Customer Relationship Management
predmet
Cilji predmeta
Customer Relationship Management (CRM) is a contemporary business practice designed to put an enterprise into closer touch with its customers in order to learn more about them on an individual level and, on this basis, deliver greater value to each of them. It includes a set of approaches to understand the principles of acquisition, retention and growth of the value of consumer base, and influence customer behaviour via establishing meaningful communication with each customer. If implemented properly, CRM may become an invaluable source of sustainable competitive advantage, creating higher value for the customers, as well higher profits for the firm. Hence, CRM is much more than software or technology solution that helps track data and information about customers to enable better customer service. It is a business philosophy that has to permeate the entire organisation in order to produce results.
In this course the students will understand customer-cantered marketing approaches. They will get acquainted with methods and technics related to different types of CRM (strategic, operational and analytical) which, together with information technology, enable generating marketing intelligence and lead to effective and efficient management of relationship with customers.
Vsebina predmeta
Evolution of relationship with customers
Consumer journey and omnichannel management
CRM Metrics
Customer value
Differentiation between customers
IT support to CRM
Methodology for CRM implementation
Business process modelling for CRM
Methods and tools for analytical CRM
Nosilci predmeta
