JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

PGDM (G-SM-M) TRIMESTER V; ACADEMIC YEAR 2018-19

Course Code and title MKT 502 Customer Relationship Management

Credits 3
Term and Year V Term, 2019 -20
Course Pre-requisite(s) Fundamentals of Marketing
Course Requirement(s) Fundamentals of Marketing
Course Schedule (day and time of class) As per Time Table
Classroom # (Location) As per Time Table
Course Instructor Prof. Joy Patra / Dr. Banasree Dey
Course Instructor Email
Course Instructor Phone (Office)
Student Consultation Hours
Office location

1. Course Overview

Customer Relationship Management (CRM) is not just a marketing initiative; it has become a strategic
initiative in most companies today. Therefore, the study of CRM has become imperative for aspiring
management professionals. The basic purpose of this course is to acquaint students with the
conceptual foundations of CRM, examining industry practices and discussing the relevant issues in
implementation of CRM. It also addresses the significance of CRM as a field of practice and its salience
for business entities, social institutions as well as community at large. During the course of studying
CRM, students are expected to comprehend and critique the principles, models, and strategies of CRM.
They are also expected to understand and manage customer life cycle, technology in CRM, the issues in
implementation of CRM as well as it applications across industries such as banking, retail, insurance,
hospitality etc.

2. Course Learning Outcomes (CLO)

At the end of the course, the students should be able to:

CLO1: Apply concepts fundamental to managing customer relationships (K)
CLO2: Assess the impact of Technology on delivery of CRM (K)
CLO3: Evaluate best practices of CRM (S)

3. Mapping of CLOs with PLOs

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 PLO-1 PLO-2 PLO-3
PLO-5
Comm Demonst Apply
Evaluate PLO6 PLO-7
unicat e rate relevan PLO-4
the Discus Leverag
effecti vely Leadersh t Develop relations PLO-8
s e
and display ip and concept an Demons
Teamwor
hip sustain technol
interperso ual entrepre trate
betwee able ogies
n k framew n eurial capabili
n and for
nel skills. towards orks for mindset t y as an
business ethical busines
achieve effectiv for Indepen
m optimal environ busine s
dent
e ss
ent of ment decisio
decisio business practic n learner
and
organizat nmakin solutions
organiza es s
ional g
tions
goals.
CLO1 Apply X (H)
concepts
fundament
a
l to
managing
customer
relationship
s
CLO2 X (L)
Assess the
impact of
Technology
on delivery
of CRM
CLO3 X (M)
Evaluate
best
practices of
CRM

4. References and Readings

References:

1. Customer Relationship Management, Dr. Jaspreet Kaur Bhasin, KLSI, Publisher: Dreamtech
Press 1. Shainesh, G. &Sheth J.N. (2006).Customer Relationship Management: A Strategic
Perspective. New Delhi: Macmillian.
2. Godson Mark, (2009). Relationship Marketing, Oxford New Delhi: University Press. (Referred
hereafter as MG)
3. Kumar, A., Sinha, C. & Sharma, R. (2008). Customer Relationship Management – concepts and
applications. New Delhi: Biztantra. (Referred hereafter as KSS)
4. Peppers, D. & Rogers, M. (2004) Managing Customer Relationships, Hoboken, NJ: John Wiley &
Sons: Inc.

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 5. Customer Mania! It's Never Too Late to Build a Customer-Focused Company by Kenneth
Blanchard , Jim Ballard , Fred Finch (Contributor): Free Press

Readings:

1. Blue Dart: Providing Customer Satisfaction @ Express Speed

2. Beyond the Go Daddy: Customer driven innovation in a connected world
3. Customer Care rests on your last FB post
4. Customer Loyalty Programmes that work
5. Deliver Better value to your customers through business transformation
6. Enterprise Ethos
7. Discounts are not the only way to acquire customers- Jabong
8. How Uber, Airbnb and Etsy attracted their first 1000 customers
9. Going for the Goal- The human psychology of rewards
10. Moments of Truth- Digital Phenomena
11. Indians are the most Abusive customer
12. Want to keep customers coming back? Invite their participation
13. What Loyalty? High end customers are first to flee
14. Can Customer Reviews be managed
15. Opportunities for India's Travel Industry 16. Reimagining Customer Journeys - Uber
17. Why CRM Implementations Fail.

5. Assessments
Assessment Item Description Weightage CLO
Quizzes There will be 2/3 quizzes of MCQ(s), open ended 20% 1
questions and fill in the blank(s) type and best 2 will be
considered
Pre/In/beyond class: In/beyond class
Mode of Sharing Feedback: Moodle grades

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Project Report and This is a group activity. Each group would be allocated an 10 % Report 3
Group Presentation industry by the faculty. The group members are required
+
to select two companies in the given industry and
analyze the CRM practices of these companies. The 10%
report should include the following: presentation

1. A comparative assessment of the practices

followed by each company Brief background of
the two companies.
2. CRM practices adopted in each company.
3. Implementation and measurement of CRM
strategy in the above firms
4. CRM Software tools used by them.
5. Suggestions to enhance the CRM effectiveness in
the selected companies.

Pre/In/beyond class: Beyond class

Mode of Sharing Feedback: Rubric and Assessed

Project Report
Data should be collected from primary and secondary
sources. At the end of the course each group needs to
present their project work.

In the presentation, each group would present the

project work done by them. Presentations would be
evaluated on the basis of content, structure, verbal
communication and creativity in presenting the subject
matter, and Quality of Analysis and Conclusion.

Pre/In/beyond class: Pre and In class

Mode of Sharing Feedback: Immediate feedback by

faculty and Rubric

Sl. Description of Important dates

No. activity

1. Submit the name of 3rd session

the company
selected by you

2. Progress Report 10th session

3. Report 19th session

4. Presentation 21st and 22nd

sessions

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 Assignment Case Study Analysis 20% 1,2

Pre/In/beyond class: In class

Mode of Sharing Feedback: as per Rubric

End-term This will be a combination of cases; application based 40% 1,2,3

examination situational questions and conceptual questions.

Pre/In/beyond class: Beyond Class

Mode of Sharing Feedback: Showing of Assessed

Answer Sheets

6. Assessments and CLOs

Assessment CLO1 CLO3 CLO4
Component Apply concepts fundamental Assess the various steps Evaluate best
to managing customer for CRM implementation practices of
relationships CRM

Quiz 1-3 X

Written Project X
Report +
Presentation

Assignment X

End Term X X X

6. Session Plan
Session Topic Pedagogy Readings/Chapter No., CLO
Pages

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 1. • Discussion of Course Outline Lecture and Discussion 1
• Formation of groups for project Discussion
• Introduction to CRM – Evolution, Bh/Ch. 1, Pp. 2-6
relevance, definition and types
SS/Ch. 2, Pp. 16-21

(Post session
read)- Blue Dart:
Providing Customer
Satisfaction @ Express
Speed

Session Topic Pedagogy Readings/Chapter No., CLO

Pages

2. Relationship Marketing Lecture and Bh/Ch. 2, Pp. 16-23 1

Discussion
• Difference Between Transaction MG/ Ch. 1, Pp. 3-28.
Marketing and Relationship
Case: Loyalty Card
Marketing
• Determinants of Relationship Programs in India
Retailing

( Pre read session 2) -

Beyond the Go Daddy:
Customer driven
innovation in a
connected world

(Post read session 2) -

Customer Care rests
on your last FB post

3. • Relationship building as a process Lecture and Discussion 1

(IDIC model) Discussion
• Ladder of Loyalty SS/Ch. 3, Pp. 30-34

(Pre read for session

3) - Customer Loyalty
Programmes that
work

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 4. Customer Value: an integral part of CRM Lecture and Discussion 1
and the start of managing CLC Discussion
Bh/Ch. 6, Pp. 74-81

(Post read session 4) -

Deliver Better value to
your customers
through business
transformation

5. Lecture and Discussion 1

Discussion KSS/Ch. 2, Pp. 44-48
Managing Customer Life Cycle

Session Topic Pedagogy Readings/Chapter No., CLO

Pages

Reading : 1

Customer Life Cycle

Management

(Class
discussion session
5) Enterprise Ethos

6. Customer Experience Management and Class Discussion Readings

Customer Journey Mapping

7. Lecture and Bh/Ch.8, Pp. 112-121 1

Discussion
(Pre read session 6)
Reading and Discounts are not
Acquisition Management Case Study the only way to
acquire
customers- Jabong

( Pre read session 6)

How Uber, Airbnb and
Etsy attracted their
first 1000 customers

( Post read session 6)

Moments of Truth-
Digital Phenomena

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 8. Customer Lifetime Value for retaining and Lecture and Discussion 1
development of customers Discussion
Bh/Ch. 8, Pp. 111-112

SS/ Ch. 4, Pp. 52-55

and KSS/Ch. 2. Pp.
6270

9. Customer Retention Lecture and Discussion 1

Discussion
• Customer Service Bh/Ch. 7, Pp. 96-99
• Role of Social Media in customer
Bh/Ch. 8, Pp. 121-124
service, service recovery &
retention
MG/Ch. 2, Pp. 72-79
• Customer Experience Management for
enhancing overall customer satisfaction

Session Topic Pedagogy Readings/Chapter No., CLO

Pages

 Role of Technology in augmenting

customer experience

10 . • Service Recovery Lecture and Discussion 1

• Customer Retention Discussion
MG/Ch. 2, Pp. 72-79

11. Churn analysis and prediction Lecture and Instructor’s Notes 1

Discussion
Watson
Demo

12. Customer Complaint Management Lecture and Discussion 2

System Discussion
MG/Ch. 3, Pp. 80-85
 Evolving Role of Technology Reading
(Class discussion
session 11) Indians are
the most Abusive
customers

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 13. Measuring Customer Satisfaction and Lecture and Bh/Ch. 7, Pp. 99-101 1
loyalty Discussion
Case Study:
Case and
(Post read session
Reading
12)Want to keep
customers coming
back? Invite their
participation

(Class discussion
session 12) What
Loyalty? High end
customers are first to
flee

14. Use of Technology in CRM Lecture and Discussion Bh/Ch. 15, 1

Discussion Pp. 262-274
E-CRM

Session Topic Pedagogy Readings/Chapter No., CLO

Pages

Reading SS/ Ch. 7, Pp. 103-

105

(Post read session 13)

Can Customer Reviews
be managed

(Post read session 13)

Opportunities for
India's Travel Industry

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 15. Operational CRM Lecture and Bh/Ch. 10, Pp. 156-165 1
Discussion
• Contact Centre o SLAs/KRAs o Bh/Ch. 11, Pp. 178-179
Lead Generation o Sales Case
Management o Service
Management o Marketing SS/ Ch. 9, Pp. 144-
Function o HRMS Video 154

& SS/ Ch. 7, Pp. 117-

• Sales Force Automation
120

Case Study :

(Post read session

14) Reimagining
Customer Journeys
- Uber

16. eCRM Demo Demo 2

17. Analytical CRM Lecture and SS/ Ch. 7, Pp. 106- 2

 Overview of Data warehousing & Data Discussion 114
Mining

18. Choosing CRM Tools / Software Package Lecture and Discussion SS/ Ch. 8, 3
• Shortlisting prospective CRM Discussion Pp. 130-131
vendor
• Setting evaluation criteria for the
appropriate CRM package

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 Session Topic Pedagogy Readings/Chapter No., CLO
Pages

• Steps in Implementation process Bh/Ch. 5, Pp. 55-63

• Issues in implementing a
technology solution for CRM SS/Ch.10, Pp. 157-
167

Reading :

Why CRM
Implementations Fail.

19. Monitoring and measuring effectiveness Lecture and Discussion 1

of CRM to enhance customer satisfaction Discussion
and increase company’s profitability
SS/Ch.10, Pp. 157-
Comparison of CSAT with NPS
167

20. Student Presentations Project Work All

21. Student Presentations Project Work All

22. Integrative Case Discussion Case Study All

23. CRM in Different Sectors Discussion Bh/Ch. 17, Pp. 314-324 3

Case and Case Study: Tata Steel

Reading
Bh/Ch. 17, Pp. 324-334

Case Study: ICICI Bank

24.  Issues in CRM Lecture and Discussion 1

- Issues and concerns Discussion
- Customer privacy laws and Bh/Ch. 18, Pp. 348-351
regulations Reading
 Emerging trends in CRM

Instructions:
The continuous evaluation tools would be implemented as per schedule and collected for evaluation.

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 Students are encouraged to visit videos available on Impartus, Youtube on TED talks, and readings
available at websites like courseera, etc.

7. Rubrics for Assessment Tasks

1. RUBRICS FOR QUIZ

Excellent Points Good Fair Points
8 – 10 Points 5 –7 0-4

Exemplary Proficient Average

Most of concepts are clear and
understood by the student. The
students has grasped the basic
concepts of the course.
Majority of concepts are clear Few concepts are clear and
and understood by student. understood by student but
lacks in comprehensiveness
The student is able to clearly or completeness.
define and differentiate
between key concepts but lacks
practical application or fails to
relate in to real life examples.

2. RUBRICS FOR PROJECT REPORT

CRITERIA (2.5 marks DEVELOPING APPROACHING PROFICIENT
each) (0-1) PROFICIENCY (2.5)
(1.5-2)
Level of Content A few concepts have Several concepts Almost all concepts
Coverage been covered have been covered have been covered

Analysis and Poor quality of Good Analysis Demonstrated

Suggestions Analysis. Very basic however lacking Comprehensive
level of Suggestions correlation with Analyses. Correlated
unrelated to Analysis suggestions with Quality
Suggestions

3. RUBRICS FOR PRESENTATION

CRITERIA (5 DEVELOPING PROFICIENT ADVANCED
marks each) (0-2) (3-4) (5)
Content and A few of the concepts seem Many of the concepts Most of the
Organisation of clear and students are are clear and concepts are clear
Presentation unable to comprehend the understood by and understood by
(Group level) students. They are able the students. They

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 same. Lacks application of to apply many of the are able to apply
conceptual frameworks. conceptual almost all of the
frameworks. conceptual
frameworks.

Overall Defense of The student seemed The student explained The student was
the Presentation confused and seemingly a few concepts of able to clearly
(Individual level) unable to defend the presentation but defend all the
presentation during Q/A. largely appeared arguments and
unable to offer clear questions raised
reasoning. and offered
justifications to the
satisfaction of class.

4. RUBRICS FOR VIVA VOCE

CRITERIA (5 DEVELOPING PROFICIENT ADVANCED
marks each) (0-2) (3-4) (5)
Able to explain the relevant Unable to Explain Able to Explain the Able to Explain
Concept with example the concept concept, however concept, with
unable to cite suitable suitable examples
examples

5. RUBRICS FOR ASSIGNMENT

CRITERIA (5marks DEVELOPING PROFICIENT ADVANCED
each)
(0-1) (2-3) (4-5)

Ability to comprehend Student demonstrates Student does Student does

a given marketing some basic demonstrate reasoning demonstrate
situation understanding but with original thought reasoning with original
depth of conceptual on a few concepts. thought on a larger
comprehension largely portion of concepts
underdeveloped. with sufficient
evidences.

Quality of Analysis Neither critical review Critical analysis and Critical analysis and
nor analysis is done review is done but review is done which
nor are any limited or no is also supported by
suggestions provided. suggestions are some suggestions
provided

a. RUBRICS FOR END TERM

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 Poor Fair Points Good Excellent Points
Points 0-8 9-20 Points 21-30 31 – 40

UNSATISFACTORY MINIMAL PROFICIENT EXEMPLARY

Hardly any concepts are Some of the concepts Most of concepts are Almost All concepts
clear and student is are clear and clear and understood by are clear
unable to understand the understood by student. Is able to apply and understood by
same. student. Is able to and analyze a the student. Is able
Lacks Application of key apply and analyze a many of the conceptual to apply and
concepts or frameworks few of the conceptual frameworks. analyze a almost all
frameworks. of the conceptual
frameworks.

8. Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact. The learning tasks in this
course may include classes (lectures or seminars), required reading, the preparation of
answers to set questions, exercises and problems, and self-study. In addition, students may be
required to complete an assignment, test or examination.

LMS-Moodle/Impartus:

LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.

Late Submission

Assessment tasks submitted after the due date, without prior approval/arrangement, will be
not be accepted. Requests for extension of time must be made with the faculty member
concerned and based on Special Consideration guidelines.

Plagiarism:

Plagiarism is looked at as the presentation of the expressed thought or work of another person
as though it is one's own without properly acknowledging that person.

Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is
advisable that students should read appropriate Section of Student Handbook for detailed
guidelines. It is also advisable that students must not allow other students to copy their work
and must take care to safeguard against this happening. In cases of copying, normally all
students involved will be penalized equally; an exception will be if the student can
demonstrate the work is their own and they took reasonable care to safeguard against
copying.

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 9. CRM Footnotes :
A. What Should Students Learn :
Key concepts of Customer Relationship Management, How an understanding of CRM as
a practice, can be leveraged.

B. What students are prepared for

Customer Relationship Management, Customer Service, Customer Experience
Management

C. What should students become

Relationship Manager, Customer Service Managers.

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