K7LA 2810 - Next Gen Client Engagement: An Introduction to CRM

This course aims to introduce the different facets of CRM and understand our clients: who are they, what are their expectations, and what kind of data can be leveraged to build hyper personalised client engagement strategies. The course will also analyse the key components of CRM in the luxury industry within a context of hyper digital transformation and explore how it can be integrated within an organisation. This course sorts through a myriad of information and brings you the basics you need to decide about the need for CRM, its benefits, and how to coordinate the base requirements for a CRM undertaking. Over the semester we will cover the following topics: client engagement strategy, segmentation, lifecycle journeys, development of capabilities, measurement frameworks (KPIS) and localised CRM & Marketing actions.

Alim NAIT BAHLOUL

Cours magistral seul

English

Class participation, group presentation, and articles related to the theme of each class to be prepared.

No pre-requisite required

Spring 2024-2025

The validation of the course will be a mix between in-class participation (20%), a group presentation (30%), an individual case study to submitted or presented by the end of the semester (50%).

The format of the class has been designed to bring theory into practice. Therefore, the class is divided in three parts: a theoretical part that will highlight one of the six facets of CRM, a practical part where each week students will present a business case, and finally a conversational part where current business news will be discussed in light of CRM strategies.