Customer Relationship Management & Introduction to marketing

Objectifs

​​Provide a rigorous definition and thorough understanding of the key underlying concepts of CRM, for instance: relationships, satisfaction, loyalty, and commitment. Students will be able to distinguish CRM from Direct Marketing, a method with which it is often confused.​

​​Understand how services and relationships cross-fertilize each other. Relationships materialize in a different manner between products and services. In the case of services, a major issue is the service relationship that exists even in a single transaction. This observation puts the focus on the quality the customer experience, the different channels of interaction and the role of contact staff, considered as a part-time marketer. Whatever the nature of the core offering – product or service – developing a relationship requires developing services.​

​​Present different methods and tools key to implementing a relationship marketing strategy. For instance the development of individual customer knowledge enabling one to assess Customer Lifetime Value (CLV), customer relationship lifecycle and other Relationship Marketing Instruments (RMI) such as loyalty programs.​

Plan

Provided by teachers

Prérequis

None