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CRM
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Dr. P. VOLLE & Mr D. FREGONAS and D. ULJASZ, CRM at ACCENTURE
Langage :English ECTS : 1.5 Nb Hours : 15h
Customer Relationship Management
Objective
This course illustrates the stakes of marketing transformation, customer relationship management and sales transformation with a customer centric decision process.
Evaluation
Case study (100%). written report (power point) to send 48h in advance from the last session.
Content
This course will be divided in 5 three-hour sessions over 5 weeks, with a one-week break in the middle for the students to work in team on a case study. Each session, one key-theme of CRM will be studied through a mix of theoretical presentations and practical Accenture case studies.
| From relational marketing to customer management : A change of perspective |
From a technical view centered on marketing tools (including loyalty programs) to a strategic and organizational approach centered on customer management
Themes - 1) introduction to the main ideas and concepts of customer management ; 2) examples of good practices ; 3) short presentation of a CRM application
| 1 – Course 1 “Customer experience and loyalty” |
For more than 10 years, product marketing is not the only rule anymore. It has been completed by a customer centric approach, which is sometimes even more important from a strategic point of view.
Nowadays client’s “life time” and “value” are the key words of marketing teams and leadership. They are even described in some companies’ annual reports. Their improvement requires a better understanding of the key-steps in a client lifecycle (“Moments of truth”) and the implementation of relationship programs that meet the customers’ expectations.
Some of the themes we will study are :
Customer experience
Loyalty program
Why implementing a loyalty program and how to do it ?
The main program categories
Illustration in the retail industry
…
This first session will also be the occasion to introduce all the themes we will study during the next sessions.
| 2 – Course 2 “Customer knowledge” |
How analytics supports CRM in all its dimensions (Marketing / Sales / Service) through statistical methods (scoring, segmenting, forecasting…).
Snapshot of the available techniques and their implementation through case studies by industry.
Marketing :
— Addressable market and market segmentation
— Customer value segmentation (&RFM)
— First anti-churn analysis
— Segmentation on the use of the loyalty program
— …
Sales :
— Routes to market : how to optimize the route to customers ?
— Dimensioning sales forces
— Network implementation (existing or planned) (B2C)
— …
Service :
— Busyness and productivity of ressources
— Repetition of multi-channel contact
— 1st customer service segmentation
— …
The last hour of this session will be dedicated to :
presenting the context of the case study and the attached documents
indicating the required format and the expectations regarding the students’ work
defining the teams
| 3 – “Break” |
No CRM course session. Students are expected to go through the documents handed to them for the case study and to prepare their possible questions (to be addressed during Course 3).
| 4 – Course 3 “e-Marketing and multi-channel CRM” |
The Internet and more widely all customer contact channels have now become the spearhead of CRM approach. Companies are investing in this area and solutions appear and evolve almost every day.
E-Marketing principles
Social networks
Web analytics (AB testing, Mouse tracking, multivariate analysis, segmented approach…)
…
Multi-channel view of the customer
Which strategy ? Which differences among industries ?
How new distribution channels should be integrated in a customer comprehensive approach
…
If students have questions about the case study, they will be addressed at the end of this session.
| 5– Course 4 “Case study (presentations)” |
Students will give their proposition for the case study back (a 20-minute presentation by team).
The Accenture mission implemented in this context will then be presented and each group will have a feedback about its work.
NB : Only PowerPoint format will be accepted. Presentations are to be emailed at least 48 hours before the beginning of the session.
(Master Marketing Paris Dauphine- 2011)