Customer Relationship Management with SAP

1 MIS-655 / SCM-655 / MAR-655 Customer Relationship Management with SAP Whitman School of Management Syracuse University Spring 2009 (T&TH 3:30-4:50, SOM 303) Professor: Office Hours: e-mail: Telephone: Michel Benaroch T & TH 2:00-3:00 (or by appointment) – room 535 mbenaroc@syr.edu (315) 443-3492/1383 Background This course integrates important and timely marketing and supply-chain management topics with issues surrounding the use and management of advanced enterprise technologies from SAP. Today’s massive interest in customer relationship management (CRM) reflects a dramatic shift in the way market leaders relate to customers and think about the value of customers to the firm. Early CRM practices focused on the automation of some marketing, sales and service activities for the purpose of increasing efficiency and cutting costs. The latest CRM practices are also concerned with applying analytical models and decision capabilities to the management of these activities for the purpose of formulating and executing customer-centric business

models aimed at extracting maximum customer value. Course Objectives By the end of this course, you will: g120 Understand why market leaders consider CRM to be, first and for most, a business philosophy that enables their transformation into customer-centric organizations. g120 Be able to describe processes and functions of an integrated CRM software solution comprising three components that form a closed feedback loop: o Operational CRM – marketing planning and campaign mgmt, campaign execution and automation, e- marketing, opportunity and pipeline mgmt, sales lead mgmt, service planning and analysis, etc. o Analytical CRM – customer satisfaction and loyalty analysis, customer segmentation, customer profitability and lifetime value analysis, cross-selling analysis, channel and partner analytics, etc. o Collaborative CRM – demand-based planning, CRM-SCM integration, etc. g120 Understand how the technology platform underlying SAP’s CRM software solution fits within the enterprise ecosystem, including ERP system (R/3), supply-chain management system (R/3 and APO), enterprise business data warehouse (BW), Data Mining Workbench, Strategic Enterprise Management (SEM), etc. g120 Gain hand-on experience with SAP’s CRM software solution: o Navigate through of SAP’s CRM solution components – BW, SEM, Data Mining workbench, etc. o Apply analytical CRM methods with a best-practices process for managing customer churn (Figure...

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