Customer Relationship Management

Presented By : Dr. Garima Malik Marketing & Sales

Date : 5/12/2011

Teaching Pedagogy

• Class Room Teaching

( Total 5 Modules consist 27 sessions and 5 sessions for presentations on CRM Projects)

• Case Studies

( Each module consist 2 case studies )

• Research Papers

( Published in refereed journal of management related to CRM)

• CRM Project Live Project

Evaluation Criteria for CRM

• Mid Term = 10 Marks• CRM Project = 10

Marks• Class Participation =5

Marks• Class Attendance = 5

Marks

Books

Text Books• G Shainesh & Jagdish N Sheth, (2006), Customer Relationship

Management-A Strategic Approach, Macmillan India, New Delhi • Jill Dyche (2006), The CRM Hand book, Pearson Education .

Reference Books• S.Shajahan (2009), Relationship Marketing, Tata McGraw Hill.• Alok Kumar, Chhabi Sinha, Rakesh Sharma (2009), Customer

Relationship Management – Concepts and Application, Biztantra Publication

Objective of the Course

•To understand the concept and practice

of CRM

• To understanding of various strategic and tactical approaches, tools and support systems that companies are implementing to develop effective relationship with key customers

Module I Session: 4 • Introduction to CRM• Difference between transaction and CRM• Database Marketing• Relationship Marketing• Experiential Marketing• Framework of CRM and its Evolution• Elements of CRM, Different perspective of CRM, • Types of CRM, Benefits of CRM, • E-CRM.• Cases: IBM E-CRM Initatives

ICICI Bank CRM Initative Research Paper: Customization : Getting to the Customer,

ICFAI Journal of Marketing Management, Vol.IV Feb 2005

Module II Session: 4

• Introduction (Pre Industrial age, Industrial age, Service Economy age, Knowledge Economy Age),

• Key Principles of Relationship marketing• Relationship marketing and Value chain, • Managing the customer as an asset,• Customer Touch points, • Customer privacy, Customer Value: Concept and characteristics, • Key Account Management,                                                   

Cases:Lessons in Customer Service From Wal-Mart.• Research Paper: “Using customer equity models to

improve loyalty and profits”, Journal of Consumer Marketing,Vol. 23 Iss: 7, pp.379 - 381

Module III Session: 6 • CRM cycle (Assessment Phase; Planning Phase;

The Executive Phase )• Customer Acquisition Strategies • Customer Retention Strategies • Customer Loyalty                                                  • Cases: “Building Johnson & Johnson's 'Camp

Baby': Great Customer Relationship Management or Public Relations Fiasco

• Research Paper: relationship with customers by using technological solutions in commercial banks of Latvia” Baltic Journal of Management Vol. 1 No. 1, 2006

Module IV Session: 8 • Service Customer Classification (Service Marketing Mix )• Service Recovery • Key Account Management• CRM practices and Application

Banking, Retail, Aviation, Hospitality, Pharmaceutical Industry, Telecom Industry and Product Markets.                                                  

• Cases:Customer Service at Singapore Airlines BSNL Service Recovery Research Paper: “Service Failure and Complaining

Behavior in Indian Banking Industry: A Factor Analytic Study “, Presented in the conference at IIM, Indore 25-28th September 2010

Module V Session 4

• e CRM and Portal• eCRM Feature• eCRM Software Implementation Sales Force Automation - Sales

Process, Activity, Contact, Lead and Knowledge Management, Enterprise Resource Planning (ERP), Data Mining, Data Warehouse, Study of Different Software, Saleslogix.com, SAP, Seibel, People soft, Smiles, Oracle.

Module VI Session: 4 • CRM Implementation Road Map Service Recovery • CRM Roadblocks (Phased development, learning from

customer defections, evaluating customer retention plan, Emerging trends in CRM )

• Defining success factors, preparing a business plan - requirements

                                          • Cases: CRM Implementation Failure at Cigna Corporation Research Paper: “A FRAMEWORK FOR SUCCESSFUL

CRM IMPLEMENTATION”, European and Mediterranean Conference on Information System 2009,

You are instructed to select a company of your choice from the sector of your choice from the sector given. “ Study the Customer Relationship Programme running in the Organization.”

Banking

Telecom

Retail

Hospitality

Aviation

Pharmaceutical

Note: Care to be taken that no two people have the same company. You are to submit the company’s name to the undersigned by 22nd December’11.

Evaluated on 10 Marks

Submission Date: 5th Feb 2012

Live Project (Assignment)

GO

List of Sectors

• I.T• FMCG• Automobiles• Retail• Healthcare• Food & Beverages• Tourism• Airlines• Banks