Lecture Customer Relationship Management
Lecture content
During our lectures we want to give you a valid first overview on the Customer Relationship Management (CRM). We will cover the following topics:
- Introduction (Goals, central metrics, definition and distinction, strategic and operative CRM, customer life time cycle, strategic frameworks)
- Legal set-up (legal basics, Permission)
- Technology and data structures and requirements
- Strategies, organization (development and processes) and Change Management
- Customer Acquisition and Migration
- Customer loyalty (Cross- and Up-Selling, Multichannel optimization for communication and sales, loyalty programs, churn prevention, etc.)
- Customer Win-Back
- Closed Learning-Loops during Customer Life time cycle
- Operative CRM (Recommender-Systems, Next-Best-Offer, etc.)
During the tutorials, held by Dipl.-Sozw. Anne Michel and Dipl.-Kfm. Johannes Wenzel, you will
- Repeat the central lecture content and answer questions
- Listen to special guest lectures by well known companies
- Discuss the content together
As soon as our guest speakers give the acceptance, we will merge the respective tutorial for all participants.
Information and Time
Lecture
Time and Date of our lecture will be announced here.
Tutorial
Time and Date of our tutorial will be announced here.
Examination Dates
You will find the date here: "Aktuelles"