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Peer Review

Customer Relationship Management



Overall Numeric Rating:

3.75 stars
Content Quality: 4 stars
Effectiveness: 3 stars
Ease of Use: 4 stars
Reviewed: Feb 05, 2010 by Business Editorial Board
Overview: The material is a Power Point presentation, in PDF format, by Richard Ponsonby, Customer Intelligence Principal, IBM Global Services. It provides a relatively detailed look at Customer Relationship Management, specifically focusing on the roles of market segmentation and measurement. Topics include the balance of marketing measures, making the important measurable, changing the organization, and some insights into what IBM is seeing in the marketplace.
Type of Material: Presentation
Recommended Uses: Graphics from this presentation could be used in class. It could also be assigned as review material for homework. This material would be useful as reference material for instructors as they prepare their own CRM lectures.
Technical Requirements: In addition to a web browser such as Internet Explorer or Firefox, the user will need Adobe Reader.
Identify Major Learning Goals: Although learning goals are not stated, the objective of the presentation appears to be informative in nature, i.e., informing the reader about CRM and its uses, including what is needed for a successful CRM implementation. The goal of this material is to present a comprehensive overview of CRM including what it is, how to measure it, how to implement effective CRM strategies, and current trends in the marketplace.
Target Student Population: Undergraduate and/or graduate students. The material, in its current form, is not appropriate for a student population. However, instructors who discuss CRM in class may find the material useful in lecture preparation.
Prerequisite Knowledge or Skills: A very comprehensive knowledge of CRM terminology as applied by IBM is necessary to utilize this material. Students would require a basic definition of customer relationship management (CRM), and a preliminary understanding of its application.

Evaluation and Observation

Content Quality

Rating: 4 stars
Strengths: The overall quality of the content is high. The concept of CRM is presented clearly, with examples provided. Materials are up-to-date and relevant. The material could be used without requiring an assignment. Information is accurate, and could be used in a variety of ways. Concepts are summarized well, and integrated with other ideas. This material provides very detailed information on CRM. Mr. Ponsonby addresses critical issues such as the evolution of CRM theory, measurement concerns, and the future of CRM.
Concerns: Students with a limited understanding of marketing may have difficulty grasping the concepts without additional explanation. Without hearing Mr. Ponsonby's explanation of the slides (a.k.a. the actual presentation), much of this information is meaningless. Like any lecture, the slides are there to supplement the actual discussion, not substitute for it. There are many potentially interesting slides, but without more information, the viewer is left to guess as to their meaning. For instance, slide 11 refers to patterns in data mining and contains a chart representing results from such an undertaking. Three clusters emerge, but beyond that, the viewer does not understand the context of the study, what these clusters represent, and what they would mean in relation to CRM.

Potential Effectiveness as a Teaching Tool

Rating: 3 stars
Strengths: Students could learn a great deal from this presentation. Concepts are reinforced progressively, and the relationships between concepts are discussed. Essentially, the author describes what is needed in a CRM system, and then describes what is needed to implement such a system effectively. Sufficient detail is provided on each element. The discussion of measurement is thorough. The Balanced Scorecard is utilized effectively. This material has the potential to be very valuable. However, in its current form and without additional material or readings, this reviewer sees very little value in this material. Perhaps, a small percentage of the slides could be used in instructors' own lectures.
Concerns: Learning objectives are implicit. In addition, I suspect the presentation would be more effective if a voice-over was included. Some of the concepts and ideas presented would benefit from further explanation.

Ease of Use for Both Students and Faculty

Rating: 4 stars
Strengths: The presentation is very easy to use. It is easy to move through the slides relatively quickly and still understand the key points. The slides are visually appealing and of a high design quality. It is very easy to access and view this material. However, to use the material in any meaningful way is quite difficult for the reasons previously outlined.
Concerns: None. There are no concerns when it comes to viewing the material. However, this reviewer, who is quite familiar with CRM, is perplexed as to the value of this material in its current form.

Other Issues and Comments: In my opinion, this is a very good tool. I will utilize it in my classes when I discuss CRM. There is great potential for this material, but unless this potential is realized, the material has little value.