La Trobe Business School Department of Management and Marketing College of Arts, Social Sciences and Commerce CUSTOMER RELATIONSHIP MANAGEMENT /MKT5CRM Subject Learning Guide Semester 2 2016 Bundoora Subject Coordinator: Dr .Stephen Singaraju Instance Coordinator: Dr. Stephen Singaraju ENQ U IRIES Dr. Stephen Singaraju College of Arts, Social Sciences and Commerce La Trobe University Melbourne Victoria. E s.singaraju@ latrobe.edu.auLa Trob e U niversity 2 Table of Contents SUBJECT DE TAILS 3 GENERA L DETAILS 3 ENRO LM ENT REQ UIREM EN TS 3 STAFF CO N TACTS 3 SUBJECT DESCRIPTION 3 SUBJECT IN T ENDED LEARN ING OUTCOM ES (SILOS) 3 FACULTY GRADUA TE CAPABILITIES 4 LEA RN ING ACTIVITY SUM M A RY 4 ASSESSMENT AND FEEDBACK SUMMARY 4 LEA RN ING RESOURCES AND READ ING S 4 STUDEN T FEEDBACK ON SUBJECT SURVEY 5 ACADEM IC INTEGRITY 6 SESSION PLAN 6 LEARNING A CTIVITY D E TAILS 8 ASSESSMENT AND FEEDBACK DETAILS 8 D E TAILED G RADING C RITERIA A SSESSM EN T TASK 1 A SSESSM EN T TASK 2 9 PLEASE REFER TO LM S FOR D ETA ILED A SSESSM ENT CRITERIA 11 LEA RN ING RESOURCES 12 ACADEM IC LANGUAGE AND LEARNING UNIT (ALLU) 12 LEARNING MANAGEMENT SY S TEM (LMS) 12 LIB RARY 12 STUDENT SUPPO RT SERVICES 13 POLICIES, PROCEDURES AND GUIDELINES 13 ACADEM IC INTEG RITY 13 SPEC IAL CONSIDERATION 13 EXTENSIO NS, LATE SUBM ISSIO NS AND PENALTIES 13La Trob e U niversity 3 Subject Details GENERAL DETAILS Subject Code: MKT5CRM Subject Title: CUSTOM ER RELA TIONSHIP MA NAGEM EN T Teaching Period: Semester 1, 2016 Location(s): Bundoora Credit Points: 15 Mode: 12 (3 hour) seminar sessions Level: 5 ENRO LM ENT REQU IREM ENTS Prerequisites: MKT5M M A or BUA5MKG or MKT5IM M Co-requisites: N/A Incompatibles: N/A Assumed Skills & Knowledge: Principles of Marketing Special Study Requirements: N/A STAFF CO NTAC TS Subject Coordinator: Dr Stephen Singaraju Email: [email protected] Location: MAR 373 Instance Coordinator: Dr Stephen Singaraju Email: [email protected] Location: MAR 373 SUBJEC T DESCRIPTION Students should enroll in this subject w ith the understanding that CRM is a constantly evolving business discipline that impacts on the general management of people, processes and technology. The subject is designed to develop a student's ability to understand and integrate the possibilities that recent advances in e-business provide in order to develop marketing strategies that can benefit customers and improve financial returns. It explores the nature of CRM and establishes its relevance to marketing in the 21st century. The different components of CRM strategies are examined before surveying the relevant CRM tools used by contemporary businesses. Presented from both practitioner and researcher perspectives, this subject also addresses the implementation of CRM strategies. SUBJEC T INTENDED LEARNING O U TCOM ES (SILOS) Upon successful completion of this subject, you should be able to: 1 Exhibit a comprehensive understanding of CRM concepts in industry 2 Ascertain organisational objectives that assist in the sustainable development of CRM initiatives 3 Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and system s associated with the organisation 4 Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice.La Trob e U niversity 4 FACU LTY G RADUATE CAPABILITIES The follow ing Faculty Graduate Capabilities (FGC s) are evaluated in this subject: FGC FGC Point a Writing 5 b Speaking 5 c Enquiry / Research 5 d Critical thinking /analysis 5 e Creative problem solving/ synthesis 5 f Team w ork 5 g Information Literacy 5 h Ethical awareness 5 LEARNING AC TIVITY SU M M ARY Learning Activity: Schedule Seminar Sessions W eeks 1-12 Guest Speaker/s TBC Critical Review of Key CRM Issues W eeks 4-10 Company Report - Integrated CRM Strategy (CRM Audit) Weeks 11 Review Question D iscussions W eeks 1-12 Further information is available at http://www.latrobe.edu.au/timetable/ A SSESSM ENT AND FEEDBACK SUMMARY Assessment Tasks: Due Date % Comments Assessment Task 1 – Critical Review of Key CRM Issues Sessions 4-10 20 Group Presentation Assessment Task 2 – Company Report : Integrated CRM Strategy First 15 minutes of Lecture – W eek 11 40 Individual Report Assessment Task 3 – In-Class Test Week 12 40 In Class Test LEARNING R ESO U R C ES AND READINGS Reading Type Title Text book cover Author, Year, Publisher Prescribed Text Customer Relationship Management - Concepts and Technologies, 3rd Edition. ISBN: 978-1-13-878983-8 Buttle, F & Maklan, S 2015 RoutledgeLa Trob e U niversity 5 Recommended Text Principles of Customer Relationship Management Cengage Learning, ISBN- 10: (0- 324-32238-0) ISBN-13: (978- 0- 324-32238-5) Baran, RJ, Galka, RJ & Strunk, DP 2008 Cengage Journal Article Understanding customer relationship management (CRM): People, process and technology Chen, IJ & Popovich, K Business Process Management Journal, 2003, Vol.9(5), pp.672-688 Journal Article A framework for customer relationship management W iner, RS California Management Review, 2001 Sum, Vol.43(4), pp.89-+ [Peer Reviewed Journal] White Paper Gaining the single customer view in a multichannel w orld www.redant.com https://www.redant.com/_assets/files/RASingle-Customer-View(2).pdf Journal Article Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships Ryals, L Journal of Marketing, Vol. 69, No. 4 (Oct., 2005), pp. 252-261 Journal Article Customers as Assets Gupta, S & Lehmann, DR Journal of Interactive Marketing, 2003, Vol.17(1), pp.9-24 [Peer Reviewed Journal] Journal Article Putting the Service-Profit Chain to Work Heskett, Jl, Jones, TO, Loveman, GW, Sasser, WE & Schlesinger, LA Harvard Business Review, 1994 Mar-Apr, Vol.72(2), pp.164-174 [Peer Reviewed Journal] Journal Article Rethinking Marketing Rust, RT, Moorman, C & Bhalla, G Harvard Business Review, 2010 Jan-Feb, Vol.88(1-2), pp.94-101 [Peer Reviewed Journal] Journal Article Avoid the Four Perils of CRM Rigby, DK, Reichheld FF & Schefter, P Harvard Business Review, 2002 Feb, Vol.80(2), pp.101-+ [Peer Reviewed Journal] Journal Article Why CRM Fails — and How to Fix It Maklan, S, Knox, S & Peppard, J Mit Sloan Management Review, 2011 Sum, Vol.52(4), pp.77-85 [Peer Reviewed Journal] Journal Article Competing on Analytics Davenport, TH Harvard Business Review, 2006 Jan, Vol.84(1), pp.98-+ [Peer Reviewed Journal] STUDENT FEEDBACK ON SUBJEC T SURVEY The Student Feedback on Subjects (SFS) Survey is part of the quality assurance process that occurs across the university. In this survey you are invited to tell us about your learning experiences in this subject. Your views w ill be taken seriously and will assist us to enhance this subject for the next group of students. The surveys are anonymous and will be distributed prior to the end of the teaching period.La Trob e U niversity 6 ACADEM IC INTEG RITY Academic integrity means being honest in academic w ork and taking responsibility for learning the conventions of scholarship. La Trobe University views this seriously as evidenced by the following extract: Academic honesty is a fundamental principle in teaching, learning, research and scholarship. The University requires its academ ic staff and students to observe the highest ethical standards in all aspects of academ ic work and it demonstrates its comm itment to these values by awarding due credit for honestly conducted scholarly work, and by penalising academ ic m isconduct and all forms of cheating. Academic Integrity Procedures (2010, p. 1 of 6) Academic misconduct includes poor referencing, plagiarism, copying and cheating. You should familiarise yourself with your responsibilities in relation to Academic Integrity and if you have any questions, direct them to your Course Coordinator. Information can be found on the w ebsite at: http://www.latrobe.edu.au/learning/integrity.html Schedule of Learning Activities Session Plan Session Date & Lecturer Topic Readings Activity Contribution to SILO(s) Activity Contribution to FGC(s) Session 1 Introduction to CRM : Ch 1 of Exhibit a comprehensive Enquiry / H istory and Development Prescribed understanding of CRM Research of CRM Text Introduction to concepts in industry. Critical thinking /analysis Administration Tasks: CRM - Explanation of learning outcomes - Assignments briefing - Assignment of journal articles / topics Session 2 Understanding Ch 2 of Ascertain organisational Enquiry / Relationships Prescribed objectives that assist in the Research Text sustainable development of Critical thinking Administration Tasks: Understanding CRM initiatives. /analysis - Group formation for Relationships Understand the need to Assignment 1 customise CRM initiatives to reflect the business processes, culture, assets and systems associated with the organisation. Session 3 Customer Acquisition Ch 3 of Formulate recommendations Enquiry / Prescribed Text for the improvement of the Research Managing the CRM strategy of an Critical thinking Customer organisation of their choice. /analysis L ifecycle: Customer Acquisition Session 4 Customer Retention Ch 4 of Formulate recommendations Enquiry / Prescribed Text for the improvement of the Research Managing the CRM strategy of an Critical thinking Customer organisation of their choice. /analysis L ifecycle: Customer Retention and Development Session 5 Customer Portfolio Ch 5 of Formulate recommendations Enquiry / Management Prescribed Text for the improvement of the ResearchLa Trob e U niversity 7 Customer Portfolio Management CRM strategy of an organisation of their choice. Critical thinking /analysis Session 6 Customer Experience Value Ch 6 of Prescribed Text How to Deliver Customer Experience Value Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated w ith the organisation. Enquiry / Research Critical thinking /analysis Session 7 CRM Modules: Sales Force Automation Ch 8 of Prescribed Text Sales force automation Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated w ith the organisation. Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Enquiry / Research Critical thinking /analysis Session 8 CRM Modules: Marketing Automation CRM Modules: Service Automation Ch 9 of Prescribed Text Marketing Automation Ch 10 of Prescribed Text Service Automation Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated w ith the organisation. Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Enquiry / Research Critical thinking /analysis Session 9 Information Technology for CRM Ch 11 & 12 of Prescribed Text Using CustomerRelated Data and Databases Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated w ith the organisation. Enquiry / Research Critical thinking /analysis Session 10 Planning to Succeed Ch 13 of Prescribed Text Planning to Succeed Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated w ith the organisation. Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Enquiry / Research Critical thinking /analysis Session 11 Implementing CRM and Revision Ch 14 of Implementing CRM Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Enquiry / Research Critical thinking /analysis Session 12 Review / In-Class Test N/A Ascertain organisational objectives that assist in the sustainable development of CRM initiatives. Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems Enquiry / Research Critical thinking /analysisLa Trob e U niversity 8 associated w ith the organisation. Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Learning Activity Details Times and rooms are subject to change. To view the full time and location details for learning activities in this subject, please ensure you seek further information available at http://www.latrobe.edu.au/timetable/ You should also regularly check [at least once per w eek] the subject's LMS site (where applicable) for updated information. Assessment and Feedback Details Assessment Task 1 Subject Code M K T5CRM Subject Title: CUSTOM ER RELATIONSHIP MANAG EM ENT Teaching period Semester 2, 2015 Location(s): Bundoora Due date Session 4 - 10 Submission Method: Submitted via Turnitin T itle of assessment Assessment 1, C ritical Review of Key CRM Issues T ime: 20-m inute presentation. 5 minute questions from the floor Worth 20% Referencing: Harvard Style Referencing G roup assessment This is a group assessment in the form of a presentation Assessment Criteria: Please refer to LM S for Rubric Assessment Task 1 SILO(s) Assessed FGC(s) Assessed Due Date % Cr itical Review of Key CRM Issues. This is a group assessment in the form of a group presentation. The presentations begin in session 4 and continues till session 10. Please refer to the "Session Plan" for further details on presentation sessions. Exhibit a comprehensive understanding of CRM concepts in industry. Writing Speaking Critical thinking /analysis Team work Submission Details A D igital copy must be s u b m i t t e d v i a T u r n i t i n by the due date. G rading C riteria and Feedback Grading Criteria/Rubric format is provided on LM S. Description of TaskLa Trob e U niversity 9 This is a group assessment in the form of a presentation. Groups w ill be formed during the second session. Your group is required to conduct a review of the academic literature on customer relationship management (CRM). Each group w ill be given a topic to critically discuss. The objective of the review is to provide a comprehensive analysis and discussion of selected readings as mentioned in "Schedule of Learning Activities" provided above. The presentation should be structured to include the: --- motivation for the top ic, --- the key concepts that define the reading, --- key findings derived from the review of the reading, --- and the w ay in w h ich the top ic re lates to the particu lar aspects of C RM . The presentation dates w ill be decided on the second day of class. On the assigned date, your group w ill present the analysis of the allocated article to the class using PowerPoint slides and any other audio/visuals aids you w ish to use to complement the PowerPoint slides. You are encouraged to provide notes to each slide. The notes provided should not exceed 1000 w ords. The group needs also to provide the lecturer a copy of their slides via email prior to the presentation. The presentation w ill be for a duration of 20 minutes with 5 minutes allocated for questions from the floor and students can use 10-20 power point slides. The assessed presentations w ill be returned to students w ithin two (2) w eeks upon the completion of the presentation. The presentation w ill contribute 20% of the total marks for the semester. Assessment Task 2 Subject Code M K T5CRM Subject Title: CUSTOM ER RELATIONSHIP MANAG EM ENT Teaching period Semester 2, 2016 Location(s): Bundoora Due date Session 11 by 5 pm Submission Method: Digital copy via Turnitin T itle of assessment Assessment 2 Words: 2500 words (+/- 10%) Integrated CRM Strategy Plan: NAB Worth 40% Referencing: Harvard Style Referencing G roup assessment This is an individual Assessment Criteria: Please refer to LMS for assessment Rubric Assessment Task 2 SILO(s) Assessed FGC(s) Assessed Due Date % C ompany Report – Integrated CRM Strategy Plan (2500 Words) Company: Toyota Australia Due Date: Session 11 Worth 40% of semester mark Ascertain organisational objectives that assist in the sustainable development of CRM initiatives Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated with the organisation Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Enquiry / Research Critical thinking /analysis Creative problem solving/ synthesis Team work Submission Details A digital copy is to be submitted to Turnitin by the due date.La Trob e U niversity 10 G rading C riteria and Feedback Please refer to LMS for Grading Criteria/Rubric. Description of Task This is an individual assignment. Students m ust research Toyota Australia. Students are strictly forbidden to contact either the organisation or any of its employees for the purpose of this assignment, whether formally or informally. Furthermore, no student should be employed by the organisation selected in a management role. Based strictly on secondary information ranging from w ebsites, press releases and industry publications among other sources, students should describe the CRM approaches used by the selected organisation and compare it to its competitors and other relevant companies. For example, the following areas could be analysed to discuss the CRM initiative of an organisation: 1. M arketing Automation applications give marketers the ability to create, plan and execute their campaigns to a targeted audience. By using CRM, marketers can also access the necessary business intelligence to better understand which campaigns are w orking and which customers to target w ith a specific offer. This type of information reduces w asted time and money on sending out the w rong promotion to the wrong customer. 2. Sales Force Automation or SFA helps sales people track leads and opportunities for forecasting and to optimize their sales across all sales channels. SFA also helps reps target whom to call on, what to sell, and to understand how their customers prefer to buy their goods or services. 3. Customer Service applications enables reps to resolve service issues throughout multiple channels, whether it be through the Web, a call centre, fax or field service rep. Customer Service applications and Interaction Centre applications enable customers to solve their own problems on a self-service model for efficient problem resolution. The key is to have all your customer information integrated. This provides each department w ith a 360-degree view of the customer, and ensures that the data is current and complete. For example: Marketing has data on markets, prospects, and lists. This is also supported through a third party vendor. But marketing needs to drive generated leads to Sales for follow up. The marketing department also could use feedback from service and sales about what campaigns are w orking. 'Sales' has customer information on transactions and buying preferences. These are the type of trends in consumer buying behaviour that marketing could use to plan upcoming promotions and marketing campaigns. Customer Service has excellent customer feedback, but it's not looping back into marketing department. This is the type of data that can act as the foundation for upcoming marketing campaigns. Customer Service can also provide sales reps important product information or specific account issues that w ould be invaluable for sales to have before they call on an account. Finally, Customer Service can be used for cross sell and up sell opportunities. In formulating recommendations for a new CRM strategy or improving on an existing CRM strategy, students are expected to critically comment on the following aspects of the organisation: 1. Structure: For example, organisational departments w ill be restructured for better integration for maximum business efficiencies to better share customer information. They w ill no longer exist as separate entities. 2. Process: As departments begin to w ork together, they w ill discover ways to interact more efficiently. 3. Culture: Employees need to change their thinking and the w ay they conduct their w ork. They m ust begin to w ork efficiently with other departments and other divisions around the world, in cases where a multinational organisation is considered. Additionally, many of the daily functions of an organisation can be performed via the World W ide Web – which requires a change in both procedure and attitude. 4. Technology: The final, obvious change w ill be in applying a new technology. Companies w ill add the latest tools to help everyone get their jobs done, but also to help customers m anage their business. Organisations don't make changes of such magnitude overnight. Therefore, appropriate timelines need to be provided for the proposed recommendations. In order to obtain full marks you w ill need to exhibit "critical analysis" and a realistic "integrated CRM strategy" consistent with the resources and circumstances facing Toyota Australia. You may also like to think of it as including comments, reflections and original thought. You will need to show reality in any forecasts of the future. Your lecturer w ill be looking for a quality company report that reflects and supports your understanding of the subject matter. Ensure that your plan is lucid and consistent, is supported by CRM theories and concepts and that all references are cited in the body of your report. The research, analysis and presentation of your report m ust demonstrate an understanding of the terminology used in the text and in lectures and how the various forces/influences that impact an industry and an organisation. In a good assignment, you identify and analyse the main issues asked for in the requirements. Therefore, read the requirements thoroughly. Your report will be appropriately referenced, and the information w ill be supported by the referenced sources of information used. The lack of references w ill constitute an automatic fail.La Trob e U niversity 11 Students must research Toyota Australia. Students are to write an Integrated CRM Strategy Plan in Report Format. Students are strictly forbidden to contact either the organisation or any of its employees for the purpose of this assignment, whether formally or informally. Furthermore, no student should be employed by the organisation selected in a management role. Based strictly on secondary information ranging from websites, press releases and industry publications among other sources, students should describe the CRM approaches used by the selected organisation and compare it to competitors and other relevant companies. Please refer to LMS for detailed assessment 2 rubric: The sections of the report should include: Please refer to the rubric for the assessment breakdown. Title Page Table of Contents Introduction Purpose of report. Structure of the report. Company Overview General information about the company. Recent customer relationship initiatives or issues. Conceptual background Use Customer Relationship theory to demonstrate the importance of customer relationship management and applications of CRM. Discuss two relevant theory models. Analysis Use the two relevant theory models in the 'conceptual background' and evaluate them to the company. Use company information, theory from the textbook and journal articles, industry information and comment on the ethical and sustainability issues Findings Present the company the CRM related information you have found. Present your findings using the relevant information within the 'analysis' section. Recommendations M ake recommendations for improvement to the company. Conclusion Sum up the document. Harvard Referencing, W riting Style and Formatting Excellent range of sources. Many high quality sources (e.g. over 5 of theory & industry). Sources consistently well used to support ideas with excellent use of paraphrasing & citations. Presents references consistently and clearly. Vocabulary and syntax are consistently appropriate for a professional document. Explanations are very clear and there are no noticeable grammar or spelling errors. Clear evidence of good editing to produce succinct and clear information. Within the word limit. Professional, clearly and consistently presented, appropriate for business. Effective heading and font style and well-spaced content. Very effective use of bullet points, tables, diagrams and im ages.La Trob e U niversity 12 SILO(s) Assessed FGC(s) Assessed Assessment Task 3 In-Class Test Due Date % In -Class Test w ill be based on: PART A: Short Answer Questions Students must answer 5 questions from a selection of 7. The questions w ill focus on key CRM concepts w hich w ill be derived from material taught over the 11 w eek sessions. PART B: Case Study Questions Students w ill be given a case study or problem situation approximately 2 w eeks before the Test. Students w ill have to answer questions based on this case study or relevant problem situation. Due Date: Session 12 Worth 40% of semester mark Exhibit a comprehensive understanding of CRM concepts in industry Ascertain organisational objectives that assist in the sustainable development of CRM initiatives Understand the need to customise CRM initiatives to reflect the business processes, culture, assets and systems associated w ith the organisation Formulate recommendations for the improvement of the CRM strategy of an organisation of their choice. Critical thinking /analysis Submission Details N/A G rading C riteria and Feedback Marking Guide Description of Task 2.5 hours test Check the assessment rubric on LMS Learning Resources Academic Language and Learning Unit (ALLU) The Academ ic Language and Learning Unit (ALLU) works closely with teaching staff in the Faculties and on the Melbourne campus and the regional campuses to ensure that all La Trobe students – including those from non-Englishspeaking backgrounds – develop high-level academic speaking, w riting, reading, and numeracy skills required for successful learning in their courses. For further information, please see the w ebsite at: http://www.latrobe.edu.au/learning/ Learning Management System (LMS) The Learning M anagement System (LMS) is an Internet based system which allows you access to learning materials and to interact with other students and teaching staff in activities related to your studies from any location with Internet access. 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The relevant policies, procedures and guidelines can be found on the w ebsite at: http://www.latrobe.edu.au/policy/ Academic Integrity Academic integrity means being honest in academic w ork and taking responsibility for learning the conventions of scholarship. La Trobe University views this seriously as evidenced by the following extract: Academic honesty is a fundamental principle in teaching, learning, research and scholarship. The University requires its academ ic staff and students to observe the highest ethical standards in all aspects of academic w ork and it demonstrates its commitment to these values by awarding due credit for honestly conducted scholarly work, and by penalising academic misconduct and all forms of cheating. Academic Integrity Procedures (2010, p. 1 of 6) Academic misconduct includes poor referencing, plagiarism, copying and cheating. You should familiarise yourself with your responsibilities in relation to Academic Integrity and if you have any questions, direct them to your Course Coordinator. Information can be found on the w ebsite at: http://www.latrobe.edu.au/learning/integrity.html Special Consideration Special Consideration is the term used to describe a process that applies an equity measure to ensure that w here any temporary adverse circumstances beyond the control of a student, that impact negatively on that student's ability to demonstrate their learning achievement for an assessment task, is taken into account. Eligibility to apply for Special Consideration does not automatically imply eligibility to receive it. Certain criteria must be satisfied in order to receive Special Consideration. 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