Customer Relationship Management (3cr)

Evaluation scale

1-5

Objective

The student recognizes the role of customer relationship management. The student knows how customer knowledge can be acquired and used in strategic decision making. The student is able to classify different kind of customers on the basis of customer information. The student recognizes measurement techniques related to customer knowledge and knows how different reports on customer information can be used in marketing.

Content

- Characteristics of relationship marketing
- Phases of customer relationships and customer relationship development
- Collection and utilization of customer data

Materials

•Hellman, K. & Värilä, S. 2009. Arvokas asiakas. Asiakaspääoman, asiakaskannattavuuden ja asiakasriskien johtaminen. Hämeenlinna: Talentum.
•Keskinen, T. & Lipiäinen, J. 2013. Asiakkaan matkassa : tuotekeskeisyydestä symbioosistrategiaan. Helsinki : Talentum. Myös e-kirjana.
•Korkiakoski, K & Gerdt, B. 2016. Ylivoimainen asiakaskokemus: työkalupakki. Helsinki: Talentum.
•Löytänä, J. & Kortesuo, K. 2011. Palvelubisneksestä kokemusbisnekseen. Helsinki: Talentum. Myös e-kirjana.
•Selin, E. & Selin, J. 2013. Kaikki on kiinni asiakkaasta : avaimia asiakastyöskentelyn hallintaan. Turku : SelinSelin®.
Articles:
• Dagger, T. & David, M. 2012. Uncovering the real effect of switching costs on the satisfaction-loyalty association. The critical role on involvement and relationship benefits. European Journal of Marketing, Vol. 46 (3/4), 447-468.
• Nguyen, B. & Mutum, D. 2012. A review of customer relationship management: successes, advances, pitfalls and futures. Business Process Management Journal , Vol. 18 (3), 400-419.
• Sanchez, R. & Sanchez, R. 2005. Analysis of customer portfolio and relationship management models: bridging managerial dimensions. Journal of Business & Industrial Marketing 20/6 (2005), 307-316.
• Srisamran, P. & Ractham, V. 2014. Customer-Centric Knowledge Creation for Customer Relationship Management. The Journal of Applied Business Research, Vol. 30 (2), 397-408.

Teaching methods

Virtual course: independent work and group work, active participation in virtual work
Written exercise: book summary and written exercise, virtual assignments

Completion alternatives

none

Student workload

Literature review 30 h
Case and report 30 h
Web-based learning 20 h

Assessment criteria, satisfactory (1)

Satisfactory (2-1): The student has done the work and participated as instructed. The student can describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.

Assessment criteria, good (3)

Good (4-3): The student has done the work well and participated actively. The student can to a good standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.

Assessment criteria, excellent (5)

Excellent (5): The student has done the work to an excellent standard and participated actively and constructively. The student can to an excellent standard describe the characteristics of customer relationship marketing. The student can evaluate the potential and role of relationship marketing in maintaining and developing customer relations. The student can apply reasonable criteria in classifying customer relationships.

Qualifications

No prerequisites