Stevens Institute of Technology Howe School of Technology Management
Proposed Syllabus
SMP – Customer Relationship Management
Semester Spring 2009 Michael Rodriguez Stevens Institute of Technology Howe School of Technology Management Day of Week/Time TBA Office Hours: By Appointment
Catalog Description
This course examines customer relationship management (CRM) as a key strategic process within all organizations and serves as a foundation course in Service Management Program. CRM is defined as the overall process of building and maintaining profitable customer relationships by delivering value and satisfaction to the customer (Kotler and Armstrong, 2004). Focusing on process, strategy and technology, this course leads students from understanding the fundamentals of CRM through the implementation of CRM systems and analysis of customer data. It discusses the CRM philosophy as well as the systems in place that incorporate and integrate information from sales, marketing and service.
Overview
In today's highly competitive business environment, managing customer relationships and effectively interacting with your customers are critical to an organization’s success. This course examines customer relationship management (CRM) as a key strategic process across all organizations and serves as a foundation course in Service Management Program. CRM is defined as the overall process of building and maintaining profitable customer relationships by delivering value and satisfaction to the customer (Kotler and Armstrong, 2004). By enhancing the customer experience, organizations can develop a strong relationship between the customer and the organization. If sustained over time, organizations can strengthen their competitive position and as a result increase its profitability. The CRM course is designed to introduce students to both CRM fundamentals and the utilization of technology in managing customers. The curriculum will introduce students to CRM concepts and functionality for professionals whose organizations utilize CRM or want to gain an understanding of the role of CRM in service management. There will be a strong emphasis on “hands-on” implementation and utilization of CRM systems. Through lecture, case studies, practitioner guest speaking, team projects, class discussion and presentations, participants will gain a firm understanding of the key factors that impact CRM success.
Once the course is completed, students will be able to develop a clear understanding of key CRM concepts and the role CRM plays in improving corporate productivity and profitability. COURE/TEACHER EVALUTATION Continuous improvement can only occur with feedback based on comprehensive and appropriate surveys. At the end of the course, you will have an opportunity to comment on the quality of both the course and the instructor. These course and teacher evaluations are an important part of our quality improvement process. Your feedback is an important contributor to decisions to modify course content/pedagogy in the EMTM program which is why we strive for full class participation in the survey. All course teacher evaluations are conducted on-line. You will receive an e-mail one week prior to the end of the course informing you that the survey site (https://www.stevens.edu/assess) is open along with instructions for accessing the site. Login is your Campus Pipeline (email) 'CPIPE' username and password. This is the same username and password you use for WebCT. Simply click on the course that you wish to evaluate and enter the information. All responses are strictly anonymous. We especially encourage you to clarify your position on any of the questions and give explicit feedbacks on your overall evaluations in the section at the end of the formal survey which allows for written comments. We ask that you submit your survey prior to the last class. Since your feedback is very important to us, we strive for 100% participation.
Learning Goals
After taking this course: 1. 2. 3. 4. 5. Student will gain an understanding key concepts and the benefits of CRM Students will practice effective CRM in interactions with customers Students will understand the key elements and functionality in utilizing CRM program Students will utilize different CRM technology solutions (Salesforce.com and NetSuite) Students will demonstrate ability to source customer contacts for specific markets and applications 6. Students will be able to research, acquire, develop and expand necessary contact information for CRM 7. Students will be able to develop a CRM strategy in a Sales Management / Marketing / Service context 8. Students will be able to build a personal CRM database and correspondence campaign 9. Students will be able to utilize key, analytical / report tools for customer data 10. Students will be able to determine and use key metrics for evaluating the success of CRM initiatives 11. Students will execute an effective communication campaign to client contacts in a target market
Pedagogy
This class will incorporate lectures, in depth class and on line discussions, individual and team exercises, presentations, and homework assignments. The course is designed to provide students with numerous opportunities to learn practice and demonstrate proficiency in using CRM technology.
Target Student Audience
The course is for graduate students who are interested in CRM, business development, direct marketing, relationship marketing, client support, business intelligence or any client facing activity. This course may also be an interest to those students in information or database management or are in a role as business analyst. Students attending this course should have basic knowledge of marketing management. Additionally, students interested in Service Science need this course since customer centricity is core to the service industry.
Required Text
Peelen, Ed, “Customer Relationship Management”, Pearson Education Limited 2005
Required Readings
The New Breed of CRM Consultant, CRM, October 2008, Volume 12, No. 10. Salesforce.com, “Eight CRM Essentials: An Executive Guide to the Eight Must Have Elements of Every Successful CRM Initiative Beasty, C. (2006), "How sales teams should use CRM", Destination CRM, Feature, available at: www.destinationcrm.com. Berry, Leonard L., “Relationship Marketing of Services – Growing Interest, Emerging Perspectives,” Journal of the Academic of Marketing Science, vol. 28, no.1, pp. 128-137. Butler, Shahla (2000), ,”Changing the Game: CRM in the E-World,” Journal of Business Strategy, 21 (2), 13 -14. Crosby, Lawrence, “CRM and Management: Successful customer relationships require an integrated business strategy”, Marketing Management, pg. 10-11. Day, George (2001), “Capabilities for Forging Customer Relationships”, Marketing Science Institute Report 00 – 118, Cambridge, MA. Dickie, Jim (2004), “Increasing Sales Effectiveness by Blending CMM and CRM,” in Defying the Limits: The CRM Project, Vol. 5. San Francisco: Montgomery Research, 58-60. Khirallah, Katherine, (2001), “ CRM Case Study: The Analytics That Power CRM at Royal Bank of Canada, TowerGroup. Nelson, Scott (2004), "CRM is Dead; Long Live CRM," in Defying the Limits, 5th ed., John Freeland, ed., San Francisco: Montgomery Research, 194-195. Peppard, Joe (2000), "Customer Relationship Management (CRM) in Financial Services," European Management Journal, 18 (3), 312-327. Raab, Tim, “From Data Warehouse to CRM, the Evolution of Enterprise Customer Focus”, Nationwide Insurance Systems, white paper, Embarcadero Technologies Rigby, Darrell, K., Reichheld, Frederick F., and Schefter P., “Avoid the Four Perils of CRM,” Harvard Business Review 80, no.2 (February 2002): 101-109.
Recommended Readings
Baran, Roger J., Galka, Robert and Strunk, Daniel P. (2007) “Principle of Customer Relationship Management”, South Western College Pub. Cotteleer, Mark, Inderrieden, Edward, and Lee, Felissa (July-August 2006). “Selling the Sale Force Automation”, Harvard Business Review, pg. 20 – 23. Freeland, J. (2003), "The new CRM imperative", The Ultimate CRM Handbook, McGraw-Hill, New York, NY, Lorge, Sarah (1999), "A Real Life SFA Success Story", Sales and Marketing Management, 515 (1), 1999. Peppers, D. and Rogers, M. (2004), Managing Customer Relationships: A Strategic Framework (Hoboken, NJL John Willey & Sons, 2004) p 6. Plessis, Marina du, and J.A. Boon (2004), “Knowledge Management in eBusiness and Customer Relationship Management: South African Case Study Findings,” International Journal of Information Management, 24 (1), 73-86. PR Newswire, NY, 2006, New Research Reveals Collaboration Is a Key Driver of Business Performance Around the World, New York Yim, Frederick Hong-Kit, Anderson, Rolph E, and Swaminathan, Srinivasan, “Customer Relationship Management: Its Dimensions and Effect on Customer Outcome”, Journal of Personal Selling and Sales Management, vol. XXIV,Fall 2004, pp. 263 – 278
Supplemental Resources
Salesforce.com: On line tutorials NetSuite: On line tutorials www.destinationcrm.com www.siennasolutions.com/products/crm/htm www.accenture.com
Assignments
Assignments Individual Case Studies Midterm Online Participation* Final Team Assignment Due Week 3 – 14 Week 7 Throughout Course Week 14
Grading
Your course grade will be based on the following components. Grading for each deliverable will be done on a scale from 0 – 100. The final grade will be computed based on the weighting of the deliverables according to the following resolution: Points (100 scale) 93 – 100 90 – 92 87 – 89 84 - 86 80 - 83 77 – 79 74 - 76 70 - 73 Grade A AB+ B BC+ C C-
Type of Assignments Individual Case Studies Midterm Online Participation* Final Individual Assignment Total Grade
Final Grade Weight 30% 25% 20% 25% 100%
* If class is not online, online discussion participation is 10% with attendance and participation 10%. 1. Individual CRM Case Studies: portion of the grade will be primarily based on analysis and This write ups of case studies assigned and discussed in class. The purpose is to measure your understanding of the case study and the CRM concepts presented. 2. Midterm Exam: Students will be tested on the understanding of CRM technology, CRM concepts (benefits to the client, company, and end user) and case studies discussed in class and on line 3. Online Participation: Considered in this grade will be your participation in online discussions posted on Blackboard as well as completion of CRM tutorials in Salesforce.com and NetSuite. If class is not an online, you should prepare for each class as you would for a business meeting – reading the assigned materials, analyzing the issues and deciding how to apply them to a CRM implementation or personal database situation.
4.
Final Individual Project: The final individual project will be evaluated based on demonstrating mastery of CRM concepts and your ability to apply the concepts to a personal data based CRM application. Each student plays the role of a CRM consultant who will provide a proposal that details a CRM solution to a potential client. Your proposal may focus on a specific area such as Sales, Marketing or Service or providing an all encompassing solution for all areas. In your proposal you will need to provide details on as specific application such as Salesforce.com, NetSuite, Seibel or any other CRM application. You proposal should be 10 – 12 pages long and include:
Executive Summary
Description of Problem Description of CRM Benefits of CRM Proposal of Application Screenshots of Application
Ethical Conduct
The following statement is printed in the Stevens Graduate Catalog and applies to all students taking Stevens courses, on and off campus. “Cheating during in-class tests or take-home examinations or homework is, of course, illegal and immoral. A Graduate Academic Evaluation Board exists to investigate academic improprieties, conduct hearings, and determine any necessary actions. The term ‘academic impropriety’ is meant to include, but is not limited to, cheating on homework, during in-class or take home examinations 12 and plagiarism.” Consequences of academic impropriety are severe, ranging from receiving an “F” in a course, to amwarning from the Dean of the Graduate School, which becomes a part of the permanent student record, to expulsion. Reference: The Graduate Student Handbook, Academic Year 2003-2004 Stevens Institute of Technology, page 10. Consistent with the above statements, all homework exercises, tests and exams that are designated as individual assignments MUST contain the following signed statement before they can be accepted for grading. ____________________________________________________________________ I pledge on my honor that I have not given or received any unauthorized assistance on this assignment/examination. I further pledge that I have not copied any material from a book, article, the Internet or any other source except where I have expressly cited the source. Signature ________________ Date: _____________
Please note that assignments in this class may be submitted to www.turnitin.com, a web-based antiplagiarism system, for an evaluation of their originality.
Course Schedule
Week 1 Title Introduction to CRM Description Overview of the course and CRM What is CRM as a business strategy? Transaction vs. Relationship Based Marketing KLM Case Study Assignment Due Reading Chapter 1 and 2
2
3 4
Strategy and Organization of CRM CRM Marketing Aspects CRM Marketing Aspects
Chapter 3 and 4 Chapter 5 and 7 Chapter 8
5
6
7 8
9
10 11
12 13
The Value of Customer Knowledge, Customized Client Solutions Understanding Relationships and the “Winning on importance of Loyalty Service in an Acquiring the right Customer Uncertain Economy” Data mining and The Importance of RBC Case Warehousing Datawarehousing. Customer Data Study/ From Integration (CDI) Datawarehouse to CRM Analytical CRM Developing marketing strategies CRM Tutorials Sales/Service/Marketing Salesforce.com and NetSuite Marketing Basics Midterm Midterm Midterm Client Cross Selling to Clients CRM Tutorials Opportunities Effects of Marketing Activities Reporting Fundamentals Forecasting Dashboard Mechanics Operational CRM Salefore.com Tutorials Support Management NetSuite Tutorials Customer Support Fundamentals CRM Systems Overview of Platforms/ Web 2.0 Case Study Implementation of CRM TBD The Future of The Future of CRM Strategy and The New Breed CRM Technology of CRM Consultant Bringing it All 360 Degree View of the Client Together Final Team Presents CRM Solution to Presentations Presentations Class
Chapter 9, 10,
Chapter 11
Chapter 12 and 13
Chapter 15
Chapter 18 and 19 Chapter 20