CRM : CUSTOMER RELATIONSHIP MANAGEMENT
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
B2B Marketing notions and foundation of Marketing is ideal to follow this course. Understanding os Sales is also ideal. The course is not about IT Tools implementation, but students are required to know at least the basics of Marketing and sales automation tools.
At the end of the course, the student should be able to understand the strategic and the basic aspects of CRM. More specifically:
– The link between CRM and Loyalty
– Segmented and personlized services and understand how to set up CRM activities to target different goals
– Understand how Customers journeys influence the relationship and efforts a company must make
– Understand the sales side of CRM and how to bridge the marketing side
– Look at technology as enabler and be more knowledgea about how digital impact the ability to identify, target, manage and drive customer loyalty
– Understand the business impact of being customer centric and customer focused.
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
5.D. Make effectual organizational decisions
6.A Thoroughly examine a complex business situation
*Definition and Customer expectations
*Strategic point of view ; evolution and reason why crm is so important for customer driven business
• CRM the Big Picture and what it means the theory of CRM and dismistify the CRM Tools
• The must know CRM concepts – Lifetime value, loyalty, retention, experience, NPS, influencer – Exercices to learn well the concepts
• Customer management Strategy
• Case studies to understand running programs in B2C and B2B environments.
• Selling in a B2B world and usage of CRM with data integration
• Transversal impact of CRM in organizations
