Enterprise Systems II: Customer-oriented Models

The starting point of the course is the continuous influence of digitalisation on value creation logics in business relations and transactions. The course assumes a supplier-customer relations perspective and covers how customer relations are managed. The course covers the following: \- marketing relations perspectives on business processes and systems use, and the matching rate between processes and systems, \- systems that aim to support the handling of customer relations, CRM, which is a key module in business systems, \- AI applications integrated in different processes and supported by a CRM system, and \- customer loyalty in relation to CRM systems and AI. A written hand-in assignment completed in groups consists of an academic project report. The project, which is a core course component, is academic and recommendation-oriented. It involves an empirical study of customer relations management in relation to the implementation or use of CRM systems from a relational perspective.