| Instructor |
Mr. Sampson Lee
( sampson@globalcem.org ) |
| Teaching assistant |
Ms. Tse Wai Yin, Alice |
| Syllabus |
After studying this module, students will be able to
1. Understand CRM concepts
2. Understand CRM business strategies
3. Understand typical business applications for CRM
4. Understand the process to implement CRM projects
|
| Objectives |
To enable students to understand, design,
and deliver effective customer relationship management strategies and
initiatives. The content of the lectures are composed of time-tested
theories, real life case studies and business applications. Please note that
this course is not a technical or software-oriented program, it’s all about
management and business strategies in the commercial world. |
| Learning outcomes |
Students who accomplish all course requirements will be able to:
- Understand customer segmentation and the critical needs
of the target customers;
- Apply relevant tools and models in designing the
required customer experience for the business;
- Prioritize resources subject to company’s business
objectives;
- Create an effective and branded customer experience.
|
| Prior knowledge
expected |
There is no pre-requisite for the module.
However, students who have commercial working experience will find the
module highly relevant and beneficial to their professional career
development. For those who do not have working experience, you should have
immense interest in learning customer relationship management in a real
business world. |
| Topics covered |
| Session |
Topics
|
| 1 |
Introduction to Customer Relationship Management
- Customer Management Framework
- What is CRM and Why 70% CRM Implementation Failed
- Customer Loyalty
- Customer Satisfaction
|
| 2 |
Customer Value
- Customer Segmentation
- Customer Lifetime Value (CLV)
- Customer Profitability
- Customer Value Metrics
|
| 3 |
Customer Insight
- How We Remember -- X-MOT (Moments-Of-Truth @ Experience
- How We Choose -- X-Effectiveness (Experience Effectiveness)
- How We Compare -- X-Anchoring (Experience Anchoring)
- How We Feel -- X-VOC (Voice-of-Customer @ Experience)
|
| 4 |
Customer Experience Management (CEM)
- CEM Process Map & Emotion Curve
- Introduction to Customer Experience Management (CEM)
- Branded and De-Branded Customer Experience
- Branded CEM Optimization
|
| 5 |
Customer Strategy
- Strategy Basics
- Define Target Customers and Target Brand Values
- Branded Pleasures and Good Pains
- Formulate Effective Customer Strategy
|
| 6 |
Operational & Analytical CRM
- Sales Force Automation (SFA) / Contact Center / Enterprise
Marketing Automation (EMA)
- Data Mining and Business Intelligence
- Requirements Mapping and Vendor Selection
- Evaluate the ROI on CRM System
|
| 7 |
Guest Speakers' Presentations
- Presentations by Senior Executives from Vendor / Enterprise
- Q&A with Senior Executives from Vendor / Enterprise
|
| 8 |
Touch-Point Management
- Characteristics of Different Touch-Points
- Synergize Multiple Touch-Points
- Optimize Single Touch-Point
- Touch-Point Design by Objectives
|
| 9 |
Best Practices & Implementation
- Global Methodologies
- Critical Success Factors (CSFs)
- Best Practices
- Implementation Roadmap
|
| 10 |
Group Class Presentations
- Group Presentations on Different Customer Management Topics
|
|
| Teaching format |
Ten 3-hour interactive lectures. This is a discussion-oriented module. It
is thus important that you come to each class prepared as all students
are expected to participate actively during class discussions. Therefore
all lectures will not be recorded. |
| Assessment |
- In-course assessment (100%)
- 50% on Individual Mini-Project
- 35% on Group Class Discussion (15-min
presentation per group)
- 15% on Individual Online Participation
|
| Course materials |
TBA |
| Enrolment |
No add or drop after 16 January 2015 (23:59) |
| Class quota |
Class size will be maintained at 40. |