COURSE NUMBER:  MBA 247B-3A

COURSE TITLE: From Mass Customization to ePersonalization: What Customer Orientation Really Means

UNITS OF CREDIT: 1

INSTRUCTOR:  Arie Segev

E-MAIL ADDRESS:  segev@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL): For Extended description e-mail

instructor or see  http://haas.berkeley.edu/citm/customer#1

MEETING DAY(S)/TIME:  Monday, 4:00-6:00 PM

This class will meet on the following Mondays: 1/24, 1/31, 2/7, 2/14, 2/28, 3/7, & 3/14/2005

PREREQUISITE(S): N/A

CLASS FORMAT: Mixture

REQUIRED READINGS:

A Practical Guide to CRM by Janice Reynolds, CMP Books (2002)

BASIS FOR FINAL GRADE:

Term Paper(in groups: 70%

Class participation 30%

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

Customer focus coupled with advanced technologies has been a driving force in eBusiness transformation.  A key technology - Customer Relationship Management (CRM) - has resulted in disappointed executives who expected it to make them customer oriented. In this short course we will cover the following topics:

. The evolution of customer orientation and what it really means

. The implications of a correct definition of customer orientation:

         - A differentiation between customer-centric and customer-orientation

         - A new definition of ePersonalization

. The fundamental differences between Mass Customization and

Personalization

. A new definition of the Personalized Corporation and its implications

. A methodology - referred to as Context Dependent Process

Interleaving - for process transformation that is consistent with the above concepts.

. The implications of outsourcing and call center strategies on customer orientation

. While the Process Interleaving will be studied in the context of customer interaction, it is a very powerful approach to any process transformation and for identification of new business opportunity. The full semester companion course (MMBA247B-1 Th 06:00PM - 09:30PM) covers the methodology in more details and its application different types processes (procurement, logistics, supply chains, etc)

The lectures are intended to be highly interactive and leverage basic readings, new concepts and students' experiences. Students with no prior knowledge as well as those with significant knowledge and experience in eBusiness, marketing and customer support are encouraged to take the class (the ones with prior experience will benefit by gaining a new powerful and practical perspective of familiar  processes and issues).

BIOGRAPHICAL SKETCH:

Arie Segev is a Professor of Business and the Director of the Fisher Center for Information Technology & Marketplace Transformation (CITM) at the Haas School of Business, University of California, Berkeley, where he has been leading research projects and out-reach activities in the areas of business-to-business E-commerce and marketplace intermediation. Since founding the Fisher Center in 1995, Professor Segev has been pursuing projects on business and technology issues in eBusiness. Recently, his research has been focused on eBusiness transformation and business process management in areas such as procurement of complex services, customer interaction and channel integration, and information management & quality.

Professor Segev has published over 100 papers on the above topics in leading journals and conferences, consulted government and industry, and is the recipient of major research grants Professor Segev received his Ph.D. in Computers and Information Systems, and an M.S. in Operations Research from the Graduate School of Management, The University of Rochester in 1983 and 1981 respectively, and an M.Sc. and B.Sc in Industrial and Management Engineering from the Technion-Israel Institute of Technology in 1979 and 1974 respectively.