Strategic and Analytical Customer Relationship Management (TECH-917-0)
This course counts toward the following majors: Marketing, Marketing Management, Technology Industry Management.
In the rapidly changing business environment, with global competition and maturing markets, competitive advantage is extremely important. Furthermore, in most industries product differentiation is no longer a decisive edge over competition. Thus, there is fierce competition to find, grow and keep loyal and profitable customers, as that is the only way to grow business and profitability. Transforming a product-centric organization into a customer-centric one to achieve the above objectives is a critical step. This course presents vision, strategy, operations, technology and organizational tools for building a customer-focused organization based on customer profitability and relationship management. The course provides a synergistic perspective on strategy, organizational transformation, and technology-enabled relationship management and process changes that are integral to achieving the objectives of relationship management. Through lectures and case studies, this highly interactive class provides insights into customer life-cycle management, customer lifetime value and measuring customer profitability. This framework will be used to describe how executives can make decisions for marketing strategies and operations using the power of analytical CRM (data mining) and how to optimize marketing programs to maximize customer value. The program, using real business cases and hands-on experience, presents state-of-the-art techniques for acquiring new customers, enhancing value of existing customers, retaining profitable customers and churn management, and for maximizing customer profitability both for consumer marketing as well as business marking. Organizational transformation aspects including business synchronization, incentive structures, cultural changes and privacy management strategies are discussed, and steps and strategies involved in a successful deployment of operational and analytical infrastructure along with a landscape of key business intelligence technologies are presented.
There are no sections matching your search criteria. Please search again with different criteria or contact the Kellogg School registrar for more information.