1.
Group Project
The group effort is a joint effort of a group of 4 or 5 students.
The project will be presented in class and is to be turned in as a
written report on the last day of class.
The project
examines how CRM creates competitive advantage for a firm.
Specifically,
your report will investigate how a firm (business unit, department,
function) approached CRM, why they turned to a CRM strategy and
what the desired and actual outcomes were. The level of analysis
can be at the firm level, the functional level (marketing, sales,
service) or at the customer level. The challenge for you will be
to stay away from descriptive platitudes and to derive real insight
as to what caused success (or failure) of a CRM strategy.
Project Components:
- The first part develops the context of the CRM strategy. What
are the specific environmental, competitive, & technological
changes that lead to an adoption of CRM practices?
- The second part describes what the specific CRM strategy is
and what the links to the business model are.
- The third part analyzes the appropriateness and effectiveness
of the CRM strategy for the given situation. Does it generate
competitive advantage? You may also compare the focal firm's approach
to that of a competitor and highlight the differences in strategy,
implementation and results.
- Finally, you will make a set of recommendations of how to further
leverage the chosen CRM approach.
Information
sources for the report are secondary data sources (such as newspapers,
trade magazines, analyst reports) or primary data sources (such
as interviews). A caveat: there is very much information on this
topic on the Internet. The problem with much of this is that it
doesn't offer a great deal of insight. Therefore, I urge you to
be critical with this information.
Besides this
"standard" project, I have a number of specific topic
suggestions, which I will present in class.
Evaluation
The project will be evaluated on:
- The degree of insight offered (as compared to description)
- The link to concepts presented in the course (the quality of
the link is critical, not the number of concepts used)
- Whether the recommendations are valuable, realistic, and well
supported
The grade is
a group grade and thus assigned equally to all group members.
2. Group
Project Presentations
The group project will be presented at the last day of class.
The PPT slides
of the presentation have to be turned in (electronically) at the
latest on October 6th, no later than 15:00h.
This gives me just sufficient
time to have them prepared as handouts for the last class.
Evaluation
The presentation evaluation is based on peer evaluation. Your class
members will rate your presentation on the basis of content and
style.
The grade is
a group grade and thus assigned equally to all group members.
3. Reports on customer profitability exercise
The customer profitability exercise consists of two mini reports:
the answers to the respective case questions on Pilgrim Bank (A)
and Pilgrim Bank (B). The reports are due at the beginning of the
respective class.
The grade is
a group grade and thus assigned equally to all group members.
4. Individual class participation
Students achieve high participation grades when:
- they are physically and mentally present in class.
- they are very well prepared and their comments reflect it.
- they listen effectively. Their comments are linked to the current
discussion in class. In other words, their comments move the discussion
forward & do not merely restate what someone else already said
or are only remotely related to what had been said before.
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