| Date | Topics and Cases | Readings and Assignments |
|
Mon. Sept. 9 |
Introduction to CRM concepts
Is the Customer Always Right? |
none |
|
Mon. Sept. 16 |
NO CLASSES | none |
|
Mon. Sept. 23 |
Focus on the Customer
SERVQUAL Videocase: Shouldice Hospital |
After the Sale is Over (skim)
A Crash Course in Customer Relationship Management Five Waves of CRM Cluetrain excerpt SERVQUAL article September 11, 2001 |
|
Mon. Sept. 30 |
Learning Relationships
Case: first direct (A) |
Do You Want to Keep Your Customers Forever?
first direct (A) |
|
Mon. Oct. 7 |
Positioning and Differentiation
Internal Customers Case: Saturn |
Avoid the Perils of CRM
Importance of Service Employees (Services Marketing excerpt) Saturn |
|
Mon. Oct. 14 |
CRM Alternatives
Case: BroadVision |
Technology Note
BroadVision |
|
Mon. Oct. 21 |
Evaluating CRM
Case: RBC Financial Group |
Get Inside the Lives of Your Customers
RBC Financial Group |
|
Mon. Oct. 28 |
Electronic Customer Relationships
Case: Alloy.com |
Smart E-Business Doesn't Dumb Down Customer Relationships
The Customer Revolution (excerpts) Alloy.com |
|
Mon. Nov. 4 |
Lifetime Value of a Customer
Simulation: Ace Bank and Cumberland Hotel |
Driving Customer Equity (excerpt)
Ace Bank and Cumberland Hotel |
|
Mon. Nov. 11 |
Customer Relationship Programs
Critical Incident Analysis Case: Moore Medical Corp. |
Preventing the Premature Death of CRM
The Service Encounter Moore Medical Corp. |
|
Mon. Nov. 18 |
Handling Customer Problems
Case: Siebel Systems |
Customer Relationship Management (Dowling)
Recovery (Services Marketing excerpt) Siebel Systems |
|
Mon. Nov. 25 |
Customer Analysis
Database Management Case: Granny's Goodies |
A Framework for CRM
Taking Customer Care Online Granny's Goodies |
|
Mon. Dec. 2 |
CRM Readiness
Case: Quest Foods Asia Pacific |
Is Your Company Ready for One-to-One?
Quest Foods |
|
Mon. Dec. 9 |
International CRM
Customer Satisfaction Case: Alpha Gearing Systems Shanghai |
Why Satisfied Customers Defect
Alpha Gearing Systems Shanghai |
|
Mon. Dec. 16 |
Term Project Presentations | Term Paper Due |
HAVE A GREAT HOLIDAY BREAK!!!
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