Course Title-Customer Relationship Management (CRM)

Topic-Development of the project scope:

1. Based on internet data, present a short description of a specific class of enterprises (production, trade, including e-commerce, service) and an aggregated description of the commercial and marketing activities of a selected enterprise belonging to this class.

2. Describe and justify the selection of the client's strategy (segmentation individualization) and CRM strategy (product-based sales, customer service and support management, customer-based marketing, personalized CRM) in the selected company.

3. Present the criteria for assessing customer value that should be used in the enterprise in question (LTV, RMF, ABC according to Pareto, other classifications). Should you isolate (and how) key customers?

4. Present a method of measuring customer retention, potential causes of customer loss (desertion) and ways to improve customer retention in the enterprise.

5. Present the LTV measurement method in the enterprise in question. List potential ways to increase LTV. Present customer management strategies depending on past and forecast LTV.

6. Apply the classification of Gummesson relations (30R) to present the types of relations that should be developed in the enterprise in question (in the table with the list of relations, mark the relations that should be developed and provide examples of marketing programs serving this development)

7. Develop the assumptions / preliminary project of managing the company's key clients.

8. Present the assumptions / preliminary design of the customer and intermediary service system (elements: pre-trade, transactional and post-trade).

9. Develop the assumptions / preliminary draft of the standards of logistic and marketing services in the company.

10. Select the type of loyalty program (POLP / PRMLY / PARP) and develop assumptions / preliminary design of this program.

11. Develop assumptions for customer service integration taking into account multi-channel communication or distribution (on line and off line).

12. Present the assumptions of the IT system supporting CRM. The assumptions should include requirements for the operational, interactive and analytical CRM subsystem and cooperation with other subsystems of the customer data platform. Use descriptions of exemplary functionalities (SALES manager or others) of Martech applications (marketing technology is all kinds of applications supporting sales, marketing processes and management).

13. Present the assumptions / preliminary design of the CRM controlling system (standards, measures, KPI).