Modul

This module will be offered for the last time in winter semester 2019/20.

The assessment is carried out as partial exams (according to Section 4(1), S. 2 2nd clause of the examination regulation) of the single courses of this module, whose sum of credits must meet the minimum requirement of credits of this module. The assessment procedures are described for each course of the module seperately.
The overall grade of the module is the average of the grades for each course weighted by the credits and truncated after the first decimal.

The student

• knows the scientific methods (from business administration, statistics, informatics) which are most relevant for analytic CRM and he autonomously applies these methods to standard cases,
• gains an overview of the market for CRM software,
• designs, implements, and analyzes operative CRM processes in concrete application domains (e.g. campaign management, call center management, …),
• is aware of the problems of protecting the privacy of customers and the implications of privacy law.

The course "Operative CRM" is compulsory. 

It is only possible to choose this module in combination with the module CRM and Servicemanagement. The module is passed only after the final partial exam of CRM and Servicemanagement is additionally passed.

In this module, analysis methods and techniques for the management and improvement of customer relations are presented. Furthermore, modelling, implementation, introduction, change, analysis and valuation of operative CRM processes are treated. Regarding the first part, we teach analysis methods and techniques suitable for the management and improvement of customer relations. For this goal we treat the principles of customer- and service-oriented management as the foundation of successful customer relationship management. In addition, we show how knowledge of the customer can be used for decision-making at an aggregate level (e.g. planning of sortiments, analysis of customer loyality, …). A basic requirement for this is the integration and collection of data from operative processes in a suitably defined data-warehouse in which all relevant data is kept for future analysis. The process of transfering data from the operative systems into the data warehouse is known as the ETL process (Extract / Transform / Load). The process of modelling a data-warehouse as well as the so-called extraction, transformation, and loading process for building and maintaining a data-warehouse are discussed in-depth. The data-warehouse serves as a base for flexible management reporting. In addition, various statistic methods (e.g. cluster analysis, regression analysis, stochastic models, …) are presented which help in computing suitable key performance indicators or which support decision-making.
Regaring the operative part, we emphasize the design of operative CRM processes. This includes the modelling, implementation, introduction and change, as well as the analysis and evaluation of operative CRM processes. Petri nets and their extensions are the scientific foundation of process modelling. The link of Petri nets to process models used in industry as e.g. UML activity diagrams is presented. In addition, a framework for process innovation which aims at a radical improvement of key business processes is introduced. The following application areas of operative CRM processes are presented and discussed:
Strategic marketing processes
Operative marketing processes (campaign managament, permission marketing, …)
Customer service processes (sales force management, field services, call center management, …)

The total amount of work for this module is approximately 270 hours (9 credits). The subdivision is based on the credits of the courses of the module.
The total number of hours per course results from the time of visiting the lectures and exercises, as well as from the exam periods and the time that is required to achieve the objectives of the module as an average student with an average performance.