The Value of Loyalty Programs
In this exercise, students need to decide whether a large retail chain would benefit from implementing a customer loyalty program.
crm
Developing a CRM Strategy
In this activity, students act as consultants for a music festival, with their task being to develop a strategy to increase attendance and profitability for this annual event.
Impact of Reduced Staff Empowerment
Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.
Designing Internal Marketing Campaigns
For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
Should We Empower Our Staff?
A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?
Should We Introduce a CRM Program?
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
Working with Customer Lifetime Value
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
Calculating Customer Lifetime Value (Impact of Future Years)
In this exercise, the student’s task is to calculate the customer lifetime value (CLV) for two retailers and will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
Switching Barriers (Customer Retention)
Customer retention can also be enhanced through the creation of switching barriers, with the task being to review examples to assess the likely satisfaction level of the customer involved.
Perceptions of CRM
In this exercise, students will evaluate the potential benefits and limitations of customer relationship management (CRM).
