Customer Relationship Management

Crédit : 3 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Compétences à acquérir

The goal of the assignment is to:
  • Describe the customer strategy based on the 5+1 dimensions presented during the class and within the first chapter of the book “Stratégie Clients”. The dimensions are: customer orientation and customer culture, relational targets, value creation and customer experience, relational processes, programs and devices, customer intelligence
  • Evaluate the customer strategy in terms of coherence (Internal point of view, depending on the alignment of the customer strategy with the business strategy, corporate culture, resources and capabilities of the firm, etc.) and relevance (External point of view, from the customer side)
  • Elaborate some recommendations to improve the impact and efficiency of the customer strategy, and propose a budget allocation for each action you suggest

Description du contenu de l'enseignement

The analysis of a customer strategy has to be prepared by teams of three or four students. Contrary to what has been initially written down in the syllabus, the decision has been taken to have teams of two (Instead of teams of four) and no final exam.
However, it is also possible to work in teams of four students (Maximum). In that case, that would then mean some additional work, for obvious fairness reasons.
Teams of three students have to conduct two interviews with professionals in the chosen firm (See below some advice to guide your choice). These semi-structured interviews have to follow the guide which is proposed in the appendix (In French). Interviews are typically 1 hour to 1h30 long. A full transcript of the interviews has to be attached to the report (In Word format).

Mode de contrôle des connaissances

The report has to be sent to the professor two days before the last session.

Bibliographie, lectures recommandées

The first chapter of the book “Stratégie Clients” can be downloaded at

Enseignant responsable


Année universitaire 2018 - 2019 - Fiche modifiée le : 01-02-2018 (09H19) - Sous réserve de modification.