Introductory description

eCustomer Relationship Management (eCRM) tools and techniques are key to the modern enterprise, particularly for eBusiness and eCommerce companies. At its essence, successful eCRM is achieved at the intersection of people, process, and technology, each of which represents a key theme of the module.
● People: concerning the business's customers but also its staff. This aspect includes sessions on selling, customer requirements, influencing, and the use of social media channels to manage relationships.
● Process: a key determiner of successful eCRM implementations is integrating the technologies and techniques with business process. In this part of the module participants will be introduced to process mapping and re-engineering.
● Technology: the final aspect concerns eCRM solutions themselves. Participants will be working with an industry standard eCRM solution, currently VTiger but potentially subject to change dependent on market trends. Alongside the theoretical underpinnings and architectures of eCRM tools, participants engage on hands-on activity, including a simulation activity.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

"eCustomer Relationship Management Fundamentals a. What is eCustomer Relationship Management? b. People, Process and Technology

Customer Management (People) a. Lead Generation b. Sales Pipelines and Sales Practice c. Customer Segmentation d. Social CRM (CRM through social media) e. Reputation Management

Process and Project Management (Process) a. Process Mapping b. Process Re-engineering and Optimisation c. Project Management for eCRM

eCustomer Relationship Solutions a. eCRM Tool Analysis b. Customer Data Management c. Solution Integration

eCustomer Relationship Management Simulation a. A simulation exercise incorporating the aspects above."

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a comprehensive understanding of eCustomer Relationship Management
• Critically evaluate and map business processes, and evaluate opportunities for optimisation
• Interpret and evaluate business requirements and determine appropriate eCustomer Relationship Management solutions
• Critically evaluate complex organisational structures and determine appropriate implementation plans

Interdisciplinary

A mixure of technology/computing topics and business topics

International

Topics are of high international demand

Subject specific skills

Customer relationship management, customer experience management, social media, reputation management

Transferable skills

Presentation skills,videography, research, teamwork, consulting skills, sales skills, critical thinking