ARC: Teaching: Cases: Customer Relationship Management
areas: relationships: teaching
ARContributions by Hope Corrigan, Hari S. Hariharan, Rajiv Kashyap, Katherine N. Lemon, Chris Plouffe, Werner Reinartz, Lluìs G. Renart and Zinaida Taran
Please send any corrections or additions to arc@ama.org.
- The textbook, Customer Equity Management by Rust, Lemon and Narayandas has about 20 cases in it, all of which are HBS cases.
- "Customer Relationship Management at Capital One" by Werner Reinartz, available at http://www.reinartz.com/teaching/teachMaterial.html.
- Spainsko written by Lluis Renart (Inspection copy and Teaching Notes in English available from IESE Publishing Web page: http://www.iesep.com/index.pl?en=1)
- Hewlett-Packard DesignJet Online, by Lluis Renart (Also see http://www.iesep.com/index.pl?en=1)
- IMAGINARIUM (Winner of the recently announced 2004 "Marketing" category award in the European Case Writing Competition organised by the European Foundation for Management Development - EFMD), by Lluis Renart (Also see http://www.iesep.com/index.pl?en=1)
- There is the short article, “Cross-selling Drives CRM Growth in Banking.” Call Center, June 1, 2002, p10. (Business & Company Resource Center) and asked...How is the banking industry using CRM? as a homework assignment. Then this can be discussed this in class.
- You could ask students how Pier 1 Imports uses their credit card (http://www.pier1.com/company/creditcard.asp) as an example of the segments of the Customer Pyramid.
- Harrah's Entertainment, Inc. by Rajiv Lal, Patricia Martone Carrolo. Available from HBS at http://www.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=502011.
- Hilton Rewards, by John Deighton and Stowe Shoemaker. Available from HBS at http://www.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=501010
- "London Jets" by MR Pearce, J. Bycraft and C. Hensler available from the Ivey Business school at http://www1.ivey.ca/cases/caseabs.asp?IndexProduct=9B02A022&ptype=1.
- You can get hands-on CRM exercises on a small budget through a free account on http://www.freecrm.com or get a free trial (sometimes they extend it for a college) at http://www.salesforce.com