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Onlinestudium
Master Digital Commerce, Marketing & Psychology

Master Digital Commerce, Markting & Psychology

Onlinestudium
Master Digital Commerce, Marketing & Psychology

Master & MBA | WINGS-Fernstudium
Magdalena Groth

Magdalena Groth

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Customer Relationship Management

Ziel des Moduls ist die Auseinandersetzung mit Managementtheorien. Der Aufbau systemseitiger bzw. IT-technologischer Kenntnisse wird als begleitend angesehen.

Grundlagen

  • Ideologie und Entwicklung von CRM
  • Paradigmenwechsel und Möglichkeiten durch Digitalisierung

Komponenten des CRM Ansatzes

  • Strategisches CRM: Zielsetzung, Vision des CRM Ansatzes
  • Operatives CRM: Marketing, Sales und Service Automations, Closed Loop
  • Analytisches CRM: Datenanalyse, BI, Kundenanalyse: Potfolioanalysen, Customer Liftetime Value (CLV), Share of Wallet, NPS

CRM in der Praxis

  • Ableitung von Maßnahmen: Customer Service, Produktmanagement, Vertrieb, Marketing
  • Customer Service: Customer Care Concept, Inbund Management, Beschwerdemanagement
  • Produktmanagement: KANO, Mass Customization, Prosumer Ansatz
  • Vertrieb: Aufbau- und Ablauforganisation, Vertriebstrichter, Lead- und Opportunity Management, Cross-/Upselling, Key Account Management
  • Marketing: Kundenbindung, Loyalty Archetypen, Kundenbindungsprogramme, Customer Retention Rate, Cross- und Omni-Channel Management, Rückgewinnung & Churn Management, Umgang mit unprofitablen Kunden

CRM Systeme

  • Einführung und Einsatz von CRM Systemen
  • CRM Audits
  • Rechtliche, Technische und moralische Herausforderungen
  • Praxisbeispiel: Salesforce

Modulverantwortung