Customer Relationship Management
Presented By : Dr. Garima Malik Marketing & Sales
Date : 5/12/2011
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
Evaluation Criteria for CRM
Mid Term = 10 Marks CRM Project = 10 Marks Class Participation =5 Marks Class Attendance = 5 Marks
Alok Kumar. Tata McGraw Hill.Shajahan (2009). Rakesh Sharma (2009). Macmillan India.
S. Relationship Marketing. Pearson Education . Customer Relationship Management ± Concepts and Application. The CRM Hand book. Biztantra Publication
. Chhabi Sinha.Books
G Shainesh & Jagdish N Sheth. Customer Relationship Management-A Strategic Approach. New Delhi Jill Dyche (2006). (2006).
tools and support systems that companies are implementing to develop effective relationship with key customers
.Objective of the Course
To understand the concept and practice of CRM To understanding of various strategic and tactical approaches.
E-CRM. Different perspective of CRM. Benefits of CRM. ICFAI Journal of Marketing Management.Module I
Introduction to CRM Difference between transaction and CRM Database Marketing Relationship Marketing Experiential Marketing Framework of CRM and its Evolution Elements of CRM. Vol.IV Feb 2005
. Cases: IBM E-CRM Initatives ICICI Bank CRM Initative Research Paper: Customization : Getting to the Customer. Types of CRM.
Vol. Managing the customer as an asset. pp. Customer Touch points.381
. Key Principles of Relationship marketing Relationship marketing and Value chain. Customer privacy.379 . Knowledge Economy Age). Service Economy age.Module II
Introduction (Pre Industrial age. Industrial age. Key Account Management. 23 Iss: 7. Journal of Consumer Marketing . Customer Value: Concept and characteristics.
Cases:Lessons in Customer Service From Wal-Mart. Research Paper: ³Using customer equity models to improve loyalty and profits´.
Planning Phase.Module III
CRM cycle (Assessment Phase. 2006
. 1 No. The Executive Phase ) Customer Acquisition Strategies Customer Retention Strategies Customer Loyalty Cases: ³Building 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.
Presented in the conference at IIM. Indore 25-28th September 2010
. Cases:Customer Service at Singapore Airlines BSNL Service Recovery Research Paper: ³Service Failure and Complaining Behavior in Indian Banking Industry: A Factor Analytic Study ³. Telecom Industry and Product Markets. Aviation. Retail.Module IV
Service Customer Classification (Service Marketing Mix ) Service Recovery Key Account Management CRM practices and Application Banking. Pharmaceutical Industry. Hospitality.
Saleslogix. Lead and Knowledge Management. People soft. Smiles. Seibel.Module V
e CRM and Portal eCRM Feature eCRM Software Implementation Sales Force Automation . Contact. Oracle. Data Mining. Activity. SAP. Study of Different Software. Enterprise Resource Planning (ERP).Sales Process. Data Warehouse.
learning from customer defections. preparing a business plan requirements Cases: CRM Implementation Failure at Cigna Corporation Research Paper: ³A FRAMEWORK FOR SUCCESSFUL CRM IMPLEMENTATION´.
. evaluating customer retention plan.Module VI
CRM Implementation Road Map Service Recovery CRM Roadblocks (Phased development. European and Mediterranean Conference on Information System 2009. Emerging trends in CRM ) Defining success factors.
Evaluated on 10 Marks Submission Date: 5th Feb 2012 GO
.Live Project (Assignment)
You are instructed to select a company of your choice from the sector of your choice from the sector given. You are to submit the company¶s name to the undersigned by 22nd December¶11.´ Banking Telecom Retail Hospitality Aviation Pharmaceutical Note: Care to be taken that no two people have the same company. ³ Study the Customer Relationship Programme running in the Organization.
List of Sectors
I.T FMCG Automobiles Retail Healthcare Food & Beverages Tourism Airlines Banks