Alexandre Figueiredo

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Customer
Relationship
Management
Class 1

1

Agenda for today
1. Course presentation
1. Team
2. Goals
3. Structure
4. Evaluation
5. Team project
2. Customer Relationship Management
1. Origins
2. Learning Relationships
3. Diagnosing a company on CRM

2

Course presentation

3

Elizabete Cardoso
Office Hours: Tuesdays, 9.30am-11.30am, Office 2217 (Palacete campus) ecardoso@novasbe.pt

Filipa Gregório
Office Hours: TBA (consult moodle or email Filipa directly)
filipa.gregorio@novasbe.pt

4

In this course you will:
• Work with a real client – MyGon
• Learn how to manage customer relationships
• Learn how CRM creates value for customers and
shareholders

• TIP: join MyGon and competitors to allow for a deep
dive in the market (MyGon is available in English). Put
yourself in the customers shoes.

5

Different kinds of classes:
• Theoretical / background classes
• Practical classes
• Team sessions

6

Different kinds of classes:
• Theoretical / background classes: such as the one of
today, for laying the foundations of CRM and sharing
experience from the corporate side.

7

Different kinds of classes:
• Practical classes are optional and conducted by Filipa
Gregório in room 203, at the same time as the regular
classes

8

Different kinds of classes:
• Team sessions: 30’ sessions with each individual group • 15’ group presentation by students + 15’ feedback about the work by Elizabete and Filipa

• Presentation slides must be uploaded on the corresponding moodle assignment prior to the team session

9

Evaluation:
• Group Project: 65%
- Final Report grade: 25%
- Peer Evaluation: 15%

- Team Sessions quality: 20%
- Individual evaluation: 5%
• Final Exam: 35% (Min. 8, 5 to pass)

10

Groups:
• Groups should be 5/6 people
• Enroll your group (one entry only!) at
https://pt.surveymonkey.com/s/crmfall2014

• Choose at least 3 options so we can allocate all groups

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Customer Relationship
Management

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What is CRM?

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What is CRM?
Customer relationship management is
an enterprise-wide approach to understanding and influencing customer behavior through meaningful analysis and communications to improve customer acquisition, customer retention, and customer profitability.

Ok... And we do that because?...

14

What is CRM?
Because we don’t want this to happen…
https://www.youtube.com/watch?v=5YGc4zOqozo

15

Plus...
…it doesn’t hurt that marketers and managers become more technologists. In fact:

Given the bigger impact of technology,
today’s marketers and managers need
to be as much strategists as creative
directors; as much technology leaders
as teachers.

Source: Harvard Business Review, July 2014 – The rise of
the Chief Marketing Technologist

16

And how did we get here?
Introduction
From the Industrial Age to the Information Age,
the customer-enterprise relationship has
changed
Industrial Age businesses structured around:
• Competitive advantage from product
innovation
• Assembly-line technology: mass
production and mass distribution
• Mass media and branding
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Introduction
Information (Interactive) Age businesses structured
around:
• Customer information as competitive
advantage
• Interactive technologies
• Two-way brands or branded relationship

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Pillars of CRM
If customers are key to competitive advantage…
…then the main task of the enterprise becomes growing the
value of the customer base.

To grow the value of the customer base, the enterprise must get, keep, and grow customers.
This kind of customer relationship
management is an enterprise-wide strategy, not merely the not just an implementation of the right technology
or a quick add-on to a Marketing department.

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Pillars of CRM
The role of technology:
Although many believe CRM is a synonym for software, customer strategy involves analytical as well as operational processes....
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