Class Highlight : the “CRM Strategy” course

On January 10, 2026, a group work presentation session was held in the “CRM Strategy” course (Instructor: Masashi Sakamoto, Adjunct Lecturer), featuring guest speakers from the Customer Development Office, Sales Strategy Division of Keio Plaza Hotel: Mr. Shoji, General Manager; Mr. Sato, Deputy Director; and Mr. Tanabe, Supervisor.

In this course, students examined the CRM strategy of Keio Plaza Hotel as the central theme, working in groups to develop proposals on topics such as customer touchpoint design, the definition of high-value customers, and the structure of membership programs. As part of their research, students proactively deepened their understanding of the customer experience by visiting the hotel in person and registering for its membership program.

Mr. Shoji provided practical feedback on each group’s presentation from a real-world business perspective. Regarding the proposals, he commented that they were “unique and interesting in perspective” and that “some could be used directly as internal materials,” indicating a high level of evaluation for the quality of the students’ analyses and proposals.

By using a real company as the subject matter and encouraging students to move back and forth between theory and practice, this course offered a valuable learning opportunity for students to develop a practical understanding of CRM strategy.