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Syllabus - PSMT 6030: Customer Relationship Management

Summer 2014

University of Virginia

School of Continuing and Professional StudiesHampton Roads Center

Course Number, Title & Credits: PSMT 6030: Customer Relationship Management (3 graduate credits) Instructor: Page Duffy, Adjunct [email protected] ext. 310Web: www.jpdassoc.com The instructor will make every effort to respond to all email and phone messages within 24 hours of receipt.

Course Delivery: This is course is delivered entirely online in a Web-based format, and can be accessed by going to its UVaCollab portal at: https://collab.itc.virginia.edu/portal . Classes will meet online weekly from 7:00 – 10:00pm EDT starting May 22nd and ending July 24th in a virtual classroom provided by Blackboard Collaborate, a webinar platform, which is also accessed via UVaCollab. These live sessions are all recorded so that, if work causes a student’s absence, the recorded version can be viewed in Blackboard Collaborate during the week following the class. Course Description: This course is an in-depth study in Customer Relationship Management (CRM) philosophies, technologies and strategies.

We will first examine the fundamental principles that established customer relationship management as a marketing philosophy and then the role of technology in supporting customer relationship management strategies.

We will review various business approaches for managing all aspects of the customer lifecycle across the Internet and off-line channels. Customer identification, differentiation, interaction and customization techniques will be reviewed. Sales Force


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Automation (SFA), Customer Interaction Centers (CIC), customer self-service, and customer segmentation will be examined.

We will use the case study method to review what firms do to integrate their major business functions to better serve the customer. Other topics for discussions include data integration and decisions support systems.

Course Objectives/Outcomes: In this course, we will look closely at customer relationships in mid-size to large organizations and examine how an enterprise manages information relevant to its number one revenue generator, the customer. We will identify different types of customer knowledge and how to build a formal process for creating and managing it. We will then focus our attention on Customer Relationship Management and its processes that attempt to capitalize on company-wide customer knowledge. We will use Sales Force Automation (SFA) and Contact Centers as examples of what organizations do to in sales and service to manage their relationship with their customers and the opportunities that presents for eMarketers. On completion of the course, the student will:

Understand where eMarketing fits within the CRM spectrum. Know where customer knowledge resides within a company and how to access

it. Be aware of the issues involved in implementing CRM Be familiar with the CRM vendor landscape Understand the functionality of Sales Force Automation (SFA) and Customer

Interaction Center (CIC) software tools.

Course Methodology: As noted, classes will meet, accessed via the UVaCollab portal, in the Blackboard Collaborate virtual classroom each Thursday at 7:15pm Eastern Time, after the first class. You can enter the classroom by clicking on the Bb Collaborate link on the side menu, then click on the Class Number's link and finally click on the Launch Session button.

After you are in, check your audio connection by clicking the Tools toolbar, then select Audio, and then the Audio Setup Wizard. In later classes, you will be making presentations in Blackboard Collaborate so it is important that you obtain a mic for your computer and test it, as well, with the Audio Setup Wizard.


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However, each session will be recorded, so you can catch up if you can't be in attendance for one of our live sessions. To access a recorded version, merely select Recorded Sessions from the upper left drop down and click on the class you missed.

When you first enter UVaCollab, click on the Syllabus button to familiarize yourself with what is in store for you as we progress in building your expertise in customer relationship management.

Then click on the Schedule and then the Class Number button and see what is planned for that class session. The first class will mainly be an introduction to the course and an explanation of how we will be working together each week. The material to be covered and any assignments for the next class will be available on UVaCollab one week prior to each class. Preparation and Student Expectations: Students should expect to spend the same number hours for an online course that they would for a face-to-face classroom in terms of course preparation, online postings, and completion of assignments. Class interactions will require about 2 - 4 hours per week. Courses readings and homework will require additional time.

Course Policy: Class attendance is mandatory. This is an online class. If unforeseeable circumstances arise that result in a student’s inability to log on for a period of time, he or she is expected to discuss the situation in advance with the instructor, and to make up any assignments. Failure to do so will result in a decrease of at least one letter grade. Online participation is mandatory. In our small class of working professionals, ideas offered by your fellow students are a rich learning resource for all of us. The Discussion Forums in UVaCollab will allow us to take advantage of this added learning opportunity. The instructor will initiate some threads and the students will initiate others. Expect to engage in these discussions each week. These forums and online discussions make up a large part of course contact hours and interactions, as well as your Participation grade. Your postings to the threaded discussions should be:

Substantive – adequately qualifying your position Professional – respectful and appropriate Pertinent Clearly expressed


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Students are expected to read all assigned readings. The instructor will provide additional materials to be downloaded throughout the semester. There will be short written or research assignments required as part of the preparation for most classes. Students should be prepared to devote several hours per week to conduct research in support of these assignments Students are expected to complete all homework assignment in a timely manner. If deadlines cannot be met because of scheduling conflicts, please discuss the circumstances in advance with the instructor. Failure to meet deadlines will result in a reduced grade. No Incompletes are allowed in this class. Students are expected to log on to UVaCollab one week prior to each scheduled class to receive their assignments and any other instructions regarding participation in online discussion forums the following week. All homework assignments will be submitted and graded via UVaCollab, as well. You should come to every class prepared to discuss the articles and cases assigned and their relevance to your current organization (or you as a consumer). The instructor will post Announcements each week informing students of important dates, assignments and course requirements. Check announcements for directions each week and during the week. The announcements are viewable when you first enter the class in UVaCollab

Evaluation and Grading Criteria: Students’ grades will be determined by class participation, course assignments and projects assigned. The final grade is a weighted average of the evaluations of course components as follows:

Percentage of Grade for each of the following assignments:

3 Three-minute Drills 15%Case Analyses and other Written Assignments 50%Final Project 25%Attendance and Quality of Participation 10%Total: 100%

Grading Scale

A 95-100


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A- 90-94B+ 86-89B 82-85B- 79-81C+ 75-78C 71-74C- 68-70F 67 and below

Course Textbook:

There is no textbook assigned for this course. Instead, we will use business cases and articles. A class packet of cases and assigned readings can be ordered through the UVA SCPS Bookstore via phone at (800) 759-4667. Ask for Fred Twombley.

We will also use a selection of Internet-published articles that will be assigned for reading with links and URLs available in the UVaCollab page for that Class.Please follow the Syllabus and the current Class’s Introduction in the Schedule for the assigned reading for each session. The Class in the Schedule will be the most up to date. Class Packet of Cases and Assigned Readings:

1. IIF and QuaTeams Creating a Custom CRM,Nicole R.D. Haggerty & Jordan Mitchell, HBS Case 904E30,October 12, 2004

2. A Crash Course in Customer Relationship Management, Harvard Management Update, Article Reprint NO. U0003B

3. A Framework for Customer Relationship Management, Russell S. Winer, California Management Review, Reprint Series CRM209

4. Avoid the Perils of CRM, Darrell K. Regby, HBR, product number 8946

5. CRM Done Right, Darrell K. Regby, HBR OnPoint Article, Product Number 8355

6. Canyon Ranch, Linda M. Applegate & Gabriele Piccoli, HBS Case, 9-805-027, Rev: September 20, 2005.


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7. Customer Relationship Management: In B2C Markets – Often less is more, Grahame Dowling, California Management Review, reprint series CRM229

8. What’s the Cure for Customer Fatigue?, Kirsten D. Sandberg, Management Update, HBSP, article reprint NO. U0207C

9. Customer Profitability and Customer Relationship Management at RBC Financial Group, V. G. Narayanan, HBS Case, 9-102-072, May 30, 2007.

10. Right Now Technologies, William A. Sahlman, HBS Case 9-805-032, Rev May 18, 2010.

11. Oracle vs. salesforce.com, David B. Yoffe, HBS Case 9-705-440, Rev September 21, 2006

12. Don’t Take Calls, Make Contact, Lior Arussy, HBR, Reprint F0201

13. The New Science of Sales Force Productivity, Dianne Ledingham, HBR Reprint R0609H

14. Selling the Sales Force on Automation, Mark Coteleer, HBR Reprint F0607B

15. Implementing Sales Force Automation at Quantum Technology, James Lattin; Dana Nunn Publication Date: Nov 5, 2008, Stanford Graduate School of Business Product #: M311-PDF-ENG

16. Stop Trying to Delight Your Customers, Matthew Dixon; Karen Freeman; Nicholas Toman, Publication Date: Jul 1, 2010, Product #: R1007L-PDF-ENG

Helpful Web Sites for General CRM Reading: http://www.crmguru.com/http://www.crmcommunity.com/http://www.intelligentcrm.com/http://www.destinationCRM.comhttp://www.crmassist.com/http://www.cio.com/forums/knowledge/http://www.1to1.com/http://www.personalization.orghttp://www.personalization.comhttp://www.emarketer.com/


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SCHEDULE AND ASSIGNMENTS:

1

May 22Introduce yourself, your job and work environmentGo over Course Highlights

2May 29

Customer Knowledge

- Types of customer knowledge- Valuable customer data- Customer Data Quality- Customer centric organizations- Capitalizing on customer knowledge- Managing knowledge as a process- Utilizing customer knowledge

Read:Managing Customer Knowledge by Tom Davenport, CIO Magazine, online at: (http://www.cio.com/article/108404/_Managing_Customer_Knowledge)

Read (Online Handout):CRM, Data warehousing and eCommerce - Background, Opportunities and Challenges by TechRepublic, Inc.

Due Today: Read/Analyze/Write (Class Packet):IIF and QuaTeams Creating a Custom CRM,Nicole R.D. Haggerty & Jordan Mitchell, HBS Case 904E30,October 12, 2004(Questions will be assigned prior to due date)

3June 5

Customer Relationship Management: the Basics

Read (Class Packet):A Crash Course in Customer Relationship Management, Harvard Management Update, Article Reprint NO. U0003B

A Framework for Customer Relationship Management, Russell S.


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- CRM is not just a software- ERP and CRM- Sales Contact Management versus CRM- Customer Service and CRM- Marketing and CRM

Winer, California Management Review, Reprint Series CRM209

Creating a CRM Business Case, Naras Eechambadi, Quaero LLC.

Due Today: The First 3-Minute Drill

4June 12

Implementing CRM

- A sad history- What can go wrong- How to do it right

Read (Class Packet):Avoid the Perils of CRM, Darrell K. Rigby, HBR, product number 8946

CRM Done Right, Darrell K. Rigby, HBR OnPoint Article, Product Number 8355

Due Today: Read/Analyze/Write (Class Packet):Canyon Ranch, Linda M. Applegate & Gabriele Piccoli, HBS Case, 9-805-027, Rev: September 20, 2005. (Questions will be assigned prior to due date)

5June 19

CRM Methodology

- Privacy issues- Customer insight techniques- An example.

Read (Class Packet):Customer Relationship Management: In B2C Markets – Often Less Is More, Grahame Dowling, California Management Review Reprint Series CRM229

What’s the Cure for Customer Fatigue?, Kirsten D. Sandberg, Management Update, HBSP, article reprint NO. U0207C

Due Today: Read/Analyze/Write (Class Packet):Customer Profitability and Customer Relationship Management at RBC Financial Group, V. G. Narayanan, HBS Case 9-102-072, May 30, 2007.(Questions will be assigned prior to due date)


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6June 26

CRM Vendor Review

- SaaS vs. On Premises CRM Software- Enterprise level CRM vendors- SMB CRM vendors- How they are rated

Read (Class Packet):Right Now Technologies, William A. Sahlman, HBS Case 9-805-032, Rev May 18, 2010.

Read: Datamonitor Vendor Evaluation

Due Today: Read/Analyze/Write (Class Packet):Oracle vs. salesforce.com, David B. Yoffe, HBS Case 9-705-440, Rev September 21, 2006(Questions will be assigned prior to due date)

7July 3

Sales Force Automation

- The purpose- How does it work?- Data synchronization- Barriers to Success

Read (Class Packet):The New Science of Sales Force Productivity, Dianne Ledingham, HBR Reprint R0609H

Selling the Sales Force on Automation, Mark Coteleer, HBR Reprint F0607B

T Implementing Sales Force Automation at Quantum Technology, James Lattin; Dana Nunn, Stanford Graduate School of Business Product #: M311-PDF-ENG

Take the Salesforce.com Sales Cloud DemoGo to the www.salesforce.com web site and in the Demo Library take the Sales Cloud Demo. Be prepared to discuss it in class.

Due Today: The Second 3-Minute Drill

8July 10

CRM Call and Contact Centers

- Call center automation technologies- Customer

Read (Class Packet):Don’t Take Calls, Make Contact, Lior Arussy, HBR Reprint

Stop Trying to Delight Your Customers, Matthew Dixon; Karen Freeman; Nicholas Toman, Publication Date: Jul 1, 2010, Product #: R1007L-PDF-ENG.

Take the KANA Enterprise Agent Experience Demo

http://www.salesforce.com/


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Interaction Centers- Functionality and measurements

Go to the www.kana.com web site and take the Enterprise Agent Experience Demo. Be prepared to discuss it in class.

View Two eGain VideosGo to the www.egain.com web site. Scroll through Resources - Library to Videos. View both the eGain Agent Console and the eGain Cobrowse videos. Be prepared to discuss it in class.

Due Today:The Third 3-Minute Drill

9July 17

Prepare Final Project Presentations

- In class familiarization with Blackboard Collaborate

- Practice acting as moderator for final presentations

Teams will be put into Break Out Rooms in Blackboard Collaborate to work together on their presentations

10July 24 Presentation

of Group Projects

Presentations will be made via Blackboard Collaborate

Submit and Present Final Project Presentations

http://www.egain.com/

http://www.kana.com/


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Assignment Descriptions: Assignments will be posted one week prior to their being due in the Assignments section of this site. (Unless otherwise required, submit assignments in Word document format.)

The Three-minute Drills Each student in the class will be assigned a topic to research (three times) during the course. You will deliver a 3-minute presentation to educate the class (assuming your audience has no knowledge of your subject material). Topics, which are CRM-related, will be assigned randomly and will not be covered as course material. You will email your slides to the instructor no later than one day prior to the assigned class and deliver your presentations via Blackboard Collaborate A Q/A period will follow each presentation and will not be counted toward the 3 minute time limit for your presentation. Note: You must have an operable mic on your pc to complete this assignment. On class day, remember to test your mike with the Audio Set-up Wizard accessed from the toolbar at the top of the Blackboard Collaborate dashboard. Select tools and then Audio Tools from the drop down choices. The subjects of the three Three-minute Drills are: 1. Common CRM-related Acronyms2. Sales Force and Customer Service Automation3. CRM Vendor Landscape Case Preparation and Write-ups The case method is a well-established practice at an advanced level of learning. The method is useful especially for material that is subjective, ambiguous, and not easily measured. In these areas, there are few answers that are all wrong or all right, although some are better than others. The study of cases allows you to do your own analysis and draw your own conclusion. The value that you will get from this is directly related to the effort that you put into it: both in your analysis and in the discussion that will take place in class. There are rules for preparing a case and here are some suggestions:

1. Skim through the case and become acquainted with the general outline.


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2. Go through the case more carefully noting the details that seem most important.3. Identify the key issues as if you were going to summarize the case for someone else.4. Develop a point of view about the case (agree/disagree) and organize the facts that

support your conclusion or recommendations. You will be provided a list of questions prior to each case assignment that will help you focus your thoughts and guide your analysis. The write-up that you submit should be at least 3 pages in length. While you should not restate the facts of the case, you can summarize the key points as you present your conclusions. Be sure to address the questions provided by the instructor and reference specific points that support your answers. Final Projects One of the objectives of this Online Graduate Certificate Program, and this class, is for you to develop practical skills in the use of cutting edge eMarketing technologies and be able to apply them to solve real problems in your job environment that will be of benefit to both your organization and your career prospects. The Final Project is designed to help you do just that. You will be asked to describe a Project that you believe could address a problem related to CRM in your company. A number of your submissions will be selected for development into project proposals, and then project teams will be assigned to work with the leaders of the projects that have been selected. Your team assignments will be to develop power point proposal presentations advocating your solution that are suitable for subsequent presentation to company management.

Project Proposal Template: Use the following template to prepare your project proposal. Ensure that you address all of the following requirements. This document is NOT final; you can make changes as you contemplate the project in the coming weeks.

RequirementsProject Statement and Objective

Articulate and define your objectives; briefly describe what you will accomplish if your project is selected

Problem(s) to solve Describe the system in your own words. List some of the issues your company will resolve using the CRM system, if it is in place. If the system is being recommended then,


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list the specific business problem(s) that it will resolve. Try to restrict the problems to your immediate function (job) in order to easily gather the research material. If you feel that you can identify a problem related to other departments, then go for it, just ensure that you will get the full cooperation of those functions in your organization

Solution/Technology List your initial thoughts regarding the solution(s). Is it software, hardware, process improvement or all combined? What is the technology used by your company or what should they use?In some situations, this section might need to be completed later, unless you have all the details

The Customer Give some ideas of the type of customer your solution(s) will target. State why and how the customer might be affected by your solution

Research At a high level, list those areas that you feel your research will cover: marketing technologies, hardware, process improvement, etc.

Obstacles List your thoughts regarding problems/issues that you may encounter as you research your solution and how you are going to resolve them

Metrics How are you going to measure the success of your solution(s)

As you think about your project, here are general requirements that you should focus on:

1) Formulate a solution based on your understanding of the problem at hand. The solution can be software-based, additional hardware, restructuring of business processes, training or anything that we cover in this course

2) From your research, work experience, other classes or training seminars, if the solution is software or hardware-based, what will it be? Address the benefits to the company. While we are not interested in software or hardware functionality in this course, feel free to briefly list the features to make your case to senior management

3) Discuss steps to roll-out the solution (think in terms of a project plan)4) Who should sponsor the project and why?5) How will you “market” the new solution to the organization?6) How will you measure customer satisfaction? What metrics should be used?7) Assess the risks associated with introducing the new solution or those issues that

emerged if you implemented a solution 8) What is the cost estimate for implementing your solution? Estimate!!


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Note: Group presentations will be made during the last Class in Blackboard Collaborate.

Special Needs: If you are a student with special needs you should let the instructor know within the first week of class. Written documentation will be required. You should also visit the following website to review your rights and responsibilities as a student (http://www.virginia.edu/vpsa/rights.html) and the following website for the Learning Needs and Evaluation Center (http://www.virginia.edu/studenthealth/lnec/). HONOR CODE at UVA: Founded in 1842, the Honor System is one of the University's most cherished institutions. Based on the principle that University students want to be trusted, the Honor System helps create and strengthen a school-wide community of trust. Students at the University make a commitment not to lie, cheat or steal within Charlottesville, Albemarle County, or where they represent themselves as University students in order to gain the trust of others. Because they have made this commitment, students are trusted by peers, faculty members, administrators, and community residents alike. Students conduct themselves with integrity and are presumed honorable until proven otherwise. Students are recruited and trained by the Honor Committee to serve as advisors and to provide counsel. Students investigate Honor allegations, assist and support accused students through the Honor process, and work with accused students in their defense at trial. Honor jury panels are similarly comprised entirely of students. While anyone may initiate Honor proceedings, the process is administered entirely by students. The vitality of the Honor System depends upon the willingness of students to uphold the high standards set by their peers. When a student is formally accused of an Honor offense following investigation, that student may elect to either (1) leave the University, without requesting a trial (in which case that student will be deemed to have admitted guilt, whether or not such an admission is expressly made), or (2) request an Honor trial. Any student found guilty of an Honor offense, or deemed to have admitted guilt after having left without requesting a trial, will be permanently dismissed from the University. The notation "enrollment discontinued" will be placed on the student's transcript, without specific reference to the Honor proceedings. In the case of a student found guilty of an Honor offense following graduation, or deemed to have admitted guilt without requesting a trial after graduation, the General Faculty of the University may undertake proceedings to revoke that student's degree. The rules of the Honor System apply to any person who was a University student at the time an alleged Honor offense was committed, so long as a case is initiated within two years thereafter. Students who


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enroll at the University benefit from the freedom and security provided by the Honor System; every student must agree to live by and support the spirit of honor. Applicants who are not prepared to embrace this freedom and accept this responsibility should not apply for admission. This is intended as a brief summary of some important aspects of the University's Honor System. For more information, visit the Honor Committee Web page: www.student.virginia.edu/~honor. If you have further questions, please call the Committee at (434) 924-7602. The Honor Committee, June 2002 Accessibility and Disability: The University of Virginia is committed to equal opportunity in employment and education for persons with disabilities, and complies with the requirements of the Americans with Disabilities Act of 1990 (ADA) and the Rehabilitation Act of 1973. These laws prohibit discrimination on the basis of disability in employment, housing, transportation, access to public accommodations and services, education, and telecommunications.For more information: http://www.virginia.edu/accessibility/ University of Virginia Purpose Statement: The central purpose of the University of Virginia is to enrich the mind by stimulating and sustaining a spirit of free inquiry directed to understanding the nature of the universe and the role of mankind in it. Activities designed to quicken, discipline, and enlarge the intellectual and creative capacities, as well as the aesthetic and ethical awareness, of the members of the University and to record, preserve, and disseminate the results of intellectual discovery and creative endeavor serve this purpose. In fulfilling it, the University places the highest priority on achieving eminence as a center of higher learning. Content and Discourse in Professional Education Courses: Study of the role of public schools in society, including the content of the PreK-12 curriculum, raises complex issues about which thoughtful people may disagree. Students are expected to discuss issues respectfully and to honor differing points of view. The University and its School of Continuing and Professional Studies do not discriminate in any of their programs, procedures, or practices against any person on the basis of age, citizenship, color, handicap, national origin, political affiliation, race, religion, sex, sexual orientation, or status as a disabled veteran or veteran of the Vietnam era. The University operates equal opportunity and affirmative action programs for faculty, staff, and students.


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The University of Virginia is an Equal Opportunity/Affirmative Action Employer. Any applicant for admission or employment, or any student who feels discriminated against should contact the University’s Office of Equal Opportunity Programs (EOP) at Poe Alley, West Lawn, Charlottesville, Virginia 22903.

FERPA

Academic Policy – http://www.virginia.edu/registrar/privacy.html

Family Educational Rights & Privacy Act (FERPA)

Annual Notification

Students attending, or who have attended, the University of Virginia are given certain rights under the Family Educational Rights and Privacy Act of 1974 as amended (20 U.S.C. 1232g) and Rules of the Department of Education (34 C.F.R. Part 99) implementing this Act.

Special Needs:

It is the policy of the University of Virginia to accommodate students with disabilities in accordance with federal and state laws. Any SCPS student with a disability who needs accommodation (e.g., in arrangements for seating, extended time for examinations, or note-taking, etc.), should contact the Learning Needs and Evaluation Center (LNEC) and provide them with appropriate medical or psychological documentation of his/her condition. Once accommodations are approved, it is the student’s responsibility to follow up with the instructor about logistics and implementation of accommodations.

If students have difficulty accessing any part of the course materials or activities for this class, they should contact the instructor immediately. Accommodations for test-taking should be arranged at least 14 business days in advance of the date of the test(s). A student’s academic dean is also available to assist with accommodations, particularly for temporary or emergency situation. Please email [email protected]

Students with disabilities are encouraged to contact the LNEC: 434-243-5180/Voice, 434-465-6579/Video Phone, 434-243-5188/Fax. Web: http://www.virginia.edu/studenthealth/lnec.html

https://cms.mail.virginia.edu/Redirect/www.virginia.edu/studenthealth/lnec.html

mailto:[email protected]

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