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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.LOBLEIN
Intervenant(s)Gérard LOBLEIN

Pré requis


Objectifs du cours

At the end of the course, the Students will understand the CRM basics (including objectives and levers)
The course will be focused on CRM and “Loyalty” process - a key factor and differentiator for business - besides “Acquisition”.
The Students will understand the interest of a segmented and personalized service as a way to differentiate companies and make them successful

Contenu du cours

- Understand the basics of the CRM and the importance of customer services for the companies, the stakes and the pursued objectives
- CRM Definition and content which varies from one company to another
- Define and decline Clients’ expectations and behavior (evolution)
- CRM contribution to the Business Strategy / Customer Strategy differentiation:
Get Satisfaction, develop Loyalty, improvement of the ARPU (up and cross selling), Profitability, Competitive Advantage/ Differentiation, Information to the Company
- Define leverages of performance (HR, organization & processes, management and measurement of Performance, communication, technical platform, etc.).
- And Understand how to implement/set up CRM Activities to target the different objectives defined above
- Be aware of the discrepancy between CRM Objectives / Intentions and the ability to set up CRM Activities (Operations). How to do it real?
- Understand the importance of business organization, processes and management
- How to measure Clients’ satisfaction :
´ Internal KPIs (Processes and procedures, Efficiency)
´ Clients’ Satisfaction: objective and perceived measurement (NPS, CES, etc.)
- Analyse the impacts of a multichannel CRM / Take into account the development of digital channels for CRM
- Clients’ journey key steps
- Make the different channels consistent and seamless from a Customer’s standpoint
- Ability for the departments involved in the CRMC process to work out of their own silo and target a transversal CRM process & organization
- Present the various types/ channels of customer services and the way to activate

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project20,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Interactive class


Detailed assessment criteria will be given in the first class

Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study0,00130,00
Individual Project8,00130,00
TOTAL     100,00


  • V. Kumar, W. Reinartz, Customer Relationship Management, second edition (2012). Springer -

  • Dave Chaffey. Fiona Ellis-Chadwick “Digital Marketing, Strategy, Implementation and Practice (Fifth Edition), Pearson (2012) -

  • Ad Nederlof, Dr. jon Anton “Customer Obsession”, The Anton Press (2012) -

* Informations non contractuelles et pouvant être soumises à modification
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