Syllabus - PSMT 6030: Customer Relationship Management

Syllabus - PSMT 6030: Customer Relationship Management

Summer 2015

University of Virginia

School of Continuing and Professional Studies

Northern Virginia Center

Course Number, Title & Credits:

PSMT 6030: Customer Relationship Management (3 graduate credits)

Instructor:

Page Duffy, Adjunct Professor

757-552-1890 ext. 310

Web:

The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

Course Delivery:

This is course is delivered entirely online in a Web-based format, and can be accessed by going to its UVaCollab portal at: . Classes will meet online weekly from 7:00 to about8:30pm EDT starting May 21st and ending July 23rd in a virtual classroom provided by Blackboard Collaborate,a webinar platform, which is also accessed via UVaCollab.These live sessions are all recorded so that, if work causes a student’s absence, the recorded version can be viewed in Blackboard Collaborateduring the week following the class.

Course Description:

This course is an in-depth study in Customer Relationship Management (CRM) philosophies, technologies and strategies.

We will first examine the fundamental principles that established customer relationship management as a marketing philosophy and then the role of technology in supporting customer relationship management strategies.

We will review various business approaches for managing all aspects of the customer lifecycle across the Internet and off-line channels. Customer identification, differentiation, interaction and customization techniques will be reviewed. Sales Force Automation (SFA), Customer Interaction Centers (CIC), customer self-service, and customer segmentation will be examined.

We will use the case study method to review what firms do to integrate their major business functions to better serve the customer.Other topics for discussions include data integration and decisions support systems.

Course Objectives/Outcomes:

In this course, we will look closely at customer relationships in mid-size to large organizations and examine how an enterprise manages information relevant to its number one revenue generator, the customer.We will identify different types of customer knowledge and how to build a formal process for creating and managing it.We will then focus our attention on Customer Relationship Management and its processes that attempt to capitalize on company-wide customer knowledge.We will use Sales Force Automation (SFA) and Contact Centers as examples of what organizations do to in sales and service to manage their relationship with their customers and the opportunities that presents for eMarketers.

On completion of the course, the student will:

Understand where eMarketing fits within the CRM spectrum.
Know where customer knowledge resides within a company and how to access it.
Be aware of the issues involved in implementing CRM strategies.
Be familiar with the CRM vendor landscape
Understand the functionality of Sales Force Automation (SFA) and Customer Interaction Center (CIC) software tools.

Course Methodology:

As noted, classes will meet, accessed via the UVaCollab portal, in the Blackboard Collaborate virtual classroom each Thursday at 7:15pm Eastern Time(after the first class). You can enter the classroom by clicking on the Blackboard Collaborate LTI toollink on the side menu, then click on the Class Number's link and finally click on the Launch Session button.

After you are in, check your audio connection by clicking the Tools toolbar, then select Audio, and then the Audio Setup Wizard.In later classes, you will be making presentations in Blackboard Collaborate so it is important that you obtain a mic for your computer and test it, as well, with the Audio Setup Wizard.

However, each session will be recorded, so you can catch up if you can't be in attendance for one of our live sessions.To access a recorded version, merely select Recorded Sessions from the upper left drop down and click on the class you missed.

When you first enter UVaCollab, click on the Syllabus button to familiarize yourself with what is in store for you as we progress in building your expertise in customer relationship management.

Then click on theSchedule and then theClass Number button and see what is planned for that class session.The first class will mainly be an introduction to the course and an explanation of how we will be working together each week.The material to be covered and any assignments for the next class will be available on UVaCollab one week prior to each class.

Preparation and Student Expectations:

Students should expect to spend the same number hours for an online course that they would for a face-to-face classroom in terms of course preparation, online postings, and completion of assignments.Class interactions will require about 2 - 4 hours per week. Courses readings and homework will require additional time.

Course Policy:

Class attendance is mandatory. This is an online class. If unforeseeable circumstances arise that result in a student’s inability to log on for a period of time, he or she is expected to discuss the situation in advance with the instructor, and to make up any assignments.Failure to do so will result in a decrease of at least one letter grade.

Online participation is mandatory.In our small class of working professionals, ideas offered by your fellow students are a rich learning resource for all of us.The Discussion Forums in UVaCollab will allow us to take advantage of this added learning opportunity. The instructor will initiate some threads and the students will initiate others. Expect to engage in these discussions each week.These forums and online discussions make up a large part of course contact hours and interactions, as well as your Participation grade.

Your postings to the threaded discussions should be:

Substantive – adequately qualifying your position
Professional – respectful and appropriate
Pertinent
Clearly expressed

Students are expected to read all assigned readings. The instructor will provide additional materials to be downloaded throughout the semester. There will be short written or research assignments required as part of the preparation for most classes.Students should be prepared to devote several hours per week to conduct research in support of these assignments Students are expected to complete all homework assignment in a timely manner. If deadlines cannot be met because of scheduling conflicts, please discuss the circumstances in advance with the instructor.Failure to meet deadlines will result in a reduced grade.No Incompletes are allowed in this class.

Students are expected to log on to UVaCollab one week prior to each scheduled class to receive their assignments and any other instructions regarding participation in online discussion forums the following week.All homework assignments will be submitted and graded via UVaCollab, as well.

You should come to every class prepared to discuss the articles and cases assigned and their relevance to your current organization (or you as a consumer).

The instructor will post Announcements from time to time informing students of important dates, assignments and course requirements.Check announcements for directions each week and during the week.The announcements are viewable when you first enter the class in UVaCollab

Evaluation and Grading Criteria:

Students’ grades will be determined by class participation, course assignments and projects assigned. The final grade is a weighted average of the evaluations of course components as follows:

Percentage of Grade for each of the following assignments:

3 Three-minute Drills / 15%
Case Analyses and other Written Assignments / 50%
Final Project / 25%
Attendance and Quality of Participation / 10%
Total: / 100%

Grading Scale

A / 95-100
A- / 90-94
B+ / 86-89
B / 82-85
B- / 79-81
C+ / 75-78
C / 71-74
C- / 68-70
F / 67 and below

Course Textbook:

There is no textbook assigned for this course.Instead, we will use business cases and articles.A class packet of cases and assigned readings can be ordered through the UVA SCPS Bookstore via phone at (800) 759-4667.Ask for Fred Twombley.

We will also use a selection of Internet-published articles that will be assigned for reading with links and URLs available in the UVaCollab page for that Class in the Schedule in the class site.

Please follow the Syllabus and the current Class’s Introduction in the Schedule for the assigned reading for each session. The Class in the Schedule will be the most up to date.

Class Packet of Cases and Assigned Readings:

1.IIF and QuaTeams Creating a Custom CRM,Nicole R.D. Haggerty & Jordan Mitchell, HBS Case 904E30,October 12, 2004

2. A Crash Course in Customer Relationship Management, Harvard Management Update, Article Reprint NO.U0003B

3.A Framework for Customer Relationship Management, Russell S. Winer, California Management Review, Reprint Series CRM209

4.Avoid the Perils of CRM, Darrell K. Regby, HBR, product number 8946

5.CRM Done Right, Darrell K. Regby, HBR OnPoint Article, Product Number 8355

6.Canyon Ranch, Linda M. Applegate & Gabriele Piccoli, HBS Case, 9-805-027, Rev: September 20, 2005.

7.Customer Relationship Management: In B2C Markets – Often less is more, Grahame Dowling, California Management Review, reprint series CRM229

8.What’s the Cure for Customer Fatigue?, Kirsten D. Sandberg, Management Update, HBSP, article reprint NO.U0207C

9.Customer Profitability and Customer Relationship Management at RBC Financial Group, V. G. Narayanan, HBS Case, 9-102-072, May 30, 2007.

10.Right Now Technologies, William A. Sahlman, HBS Case 9-805-032, Rev May 18, 2010.

11.Oracle vs. salesforce.com, David B. Yoffe, HBS Case 9-705-440, Rev September 21, 2006

12.Don’t Take Calls, Make Contact,LiorArussy, HBR, Reprint F0201

13. The New Science of Sales Force Productivity, Dianne Ledingham, HBR Reprint R0609H

14. Selling the Sales Force on Automation, Mark Coteleer, HBR Reprint F0607B

15. Implementing Sales Force Automation at Quantum Technology, James Lattin; Dana Nunn Publication Date: Nov 5, 2008, Stanford Graduate School of Business Product #: M311-PDF-ENG

16. Stop Trying to Delight Your Customers, Matthew Dixon; Karen Freeman; Nicholas Toman, Publication Date: Jul 1, 2010, Product #: R1007L-PDF-ENG

Helpful Web Sites for General CRM Reading:

SCHEDULE AND ASSIGNMENTS:

1
May 21 / Introduce yourself, your job and work environment
Go over Course Highlights
2
May 28 / Customer Knowledge
- Types of customer knowledge
- Valuable customer data
- Customer Data Quality
- Customer centric organizations
- Capitalizing on customer knowledge
- Managing knowledge as a process
- Utilizing customer knowledge / Read:
Managing Customer Knowledge by Tom Davenport, CIO Magazine, online at: (
Read (Online Handout):
CRM, Data warehousing and eCommerce - Background, Opportunities and Challenges by TechRepublic, Inc.
Due Today: Read/Analyze/Write (Class Packet):
IIF and QuaTeams Creating a Custom CRM,Nicole R.D. Haggerty & Jordan Mitchell, HBS Case 904E30,October 12, 2004
(Questions will be assigned prior to due date)
3
June 4 / Customer Relationship Management: the Basics
- CRM is not just a software
- ERP and CRM
- Sales Contact Management versus CRM
- Customer Service and CRM
- Marketing and CRM / Read (Class Packet):
A Crash Course in Customer Relationship Management, Harvard Management Update, Article Reprint NO.U0003B
A Framework for Customer Relationship Management, Russell S. Winer, California Management Review, Reprint Series CRM209
Creating a CRM Business Case, NarasEechambadi, Quaero LLC.
Due Today: The First 3-Minute Drill
4
June 11 / Implementing CRM
- A sad history
- What can go wrong
- How to do it right / Read (Class Packet):
Avoid the Perils of CRM, Darrell K. Rigby, HBR, product number 8946
CRM Done Right, Darrell K. Rigby, HBR OnPoint Article, Product Number 8355
Due Today: Read/Analyze/Write (Class Packet):
Canyon Ranch, Linda M. Applegate & Gabriele Piccoli, HBS Case, 9-805-027, Rev: September 20, 2005.
(Questions will be assigned prior to due date)
5
June 18 / CRM Methodology
-Privacy issues
- Customer insight techniques
- An example. / Read (Class Packet):
Customer Relationship Management: In B2C Markets – Often Less Is More, Grahame Dowling, California Management Review Reprint Series CRM229
What’s the Cure for Customer Fatigue?, Kirsten D. Sandberg, Management Update, HBSP, article reprint NO.U0207C
Due Today: Read/Analyze/Write (Class Packet):
Customer Profitability and Customer Relationship Management at RBC Financial Group, V. G. Narayanan, HBS Case 9-102-072, May 30, 2007.
(Questions will be assigned prior to due date)
6
June 25 / CRM Vendor Review
- SaaS vs. On Premises CRM Software
- Enterprise level CRM vendors
- SMB CRM vendors
- How they are rated / Read (Class Packet):
Right Now Technologies, William A. Sahlman, HBS Case 9-805-032, Rev May 18, 2010.
Read:Datamonitor Vendor Evaluation
Due Today: Read/Analyze/Write (Class Packet):
Oracle vs. salesforce.com, David B. Yoffe, HBS Case 9-705-440, Rev September 21, 2006
(Questions will be assigned prior to due date)
7
July 2 / Sales Force Automation
- The purpose
- How does it work?
- Data synchronization
- Barriers to Success / Read (Class Packet):
The New Science of Sales Force Productivity, Dianne Ledingham, HBR Reprint R0609H
Selling the Sales Force on Automation, Mark Coteleer, HBR Reprint F0607B
T Implementing Sales Force Automation at Quantum Technology, James Lattin; Dana Nunn, Stanford Graduate School of Business Product #: M311-PDF-ENG
Take the Salesforce.com Sales Cloud Demo
Go to the web site and in the Demo Library take the Sales Cloud Demo. Be prepared to discuss it in class.
Due Today: The Second 3-Minute Drill
8
July 9 / CRM Call and Contact Centers
- Call center automation technologies
- Customer Interaction Centers
- Functionality and measurements / Read (Class Packet):
Don’t Take Calls, Make Contact,LiorArussy, HBR Reprint
Stop Trying to Delight Your Customers, Matthew Dixon; Karen Freeman; Nicholas Toman, Publication Date: Jul 1, 2010, Product #: R1007L-PDF-ENG.
Take the KANA Enterprise Agent Experience Demo
Go to the web site and take the Enterprise Agent Experience Demo. Be prepared to discuss it in class.
View Two eGain Videos
Go to the web site. Scroll through Resources - Library to Videos. View both the eGain Agent Console and the eGainCobrowsevideos. Be prepared to discuss it in class.
Due Today:The Third 3-Minute Drill
9
July 16 / Marketing Automation – The Third Leg of the CRM Stool
- Marketing Automation’s role in a customer focused organization
Maximizing a Marketing Automation investment
- Practice acting as moderator for final presentations / Read (Online Handout):
Maximize Your Marketing Automation Investment – Zephyr 47 Article
Marketing Automation Vendor Selection - Marketing Sherpa Case Study
Final Project Teams will be put into Break Out Rooms in Blackboard Collaborate to work together on their presentations
10
July 23 / Presentation of Group Projects
Presentations will be made via Blackboard Collaborate / Submit and Present Final Project Presentations

Assignment Descriptions:

Assignments will be posted one week prior to their being due in the Assignments section of the class site.(Unless otherwise required, submit assignments in Word document format.)

The Three-minute Drills

Each student in the class will be assigned a topic to research (three times) during the course.You will deliver a 3-minute presentation to educate the class (assuming your audience has no knowledge of your subject material).Topics, which are CRM-related, will be assigned randomly and will not be covered as course material. You will email your slides to the instructor no later than one day prior to the assigned class and deliver your presentations via Blackboard CollaborateA Q/A period will follow each presentation and will not be counted toward the 3 minute time limit for your presentation.

Note: You must have an operable mic on your pc to complete this assignment.On class day, remember to test your mike with the Audio Set-up Wizard accessed from the toolbar at the top of the Blackboard Collaboratedashboard.Select tools and then Audio Tools from the drop down choices.

The subjects of the three Three-minute Drills are:

Common CRM-related Acronyms
Sales Force and Customer Service Automation
CRM Vendor Landscape

Case Preparation and Write-ups

The case method is a well-established practice at an advanced level of learning.The method is useful especially for material that is subjective, ambiguous, and not easily measured. In these areas, there are few answers that are all wrong or all right, although some are better than others.

The study of cases allows you to do your own analysis and draw your own conclusion. The value that you will get from this is directly related to the effort that you put into it: both in your analysis and in the discussion that will take place in class. There are rules for preparing a case and here are some suggestions:

1.Skim through the case and become acquainted with the general outline.

2.Go through the case more carefully noting the details that seem most important.

3.Identify the key issues as if you were going to summarize the case for someone else.

4.Develop a point of view about the case (agree/disagree) and organize the facts that support your conclusion or recommendations.

You will be provided a list of questions prior to each case assignment that will help you focus your thoughts and guide your analysis.

The write-up that you submit should be at least 3 pages in length.While you should not restate the facts of the case, you can summarize the key points as you present your conclusions.Be sure to address the questions provided by the instructor and reference specific points that support your answers.

Final Projects

One of the objectives of this Online Graduate Certificate Program, and this class, is for you to develop practical skills in the use of cutting edge eMarketing technologies and be able to apply them to solve real problems in your job environment that will be of benefit to both your organization and your career prospects.The Final Project is designed to help you do just that.

You will be asked to describe a Project that you believe could address a problem related to CRM in your company. A number of your submissions will be selected for development into project proposals, and thenproject teams will be assigned to work with the leaders of the projects that have been selected.Your team assignments will be to develop power point proposal presentations advocating your solution that are suitable for subsequent presentation to company management.