Customer Relationship Management
(CRM)
Dr A. Albadvi
We are on the threshold of a shift
from a transaction-based economy
to a relationship-based economy.
Peter Keen
Introduction
Customer Relationship Management (CRM) is about customer care and business strategy and
the use of IT to achieve the objective of profitability through enhanced customer relations.
The challenge over the next few years will be for Marketers, Business Unit executives to
work closely with IT Professionals within the Company in order to understand the emerging
CRM/eCRM methods and to see how it can be used to increase the profitability of the
business. To remain competitive in today’s global economy, there is an urgent need to
strengthen customer relations for ways to extend market reach, improve quality and customer
service so as to increase profitability. This course is specially tailored to this need; it provides
knowledge about CRM and its main concepts, the technologies and the strategies for
implementing customer relationship activities.
Aims & Objectives
Upon completion of this course, students should be able to:









Understand the main concepts related to CRM/eCRM.
Recognize the important CRM/eCRM initiatives.
Apply CRM/eCRM concepts for enhancing marketing and customer service.
Comprehend the best approaches for redesigning business processes for CRM/eCRM.
Recognize the main CRM/eCRM solutions and their vendors.
Be aware of the main information technologies enabling CRM/eCRM.
Assure a successful implementation of CRM/eCRM.
Appreciate the future trends of CRM/eCRM
Experience the research trend in CRM
Learning Methods
Delivery Format:
The course will be offered as a combination of three learning formats: presentations by the
seminar leaders, case discussions of private and public sectors success and problem cases,
and applications, demonstrations, and team exercise. All the concepts will be illustrated
by real examples.
Case Studies:
Several case studies from the private and public sectors will be chosen to illustrate important
lessons of the overall CRM/eCRM subject area.
Detailed Outline
Session#1
•Introduction (Importance of CRM)
•What is CRM? Our definition of CRM
•and What it is Not?
•Key Benefits of CRM
•CRM Channels
•CRM market size
•CRM related terms
Session#2
•CRM Technologies
•CRM solution structure
•Operational CRM
–Sales Force Automation (SFA)
–Customer Service & Support (CSS)
–Enterprise Marketing Automation (EMA)
•Analytical CRM
–Tools & examples
•Collaborative CRM
Session#3
•CRM Solution Categories
•CRM Solution Leaders & CRM Vendors
•CRM Structures
•CRM Solution Functionalities
•CRM Solution for Medium to Large Enterprise
•CRM Solution for Small to Medium-size Enterprise•
Session#4
•Enabling technologies for CRM:
–Decision Support Systems (DSS)
–Executive Information Systems (EIS)
–Data Mining
–Online Analytical Processing (OLAP)
–Intelligent Agents
Session#5
•BPR for CRM
•Principles & Tactics
–Streamline
–Restructure & Reconfigure them
–Informate them
–Mind them
Session#6
•CRM Implementation
•CRM Critical Success Factors
•Steps to Success
•Finding the Best CRM Solution
•Change Management for CRM
•CRM failures
•Errors leading to failure in change in the CRM context
•Successful change and the force that drives it
•Managing the Change of CRM
Session#7
•The Future of CRM
•On-line Business
• e-CRM
• m-CRM
•Internet age & Customer-centric strategy
•One-to-one Marketing
•Unbundling the firms & CRM
Session#8
•Doing Research on CRM
•Research Areas
–Technological issues
–CRM Human issues
-Impact of CRM
•Useful Research
Assessment Scheme
The assessment scheme for this course will be based on the following items :
Contribution in class discussions 10%
Assignments 20%
Case analysis and presentation: 20%
Term project/Paper 25%
Final exam 25%
Course reading list
El Sawy, O. (2001) Redesigning Enterprise Processes for e-Business. McGraw-Hill:
New York.
Frawley, A. (2000) Evolving to eCRM - How to Optimize Interactive Relationships
Between You and Your Customers. Xchange, Inc.
Gray, P., and Byun, Jongbok (2001) Customer Relationship Management. Center for
Research on Information Technology and Organizations.
Greenberg, P. (2001) CRM at the Speed of Light: Capturing and Keeping Customers
in Internet Real Time. McGraw-Hill: Berkeley
Solomon, M., Ackerman, M., and Kock, L. (2000) Achieving Customer Relationship
Excellence in Financial Services. Michael Solomon and Roccade Finance.
Swift, R. S. (2001) Accelerating Customer Relationships: Using CRM and Relationship
Technologies. Prentice Hall: New Jersey.
Tiwana, A. (2001) The Essential Guide to Knowledge Management. Prentice Hall:
New Jersey.
Avaya http://www.avaya.com/
Avantgo Website. http://www.avantgo.com/•Siebel Website. http://www.siebel.com/
Siebel Website. http://www.siebel.com/
The ABCs of CRM, CIO, http://www.cio.com/research/crm/edit/crmabc.html
The Truth about CRM, CIO, http://www.cio.com/archive/050101/truth.html
The Customer Relationship Management Primer,
http://www.crmguru.com/members/primer/index.html
The CRM Solution Guide,
http://www.crmguru.com/members/papers/solutions_guide.pdf
CRM meets eCRM: Vendor Review, A Friedlein,
http://www.e-consultancy.com/forum/default.asp?v=495
The Dos and Don’ts of CRM, T.Bruyns,
http://www.crm-forum.com/library/csc/csc-007/
A step-by-step guide to successful CRM, J. Frazer-Robinson,
http://www.crm-forum.com/library/art/art-088/brandframe.html