Customer Experience and Customer Relationship Management (A94008)
cfu: 6 (36 ore di lezioni) – 18 ore di lezioni a distanza- 18 ore di lezioni in presenza
Periodo: 2° semestre 2022-23: inzio di Marzo – 10 Maggio 2024
Settimana di lezioni in presenza (presso la LIUC) e visite aziendali: 06-10 Maggio 2024
Esame Finale: lavori di gruppo e presentazione finale
Programma
The programme has three main goals:
- Educate students not only on theory, but above all on practice in implementing Customer Relationship Management (CRM);
- Teach students how to frame a customer database and a software of CRM;
- Involve students in a real project of CRM, so that they can touch its real effectiveness.
Topics of the programme
A) Customer experience.
- Birth of the experience economy.
- From experience economy to customer experience management.
- Measurement of customer experience.
- The impact of customer experience management in business performance.
B) Design of a customer experience.
- Experience providers.
- The design of the customer journey and of the touchpoints.
- Multi-channel and omnichannel customer behavior: how technology can help.
C) Customer Relationship Management.
- From one-to-one marketing to CRM: the evolution of the approach.
- CRM software: similarities and differences between different software.
- How to frame a customer database for CRM
D) Customer database for CRM.
- Not also customers, also stakeholders in a CRM system.
- The elements that make a customer database work.
E) Marketing automation and marketing campaigns.
- Marketing automation and sales automation: definitions and evolution.
- The development of targeted campaigns to customer segments
- Analytics to measure the effectiveness of marketing campaigns.
Learning and teachings methods and expected learning/training outcomes
The course adopts a mix of teaching methods, where each method and technique is applied to maximize students’ engagement and learning. The classical lectures are useful to frame theories; they are followed by discussion of 1-2 articles on each topic and by a business case which goes from the beginning to the end of the course. Learning is further complemented by exercises that help the students to face real business problems.
