Performance Indicator: CR:018

Curriculum Framework:
Business Administration Core

Performance Element: Understand the nature of customer relationship management to show its contributions to a company.

Performance Indicator: CR:018
Describe the use of technology in customer relationship management

Concept/Skill: C

Curriculum Planning Level: SP

Objectives:

a. Define the following terms: client intelligence, cross-selling, up-selling, relationship mapping, personalization, segmentation, and clustering.
b. Explain the difference between customer relationship management technology and customer relationship management.
c. Describe types of customer relationship management tools (e.g., CRM applications, databases, data warehouses, etc.).
d. Discuss customer relationship management software approaches (e.g., operational, analytical, collaborative, sales force automation, etc.).
e. Explain types of data commonly stored in a CRM system (e.g., contact data, demographic data, transactional data, relationship data, etc.).
f. Discuss the benefits and drawbacks associated with CRM technology.
g. Explain how CRM technology can be used to create a “single view” of a customer.
h. Explain the importance of cleansing, standardizing, and updating data in a CRM data warehouse.

Activity:

Ask students to conduct research to determine the types of CRM technology that are appropriate for the local business used in the previous activity. If possible, have them obtain the software—through a school lab, business partner, sample on the Internet, etc. Ask students to work with the software and to answer the questions in the CRM Technology handout.

Or, instruct each student to either visit a local business or talk with a business partner to discuss how the use of technology has impacted customer relationship management at that business. Each student should determine the types of technology the business uses and how their use has benefited the business. Students should report their findings to the class.

Crosswalks

21st Century Skills
Critical Thinking & Problem Solving (1)
Critical Thinking & Problem Solving (2)
Critical Thinking & Problem Solving (3)
Communication & Collaboration (1)
ICT (Information, Communications & Technology) Literacy (1)
SCANS
Information: (5) Acquires and Evaluates Information
Systems: (15) Understands Systems
Basic Skills: (1) Reading
Basic Skills: (2) Writing
Thinking Skills: (12) Reasoning

Reference Websites

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Title: Is CRM data an asset in its own right?
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Copyright: 2009, April 30
Accessed on: 2015-05-06

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Accessed on: 2015-05-06

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Accessed on: 2017-04-17

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Copyright: 2009, March
Accessed on: 2017-04-17

Title: Is CRM technology living up to the hype?
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Copyright: n.d.
Accessed on: 2015-05-06

Title: Podcast 1 - CRM Technology Changes
Author: Murphy, E.
URL: https://www.youtube.com/watch?v=J4JvMtupiWc

Copyright: 2015, November 15
Accessed on: 2017-05-18

Title: Introduction to CRM sales force automation.
Author: Salesboom.com
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Copyright: n.d.
Accessed on: 2015-05-06

Title: Sales 2.0: How businesses are using online collaboration to spark sales.
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Copyright: n.d.
Accessed on: 2017-04-17