3.26.

Customer Relationship Management

Frequency: at least once a year

Duration: 1 Semester
ECTS-Credit Points: 5
Work in h: total workload 125
classroom teaching 36
self-study and exam preparation 89
Requirements for participation: none

Grading: graded
Admission requirements for the examination: none

Qualification objectives of the module: The students …

• know models, concepts and strategies of
CRM and understand methods for planning,
development, design, control and evaluation
of customer relations
• actively develop and support CRM processes
• know the requirements of a Customer
Relationship (CR) Measurement and
approaches to evaluate projects and to
measure the success of or within CRM
systems.
• can evaluate CR measurement instruments
and apply them in practice
• know the organisation of the CR
Measurements
• understand methods to coordinate
marketing, sales and service activities in the
CRM process
• evaluate and influence the customer journey
process
• know the methods and instruments of multi-
channel and complaint management
• understand selected instruments of
customer loyalty
• are able to apply the acquired knowledge in
a case study on CRM, present and defend the
results of their work
• assess customer centricity approaches in
companies
Courses of the module

Teaching form and title: Lecture, Customer Relationship Management

Contents: • Fundamentals of customer orientation,

customer satisfaction, customer loyalty and
customer value
• Concepts of CRM
• Organisational institutionalisation of CRM
(project to organisational structure)
• Systems in CRM
• Further developments in CRM (Business
Relationship Management and Customer
Experience Management)
• Basic requirements for a customer
relationship measurement
• Methods and instruments for measuring the
success of CRM systems
• Organisation of customer relationship
controlling
• Further development of customer
relationship measurement
• Harmonisation of marketing, sales and
service activities in the relationship process
• Instruments and challenges in Multi Channel
Management
• Possibilities and implementation alternatives
of complaint management
• Instruments for customer retention
(customer clubs, value added services) and
recovery
• Customer Journey and Customer Centricity
• eCRM
• practical cases: CRM