To introduce the student to the concept of customer relationship management, to examine the connection between the concept of customer relationship management and marketing, especially relationship marketing, management and information and communication technology, as well as technologies and methods of applying this concept in business practice. After completing this course, the student should be able to explore the needs and possibilities of applying the concept of customer relationship management in a specific business entity and participate in, or lead, processes related to the implementation of the concept and the derivation of benefits in terms of increasing the efficiency of the business entity's operations based on the analytical potential provided by the implemented customer relationship management system.
The concept of customer relationship management (CRM)
The complexity of the concept of customer relationship management – marketing, management and information and communication technology. Views on the concept of CRM. The structure of CRM (Collaborative, operational and analytical CRM). CRM as a strategy. CRM as a system. CRM as a process. Understanding classical marketing as a basis for understanding CRM. The influence of evolutionary processes in science, technology and industrial production on social processes. The influence of social processes on evolutionary processes in marketing (differentiation of production, sales and marketing concepts and phases in the development of marketing). The influence of social development on changes in consumer behaviour and in the consumption system of the modern consumer. Trends in society in general and in marketing in the nineties that led to the emergence of relationship marketing and customer relationship management.
Relationship (and collaboration) marketing:
Relationship marketing paradigms. The influence of the moral dimension on the emergence and development of relationship marketing. Characteristics of consumers in the 21st century. Marketing with integrity. The relationship of relationship marketing to the consumer. Relationship marketing as an information phenomenon. Information superiority as a factor of competitiveness. The difference in the marketing process in classical marketing and relationship marketing. Relationship marketing in application: planning, implementation and control. Marketing research (occasional and continuous marketing research). Content of marketing research. Mass and personalized (individualized) product. Production program. Mass and individualized (personalized) consumer. Creation of the consumer genome (consumer pivoting). Genesis of relationship marketing. Information and communication technology (databases) in the function of establishing and developing relationships with consumers. Developed relationship marketing. Business strategy fundamental to traditional marketing and relationship marketing.
CRM in use:
The emergence and evolution of the CRM concept. The importance of CRM for the survival of modern business entities. CRM in pre-sales activities. CRM in sales activities. CRM in post-sales activities. CRM as a software solution. Different views on the content and functionality of a CRM software system. Platforms for implementing a CRM software solution. Buy an existing one or develop your own software solution. ERP software systems and CRM software systems. Data, information, knowledge and wisdom in the function of CRM. Data modeling in the function of developing a usable CRM software solution. Problems in implementing a CRM system. The analytical potential of a CRM system for the needs of management and marketing of a business entity. Social CRM. CRM 2.0. The interdependence of CRM and industry 4.0. The future of CRM. xRM.
1. Explore the needs and possibilities of applying relationship marketing through the introduction of a partial or complete CRM system or reengineering of the existing CRM system into the work of a business entity
2. Plan and manage the implementation of marketing research within the framework of the relationship marketing concept and the development of marketing plans.
3. To define the data coverage that will ensure the use value of the CRM software system in an analytical sense.
4. Evaluate the finished CRM software solution.
