LESSON PLANNING

PGDM II year (Term V)

Session- 2018-20

Customer Relationship Management

Subject Code:

Course Credits: 3
Teaching Hours: 30 Hrs

Prepared By: Dr.Kalyan Kumar De

E-mail: kalyankumarde@its.edu.in
 Course Manual
COURSE OBJECTIVES:

The objectives of this course:

 Understand what CRM and its conceptual foundations are

 Understand the interaction of CRM with corporate strategy, organizational
structure, and various other aspects of product/service delivery life cycle
 Gain knowledge of CRM strategies implementation, both in B-to-B and in B-to-C
 learn measuring and managing customer satisfaction, customer loyalty and
customer profitability
 Get acquainted with some of the basic CRM analytic tools.

LEARNING OUTCOMES:
On completion of this course, students will be able to:

 Understand the importance of managing relationships and its implication on overall

marketing/business strategy.
 Understand various models of CRM and the factors affecting relationship strength.
 Participate in developing appropriate CRM strategy within overall
marketing/business strategy
 Understand the concept of social CRM and role of social media in relationship
management
 Understand the role of measuring and managing customer satisfaction, customer
loyalty and customer profitability
 How one uses some of the basic CRM analytic tools

PRE- REQUISITES:
CRM has emerged as a major strategic step forward towards enhancing customer
satisfaction in today’s scenario of intensified market competition. In fact, it is a key
initiative to achieve and sustain competitive advantage, specially as products get more and
more commoditized on account of the rapid pace of technological development. Students
must have a clear understanding of the key building blocks of marketing – segmentation,
targeting, positioning, marketing mix elements- to achieve maximum advantage from this
course.
BOOKS AND REFERENCES:

Text Book:

1. N. H. Mullick; Customer Relationship Management; Oxford University Press

Additional Readings:

1. Francis Buttle; Customer Relationship Management – Concepts and Technologies;

Butterworth- Heinimann (An imprint of Elsevier)
2. Jill Dyche; The CRM Handbook – A business guide to Customer relationship
Management; Dorling Kindersley (India) Pvt. Ltd, Licensees of Pearson Education in
south Asia
3. Roger J. Baran, Robert J. Galka, Daniel P. Stunk, Customer Relationship Management;
South –Western, Cengage Learning

Online Resources:

https://www.onebusiness.ca/sites/default/files/MEDI_Booklet_Customer_Relationship
_Management_Accessible_E.pdf
https://www.tutorialspoint.com/customer_relationship_management/customer_relati
onship_management_tutorial.pdf
http://www.pondiuni.edu.in/storage/dde/downloads/markiv_crm.pdf
http://library.ku.ac.ke/wp-
content/downloads/2011/08/Bookboon/Marketing/customer-relationship-
management.pdf

VII. ASSESSMENT CRITERIA:

A. Internal Component Marks (40)

1a Class test 1 10
1b Class test 2 10
2a Group presentation 1 10
2b Group Presentation 2 10

B. End Tem Examination Marks (60)

End term examination will be of 2.30 hrs.
SESSION PLAN

Topic Session Cum. Pedagogy References

session
Unit1. Theory and Development (12 hours)
Unit Objectives
 To help students develop an understanding of scope and importance of CRM in contemporary
business environment.
 To familiarize students with different types of CRM and the importance of each in the overall
business context.
 To familiarize students with the theoretical models of CRM and the key technological
components of a CRM system.
 To sensitize students to the kinds of businesses that stand to gain the most from CRM.
 To enable students to appreciate the need for CRM integration in an organization.

1.1 In- class Textbook pp. 3-10.

Meaning, purpose, benefits of CRM in the short group
context of business and marketing. 2 2 exercise;
Lecture &
Discussion
1.2 Case Textbook pp.10-17.
Reasons for the rise of CRM. Discussion/ Case: CRM at an
Introduction to Strategic CRM, Operational Lecture Indian Kirana store
CRM, Analytical CRM, Collaborative CRM. 2 4 (N H Mullick, Pg
CRM constituencies. Misunderstandings 37)
about CRM.

1.3 Lecture & Textbook pp.314-

Benefits of CRM application Discussion. 319 & 18-33
Tangible components of CRM. Group ppts.
2 6
Peppers’ and Rogers’ IDIC model.
Software applications in the CRM market.
Understanding relationships.
1.4 Lecture &
Understanding relationships. Relationship Discussion.
quality and Characteristics of a relationship.
Situations where relationship marketing is 2 8
most applicable and where it is not – from
the perspectives of the marketers and those
of customers.
1.5 Lecture & Textbook pp.37-43
CRM integration in an organization -1: Case study Case Study:
 Customer-centricity as a culture discussion Amazon.com
 Challenges of becoming a customer 2 10
centric organization
 Best practices of customer-
centricity
  Measuring success of adopting
customer-centricity
1.6 Lecture and Textbook pp.44-56
CRM integration in an organization -2: case study Case Study: ABB
 Necessity of integration and reasons discussion Super Specialty
2 12
thereof Hospital
 Factors responsible for integration I
CRM

LEARNING OUTCOME: The students will be able to

 Explain the scope and importance of CRM in contemporary business environment.
 Describe the different types of CRM and the importance of each in the overall business context.
 Explain the theoretical models of CRM and identify the key technological components of a CRM
system.
 Identify the kinds of businesses that stand to gain the most from CRM.
 Explain the challenges and enumerate the factors for CRM integration in an organization.

Unit2. Marketing Strategy and CRM (14 hours)

UNIT OBJECTIVES
 To help students understand the key constructs in customer-company profit chain
 To familiarize the students with the concept of CLV the deployment of CRM for improved
customer acquisition.
 To enable an understanding of the CRM process.
 To enable the conceptualization and evaluation of loyalty programs
 To familiarize students with various retention strategies appropriate to different phases of a
customer’s lifecycle.

2.1 Lecture & Textbook pp. 57-65

Understanding key constructs in Customer- Discussion
2 14
Company profit chain. Satisfaction and
Loyalty.
2.2 Lecture & Textbook pp.66-77
Relationship between customer loyalty and discussion
company profitability. Customer lifetime
value. Types of businesses that would gain
2 16
the most from CRM. CRM Strategy cycle.
Tactical CRM. Role of CRM in Customer
acquisition stage.
2.3 Lecture & Textbook pp.78-
CRM process: Case study 103
 Objectives of CRM process Discussion Case Study: Need
 4 Cs of CRM process for CRM at an
3 19 Automobile
 Cost and benefit analysis of CRM
 Phases of CRM cycle Dealership
 CRM process in diverse companies

2.4 Lecture & Textbook pp.171-

3 22
Bought Loyalty programs vs. Earned discussion 192
Loyalty programs. Limited Loyalty
programs vs. Open Loyalty programs.
Devising a Loyalty program – 9 steps. 7
steps to building loyalty
2.5 Lecture & Textbook pp.192-
Recovery Management. discussion 208
Customer complaint management.
Customer experience management.
2 24
Managing a waiting customer.
Increasing SOW.
RFM analysis.

2.6 Lecture & Textbook pp.208-

CRM and customer retention and Case study 216
development strategies. discussion Case study: Credit
Negative and Positive retention strategies. Card Industry
2 26
Social bonds and Structural bonds.
Sources of Customer commitment.
What kind of customers should be retained?

LEARNING OUTCOME: Students will be able to

 Explain the key constructs in customer-company profit chain
 Calculate CLV and choose appropriate strategies for the deployment of CRM for improved
customer acquisition.
 Explain different stages of the CRM process.
 Conceptualize and evaluate loyalty programs
 Evaluate various retention strategies appropriate to different phases of a customer’s lifecycle.

Unit 3. CRM Technologies and applications (4 hours)

UNIT OBJECTIVES
 To instill familiarity with a broad spectrum of technologies used for CRM implementation.
 To make students aware of the scope of CRM application in a diverse set of industries.

3.1 Lecture & Textbook pp.244-

Technological developments in CRM: Discussion 260
 Cloud based CRM
 SaaS. PaaS. IaaS
 E-CRM – features, components,
2 28
levels and technologies
 CRM software
 Salesforce Automation and Mobile
CRM

3.2 Group Textbook pp.320-

Evolution of CRM application in various 2 30 presenta- 331
sectors: tions
  Hospitality
 Airlines
 Health-care
 Banking
 Insurance
 Consumer markets
 Retailing
 Telecom
 Business markets
 Horizontal alliances

LEARNING OUTCOME- Students will be able to

 Enumerate a broad spectrum of technologies used for CRM implementation.
 Describe the scope of CRM application in a diverse set of industries.