Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
University of Virginia
School of Continuing and Professional Studies
Northern Virginia Center
Course Number, Title & Credits:
PSMT 6030: Customer Relationship Management (3 graduate credits)
Instructor:
Page Duffy, Adjunct Professor
Jpd3r@virginia.edu
757-552-1890 ext. 310
Web: www.jpdassoc.com
The instructor will make every effort to respond to all email and phone messages within
24 hours of receipt.
Course Delivery:
This is course is delivered entirely online in a Web-based format, and can be accessed
by going to its UVa Collab portal at: https://collab.itc.virginia.edu/portal . Classes will
meet online weekly from 7:00 to about 8:30pm EDT starting May 21st and ending July
23rd in a virtual classroom provided by Blackboard Collaborate, a webinar platform,
which is also accessed via UVa Collab. These live sessions are all recorded so that, if
work causes a student’s absence, the recorded version can be viewed in Blackboard
Collaborate during the week following the class.
Course Description:
This course is an in-depth study in Customer Relationship Management (CRM)
philosophies, technologies and strategies.
We will first examine the fundamental principles that established customer relationship
management as a marketing philosophy and then the role of technology in supporting
customer relationship management strategies.
We will review various business approaches for managing all aspects of the customer
lifecycle across the Internet and off-line channels. Customer identification,
differentiation, interaction and customization techniques will be reviewed. Sales Force
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
Automation (SFA), Customer Interaction Centers (CIC), customer self-service, and
customer segmentation will be examined.
We will use the case study method to review what firms do to integrate their major
business functions to better serve the customer. Other topics for discussions include
data integration and decisions support systems.
Course Objectives/Outcomes:
In this course, we will look closely at customer relationships in mid-size to large
organizations and examine how an enterprise manages information relevant to its
number one revenue generator, the customer. We will identify different types of
customer knowledge and how to build a formal process for creating and managing
it. We will then focus our attention on Customer Relationship Management and its
processes that attempt to capitalize on company-wide customer knowledge. We will use
Sales Force Automation (SFA) and Contact Centers as examples of what organizations
do to in sales and service to manage their relationship with their customers and the
opportunities that presents for eMarketers.
On completion of the course, the student will:





Understand where eMarketing fits within the CRM spectrum.
Know where customer knowledge resides within a company and how to access
it.
Be aware of the issues involved in implementing CRM strategies.
Be familiar with the CRM vendor landscape
Understand the functionality of Sales Force Automation (SFA) and Customer
Interaction Center (CIC) software tools.
Course Methodology:
As noted, classes will meet, accessed via the UVa Collab portal, in the Blackboard
Collaborate virtual classroom each Thursday at 7:15pm Eastern Time (after the first
class). You can enter the classroom by clicking on the Blackboard Collaborate LTI
tool link on the side menu, then click on the Class Number's link and finally click on the
Launch Session button.
After you are in, check your audio connection by clicking the Tools toolbar, then select
Audio, and then the Audio Setup Wizard. In later classes, you will be making
presentations in Blackboard Collaborate so it is important that you obtain a mic for
your computer and test it, as well, with the Audio Setup Wizard.
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
However, each session will be recorded, so you can catch up if you can't be in
attendance for one of our live sessions. To access a recorded version, merely select
Recorded Sessions from the upper left drop down and click on the class you missed.
When you first enter UVa Collab, click on the Syllabus button to familiarize yourself
with what is in store for you as we progress in building your expertise in customer
relationship management.
Then click on the Schedule and then the Class Number button and see what is
planned for that class session. The first class will mainly be an introduction to the
course and an explanation of how we will be working together each week. The material
to be covered and any assignments for the next class will be available on UVa Collab
one week prior to each class.
Preparation and Student Expectations:
Students should expect to spend the same number hours for an online course that they
would for a face-to-face classroom in terms of course preparation, online postings, and
completion of assignments. Class interactions will require about 2 - 4 hours per week.
Courses readings and homework will require additional time.
Course Policy:
Class attendance is mandatory. This is an online class. If unforeseeable
circumstances arise that result in a student’s inability to log on for a period of time, he or
she is expected to discuss the situation in advance with the instructor, and to make up
any assignments. Failure to do so will result in a decrease of at least one letter grade.
Online participation is mandatory. In our small class of working professionals, ideas
offered by your fellow students are a rich learning resource for all of us. The Discussion
Forums in UVa Collab will allow us to take advantage of this added learning
opportunity. The instructor will initiate some threads and the students will initiate
others. Expect to engage in these discussions each week. These forums and online
discussions make up a large part of course contact hours and interactions, as well as
your Participation grade.
Your postings to the threaded discussions should be:




Substantive – adequately qualifying your position
Professional – respectful and appropriate
Pertinent
Clearly expressed
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
Students are expected to read all assigned readings. The instructor will provide
additional materials to be downloaded throughout the semester. There will be short
written or research assignments required as part of the preparation for most
classes. Students should be prepared to devote several hours per week to conduct
research in support of these assignments Students are expected to complete all
homework assignment in a timely manner. If deadlines cannot be met because of
scheduling conflicts, please discuss the circumstances in advance with the
instructor. Failure to meet deadlines will result in a reduced grade. No Incompletes are
allowed in this class.
Students are expected to log on to UVa Collab one week prior to each scheduled class
to receive their assignments and any other instructions regarding participation in online
discussion forums the following week. All homework assignments will be submitted and
graded via UVa Collab, as well.
You should come to every class prepared to discuss the articles and cases assigned
and their relevance to your current organization (or you as a consumer).
The instructor will post Announcements from time to time informing students of
important dates, assignments and course requirements. Check announcements for
directions each week and during the week. The announcements are viewable when you
first enter the class in UVa Collab
Evaluation and Grading Criteria:
Students’ grades will be determined by class participation, course assignments and
projects assigned. The final grade is a weighted average of the evaluations of course
components as follows:
Percentage of Grade for each of the following assignments:
3 Three-minute Drills
Case Analyses and other Written Assignments
Final Project
Attendance and Quality of Participation
Total:
Grading Scale
A
A-
95-100
90-94
15%
50%
25%
10%
100%
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
B+
B
BC+
C
CF
86-89
82-85
79-81
75-78
71-74
68-70
67 and below
Course Textbook:
There is no textbook assigned for this course. Instead, we will use business cases and
articles. A class packet of cases and assigned readings can be ordered through the
UVA SCPS Bookstore via phone at (800) 759-4667. Ask for Fred Twombley.
We will also use a selection of Internet-published articles that will be assigned for
reading with links and URLs available in the UVa Collab page for that Class in the
Schedule in the class site.
Please follow the Syllabus and the current Class’s Introduction in the Schedule for the
assigned reading for each session. The Class in the Schedule will be the most up to
date.
Class Packet of Cases and Assigned Readings:
1.
IIF and QuaTeams Creating a Custom CRM,Nicole R.D. Haggerty & Jordan Mitchell,
HBS Case 904E30,October 12, 2004
2. A Crash Course in Customer Relationship Management, Harvard Management Update,
Article Reprint NO. U0003B
3.
A Framework for Customer Relationship Management, Russell S. Winer, California
Management Review, Reprint Series CRM209
4.
Avoid the Perils of CRM, Darrell K. Regby, HBR, product number 8946
5.
CRM Done Right, Darrell K. Regby, HBR OnPoint Article, Product Number 8355
6.
Canyon Ranch, Linda M. Applegate & Gabriele Piccoli, HBS Case, 9-805-027, Rev:
September 20, 2005.
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
7.
Customer Relationship Management: In B2C Markets – Often less is more, Grahame
Dowling, California Management Review, reprint series CRM229
8.
What’s the Cure for Customer Fatigue?, Kirsten D. Sandberg, Management Update,
HBSP, article reprint NO. U0207C
9.
Customer Profitability and Customer Relationship Management at RBC Financial
Group, V. G. Narayanan, HBS Case, 9-102-072, May 30, 2007.
10. Right Now Technologies, William A. Sahlman, HBS Case 9-805-032, Rev May 18,
2010.
11. Oracle vs. salesforce.com, David B. Yoffe, HBS Case 9-705-440, Rev September 21,
2006
12. Don’t Take Calls, Make Contact, Lior Arussy, HBR, Reprint F0201
13. The New Science of Sales Force Productivity, Dianne Ledingham, HBR Reprint
R0609H
14. Selling the Sales Force on Automation, Mark Coteleer, HBR Reprint F0607B
15. Implementing Sales Force Automation at Quantum Technology, James Lattin; Dana Nunn
Publication Date: Nov 5, 2008, Stanford Graduate School of Business Product #: M311-PDFENG
16. Stop Trying to Delight Your Customers, Matthew Dixon; Karen Freeman; Nicholas Toman,
Publication Date: Jul 1, 2010, Product #: R1007L-PDF-ENG
Helpful Web Sites for General CRM Reading:
http://www.crmguru.com/
http://www.crmcommunity.com/
http://www.intelligentcrm.com/
http://www.destinationCRM.com
http://www.crmassist.com/
http://www.cio.com/forums/knowledge/
http://www.1to1.com/
http://www.personalization.org
http://www.personalization.com
http://www.emarketer.com/
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
SCHEDULE AND ASSIGNMENTS:
1
May 21
Introduce yourself, your job and work environment
Go over Course Highlights
2
May 28
Customer
Knowledge
- Types of
customer
knowledge
- Valuable
customer data
- Customer
Data Quality
- Customer
centric
organizations
- Capitalizing
on customer
knowledge
- Managing
knowledge as a
process
- Utilizing
customer
knowledge
3
June 4
Customer
Relationship
Management:
the Basics
- CRM is not
just a software
- ERP and
CRM
Read:
Managing Customer Knowledge by Tom Davenport, CIO Magazine,
online at:
(http://www.cio.com/article/108404/_Managing_Customer_Knowledge)
Read (Online Handout):
CRM, Data warehousing and eCommerce - Background,
Opportunities and Challenges by TechRepublic, Inc.
Due Today: Read/Analyze/Write (Class Packet):
IIF and QuaTeams Creating a Custom CRM,Nicole R.D. Haggerty &
Jordan Mitchell, HBS Case 904E30,October 12, 2004
(Questions will be assigned prior to due date)
Read (Class Packet):
A Crash Course in Customer Relationship Management, Harvard
Management Update, Article Reprint NO. U0003B
A Framework for Customer Relationship Management, Russell S.
Winer, California Management Review, Reprint Series CRM209
Creating a CRM Business Case, Naras Eechambadi, Quaero LLC.
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
- Sales Contact Due Today: The First 3-Minute Drill
Management
versus CRM
- Customer
Service and
CRM
- Marketing and
CRM
4
Implementing
Read (Class Packet):
June 11 CRM
Avoid the Perils of CRM, Darrell K. Rigby, HBR, product number 8946
- A sad history
CRM Done Right, Darrell K. Rigby, HBR OnPoint Article, Product
- What can go
Number 8355
wrong
- How to do it
right
Due Today: Read/Analyze/Write (Class Packet):
Canyon Ranch, Linda M. Applegate & Gabriele Piccoli, HBS Case, 9805-027, Rev: September 20, 2005.
(Questions will be assigned prior to due date)
5
CRM
June 18 Methodology
- Privacy
issues
- Customer
insight
techniques
- An example.
6
CRM Vendor
June 25 Review
- SaaS vs. On
Read (Class Packet):
Customer Relationship Management: In B2C Markets – Often Less Is
More, Grahame Dowling, California Management Review Reprint
Series CRM229
What’s the Cure for Customer Fatigue?, Kirsten D. Sandberg,
Management Update, HBSP, article reprint NO. U0207C
Due Today: Read/Analyze/Write (Class Packet):
Customer Profitability and Customer Relationship Management at
RBC Financial Group, V. G. Narayanan, HBS Case 9-102-072, May
30, 2007.
(Questions will be assigned prior to due date)
Read (Class Packet):
Right Now Technologies, William A. Sahlman, HBS Case 9-805-032,
Rev May 18, 2010.
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
Premises CRM
Software
- Enterprise
level CRM
vendors
- SMB CRM
vendors
- How they are
rated
7
July 2
Sales Force
Automation
- The purpose
- How does it
work?
- Data
synchronization
T
- Barriers to
Success
Read: Datamonitor Vendor Evaluation
Due Today: Read/Analyze/Write (Class Packet):
Oracle vs. salesforce.com, David B. Yoffe, HBS Case 9-705-440, Rev
September 21, 2006
(Questions will be assigned prior to due date)
Read (Class Packet):
The New Science of Sales Force Productivity, Dianne Ledingham,
HBR Reprint R0609H
Selling the Sales Force on Automation, Mark Coteleer, HBR Reprint
F0607B
Implementing Sales Force Automation at Quantum Technology,
James Lattin; Dana Nunn, Stanford Graduate School of Business
Product #: M311-PDF-ENG
Take the Salesforce.com Sales Cloud Demo
Go to the www.salesforce.com web site and in the Demo Library take
the Sales Cloud Demo. Be prepared to discuss it in class.
8
July 9
CRM Call and
Contact
Centers
- Call center
automation
technologies
- Customer
Interaction
Centers
- Functionality
and
measurements
Due Today: The Second 3-Minute Drill
Read (Class Packet):
Don’t Take Calls, Make Contact, Lior Arussy, HBR Reprint
Stop Trying to Delight Your Customers, Matthew Dixon; Karen
Freeman; Nicholas Toman, Publication Date: Jul 1, 2010, Product #:
R1007L-PDF-ENG.
Take the KANA Enterprise Agent Experience Demo
Go to the www.kana.com web site and take the Enterprise Agent
Experience Demo. Be prepared to discuss it in class.
View Two eGain Videos
Go to the www.egain.com web site. Scroll through Resources - Library
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
to Videos. View both the eGain Agent Console and the eGain
Cobrowse videos. Be prepared to discuss it in class.
Due Today:The Third 3-Minute Drill
9
July 16
Marketing
Automation –
The Third Leg
of the CRM
Stool
- Marketing
Automation’s
role in a
customer
focused
organization
Read (Online Handout):
Maximize Your Marketing Automation Investment – Zephyr 47 Article
Marketing Automation Vendor Selection - Marketing Sherpa Case
Study
Final Project Teams will be put into Break Out Rooms in Blackboard
Collaborate to work together on their presentations
Maximizing a
Marketing
Automation
investment
- Practice
acting as
moderator for
final
presentations
10
July 23
Submit and Present Final Project Presentations
Presentation
of Group
Projects
Presentations
will be made
via Blackboard
Collaborate
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
Assignment Descriptions:
Assignments will be posted one week prior to their being due in the Assignments
section of the class site. (Unless otherwise required, submit assignments in Word
document format.)
The Three-minute Drills
Each student in the class will be assigned a topic to research (three times) during the
course. You will deliver a 3-minute presentation to educate the class (assuming your
audience has no knowledge of your subject material). Topics, which are CRM-related,
will be assigned randomly and will not be covered as course material. You will email
your slides to the instructor no later than one day prior to the assigned class and deliver
your presentations via Blackboard Collaborate A Q/A period will follow each
presentation and will not be counted toward the 3 minute time limit for your
presentation.
Note: You must have an operable mic on your pc to complete this assignment. On class
day, remember to test your mike with the Audio Set-up Wizard accessed from the
toolbar at the top of the Blackboard Collaborate dashboard. Select tools and then Audio
Tools from the drop down choices.
The subjects of the three Three-minute Drills are:
1. Common CRM-related Acronyms
2. Sales Force and Customer Service Automation
3. CRM Vendor Landscape
Case Preparation and Write-ups
The case method is a well-established practice at an advanced level of learning. The
method is useful especially for material that is subjective, ambiguous, and not easily
measured. In these areas, there are few answers that are all wrong or all right, although
some are better than others.
The study of cases allows you to do your own analysis and draw your own conclusion.
The value that you will get from this is directly related to the effort that you put into it:
both in your analysis and in the discussion that will take place in class. There are rules
for preparing a case and here are some suggestions:
1. Skim through the case and become acquainted with the general outline.
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
2. Go through the case more carefully noting the details that seem most important.
3. Identify the key issues as if you were going to summarize the case for someone else.
4. Develop a point of view about the case (agree/disagree) and organize the facts that
support your conclusion or recommendations.
You will be provided a list of questions prior to each case assignment that will help you
focus your thoughts and guide your analysis.
The write-up that you submit should be at least 3 pages in length. While you should not
restate the facts of the case, you can summarize the key points as you present your
conclusions. Be sure to address the questions provided by the instructor and reference
specific points that support your answers.
Final Projects
One of the objectives of this Online Graduate Certificate Program, and this class, is for
you to develop practical skills in the use of cutting edge eMarketing technologies and be
able to apply them to solve real problems in your job environment that will be of benefit
to both your organization and your career prospects. The Final Project is designed to
help you do just that.
You will be asked to describe a Project that you believe could address a problem
related to CRM in your company. A number of your submissions will be selected for
development into project proposals, and then project teams will be assigned to work
with the leaders of the projects that have been selected. Your team assignments will be
to develop power point proposal presentations advocating your solution that are suitable
for subsequent presentation to company management.
Project Proposal Template:
Use the following template to prepare your project proposal. Ensure that you address all
of the following requirements. This document is NOT final; you can make changes as
you contemplate the project in the coming weeks.
Requirements
Project Statement and
Objective
Problem(s) to solve
Articulate and define your objectives; briefly describe
what you will accomplish if your project is selected
Describe the system in your own words. List some of the
issues your company will resolve using the CRM system,
if it is in place. If the system is being recommended then,
list the specific business problem(s) that it will
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
Solution/Technology
The Customer
Research
Obstacles
Metrics
resolve. Try to restrict the problems to your immediate
function (job) in order to easily gather the research
material. If you feel that you can identify a problem
related to other departments, then go for it, just ensure
that you will get the full cooperation of those functions in
your organization
List your initial thoughts regarding the solution(s). Is it
software, hardware, process improvement or all
combined? What is the technology used by your
company or what should they use?
In some situations, this section might need to be
completed later, unless you have all the details
Give some ideas of the type of customer your solution(s)
will target. State why and how the customer might be
affected by your solution
At a high level, list those areas that you feel your
research will cover: marketing technologies, hardware,
process improvement, etc.
List your thoughts regarding problems/issues that you
may encounter as you research your solution and how
you are going to resolve them
How are you going to measure the success of your
solution(s)
As you think about your project, here are general requirements that you should focus
on:
1) Formulate a solution based on your understanding of the problem at hand. The solution
can be software-based, additional hardware, restructuring of business processes,
training or anything that we cover in this course
2) From your research, work experience, other classes or training seminars, if the solution
is software or hardware-based, what will it be? Address the benefits to the
company. While we are not interested in software or hardware functionality in this
course, feel free to briefly list the features to make your case to senior management
3) Discuss steps to roll-out the solution (think in terms of a project plan)
4) Who should sponsor the project and why?
5) How will you “market” the new solution to the organization?
6) How will you measure customer satisfaction? What metrics should be used?
7) Assess the risks associated with introducing the new solution or those issues that
emerged if you implemented a solution
8) What is the cost estimate for implementing your solution? Estimate!!
Note: Group presentations will be made during the last Class in Blackboard Collaborate.
Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
Special Needs:
If you are a student with special needs you should let the instructor know within the first
week of class. Written documentation will be required. You should also visit the
following website to review your rights and responsibilities as a student
(http://www.virginia.edu/vpsa/rights.html) and the following website for the Learning
Needs and Evaluation Center (http://www.virginia.edu/studenthealth/lnec/).
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Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
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Syllabus - PSMT 6030: Customer Relationship Management
Summer 2015
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