Global Customer Relationship Models (5cr)

Objective

This is an ideal course for students targeting for management positions in highly networked/globally oriented service industries. The course will provide the latest trends of customer relationship ecosystems (with special emphasis in the hospitality and airline industries, which are leading the collaborative economy platforms). Participants will obtain a comprehensive overview and assessment of the platforms available, operational models and revenue structuring strategies (P2P, B2C, B2B and C2B).
Later on, the course will provide a clear overview of the implications of Internet of Things (IOT) in service industries with its revolutionary impact in customer relations, professional and support services (HR, IT, and maintenance management among others).
In the second half, the course will provide participants with a full set of marketing tools to design, implement and evaluate a customer relationship process coherent with the company image, service level and positioning. The course will provide the visual and strategically actionable customer relationship design tools. The strategic relationship frameworks will be complemented with a set of metrics for monitoring customer relationships effectiveness and profitability.
Finally, the course will end with a comprehensive analysis of global network alliance partnerships. Participants will be provided with a consulting-based set of management tools and roadmaps for designing alliance networks, assessing/recruiting partners and managing joint operations.

Content

1. The new customer ecosystems: sharing economy/crowd-based customer platforms and the Internet of Things (IOC). Impact in business strategy and customer relationships.
2. Platform-based customer relationship modeling: crowd collaboration structures C2C, B2C, B2B, C2B. Business model design, revenue structures.
3. Customer Relationship Process Design: complete portfolio of customer partnership alternatives, from transaction-based relationship models, loyalty based, joint procurement process based and comprehensive service co-development relationships
4. Global Customer Relationship Metrics and Indicators
5. Global Network Partnerships and Alliances Design and Management