Specific topics are likely to include:
What is a customer-focused organization? Why is CRM important?
Defining and measuring Customer Lifetime Value (CLV)?
Identifying and measuring CRM metrics
Models of customer acquisition
Models of customer retention and churn
Balancing acquisition and retention through Optimal Resource Allocation (ORA)
Models of customer growth
Models of customer win-back and Second Customer Lifetime Value (SCLV)
Models of cross-buying and multichannel shopping
Implementation and Field Experiments
The students in this course will be expected to prepare for each class by reading articles assigned by the instructors which will be related to the topic of the class. After most classes the students will be expected to estimate empirical models and interpret results with sample data provided by the instructors related to the topic of the class. The goal at the end of the course is for students to better understand key research questions in the CRM literature and have a basic understanding of appropriate methodologies to apply given the key research question.
The course will be offered on Friday afternoons from 2:00pm-4:00pm ET beginning on October 11th. The course consists of ten sessions of 120 minutes each. If needed, a technology session will be scheduled before the course begins.