Customer Relations Management (5cr)

Objective

The students understand the psychological factors and principles affecting the behaviour of clients and client groups, as well as the significance of customer relations management (CRM) as a competitive factor for a community. The students develop a holistic view on customer service in a logistic company. They are able to analyse the current state of customer service in a company and create holistic development proposals based on the analyses. They understand how customer service and innovations influence the decision-making of logistic chain management.
The students can apply accounting methods supporting the implementation of customer service strategies, such as activity accounting and client profitability, and are able to apply score cards to the management of their corporation.
The students are able to assess and develop their own competencies and those of employees in the daily operations of their work community when performing CRM tasks. They are able to operate in a multicultural work community.

Content

Strategic customer relations, their development and management. Client-based communication and customer relations management. Client-oriented organisations, innovativeness an expertise. Project work concretising e.g. the following content areas: the marketing environment of a technology/logistic company and its analysis, the planning of marketing, the competitive tools of marketing, the phases of the sales process and sales negotiations, customer service as a competitive tool, the development of customer service, customer relations marketing (CRM, broadly), measuring the efficiency and quality of customer service.
Measuring service. Innovations as a tool for the development of customer relations. The latest international development prospects of customer service.
The development prospects of managerial accounting and the allocation of costs and profitability of supply chains client- and product-specifically. The connection between financial management and customer relations management.

Qualifications

The students master the basics of customer service and CRM.

Assessment criteria, satisfactory (1)

Assessment is based on the following criteria: 1) active class participation; 2) team work skills and ability to present results in writing and orally; 3) level of the written output of the independent study unit. Successful completion 44% of total points, excellent 90% of total points.