APPLIES TO ACADEMIC YEAR 2012/2013
GRA 6417 Customer Relationship Management|
Responsible for the course
Tor W Andreassen
Department of Marketing
According to study plan
Language of instruction
Customer relationship management (CRM) is about developing a customer centric organization and an effective customer strategy in order to obtain a profitable and valuable customer portfolio. Through better insight in how customer value is created and appreciated, companies learn to improve which customers to attract, how to attract them, retain them, and which customers to develop into more collaborative relationships. The portfolio of customers is managed through differentiated value creation, differentiated service design across multiple contact channels, and through a set of differentiated and targeted customer activities across customer segments. Customer relationship management is also about allocation of resources to the most potential customers, and through monitoring of behavior and learning about customers and segments. Most marketers understand the value of collecting customer data, but also realize the challenges of leveraging this to customer insight and to a more valuable customer portfolio.
The objective of the course is to provide students with a deeper understanding of how companies can gain competitive advantage and improve financial performance through crafting and implementing better customer strategies.
- How to analyze a customer portfolio?
- How to develop an effective segmentation model?
- How to analyze creation of value in different segments?
- How to design a principal approach multichannel customer contact?
- How to analyze and develop an effective customer relationship- and loyalty program?
- How to analyze and develop an effective sales program?
- How to analyze and develop an effective customer acquisition program?
- How to analyze and develop a plan for a customer centric organization?
- Customer portfolio
- CRM systems (overview)
- Customer satisfaction and loyalty
- Customer segmentation
- Loyalty programs
- Customer service and multichannel design
- Sales organization principles
- Customer centric organization
- CRM metrics
- CRM analytics
- Appreciation of the challenges involved in developing and implementing a customer strategy
- Appreciation of customer privacy
Introductory Marketing Management
During the course there may be hand-outs and other material on additional topics relevant for the course and the examination.
Scientific and practical oriented articles will constitute the curriculum for the course. In addition there will be a number cases of the HBS type. A list of compulsory readings will be provided on It's learning or in class.
Berry, Michael. J. A., Gordon Linoff. 2000. Mastering data mining : the art and science of customer relationship management. John Wiley
Peppers, Don and Martha Rogers. 2011. Managing customer relationships : a strategic framework. 2nd ed. Wiley
Rust, Roland T., Katherine N. Lemon, Das Narayandas. 2004. Customer equity management. Pearson Education/Prentice Hall
The class will be organized around discussing selected topics illustrated by theoretical articles and cases. The students are expected to be well prepared and highly involved in the discussions. Major topics to be covered include:
- Customer strategy and customer portfolio value
- Customer segmentation
- Customer loyalty programs
- Multichannel customer contact design
- Sales and sales programs
- Customer centric organizations
Learning process and workload
A course of 6 ECTS credits corresponds to a workload of 160-180 hours.
The class will be organized around discussing selected topics illustrated by theoretical articles and cases.
Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class