Destination CRM, Salesforce, IBM, SAS, Cap Gemini Consulting, Accenture, Deloitte, BCG and McKinsey.