Formation/Cours

This course provides students with an introduction to Customer Value Management concepts and applications to a real-world marketing cases. Students will learn the theory through lectures and exercises in-class. They will apply the theory in select cases and a final group project. This course starts with a general introduction to basic Customer Relationship Management concepts (qualitative and quantitative), and through-out the course, students will learn how to develop and apply a customer management strategy (i.e., customer experience, customer value, voice of the customer, etc.) to real-world situations.

This course addresses the following issues:

1. What is the relationship between Customer Relationship Management (CRM) and Customer Experience (CE)?


2. What are the various components of CE?


3. How is CE managed in practice?


4. Why is strategic Customer Relationship Management a key function in modern day customer-facing businesses?


5. What are the key elements of a CRM strategy.


6. Understand the critical measurements and analysis methods of CRM, CE, Customer Lifetime Value (CLV), and the Voice of Customer (VOC).


7. Develop a CRM and customer experience solution.