COURSE TITLE :b CUSTOMER RELATIONSHIP MANAGEMENT

COURSE CODE : 4251

SEMESTER : 4
COURSE CATEGORY : A
PERIODS/WEEK : 5 (3+2)
PERIODS/SEMESTER : 75
CREDITS : 4

TIME SCHEDULE

MODULE TOPICS PERIODS

1 INTRODUCTION TO CRM 15
2 SALES FORCE AUTOMATION AND ENTERPRISE MARKETING 20
3 AUTOMATION ,E- CRM AND CALL CENTRE 20
4 CUSTOMER CARE,RECEPTION , OFFICE COMMUNICATION 20

Course General Outcomes:

Sl. G.O On completion of this course the student will be able :
1 1 To Understand the basic concepts of CRM
2 1 To Understand thesales force automation and retention
1 To know about the e-CRM
3
2 To understand the functions of call centres
1 To understand how to care for the customers
4
2 To know office communications
SPECIFIC OUTCOMES
1.1.0 Understand Customer Relationship Management
1.1.1 Define customer
1.1.2 Define CRM
1.1.3 State the needs and objectives of CRM
1.1.4 Explain the components of CRM
1.1.5 Explain the benefits and importance of CRM
1.1.6 State Customer life cycle
1.1.7 Explain Customer interaction
1.1.8 Explain Customer Development Process
2.1.0 Understand SFA and EMA
2.1.1 Definition and need of SFA 2.12 Barriers to successful SFA
2.1.2 Explain Technological aspects of SFA
2.1.3 Explain EMA, its components (Promotion, events loyalty, retention programmes)
2.1.4 Explain Response management
2.1.5 Explain Marketing campaign, business analytic tools
2.2.0 Understand data mining for CRM
2.2.1 Define data mining
2.2.2 List out information requirements for an effective CRM solution
2.2.3 Explain the level of data mining operations
3.1.0 Understand eCRM
3.1.1 Define e-CRM
3.1.2 List out why e-CRM employed
3.1.3 Explain the !'E's" of e-CRM
3.1.4 Describe the key e-CRM features
3.1.5 Difference between CRM and eCRM
3.2.0 Understand Call centre
3.2.1 State them meaning, functionality, technological implementation
3.2.2 Explain ACD(Automatic Call Distribution),IVR(Interactive Voice response)
3.2.3 Explain CTI (Computer Technology Integration)
3.2.4 Explain web enabling the call centre
4.1.0 Understand care for the customer
4.1.1 Explain how we can achieve this?
4.1.2 Explain handling complaints
4.1.3 Describe customer loyalty and customer insight
4.1.4 Describe Roles, Responsibilities & Attributes of a receptionist
4.2.0 Understand Reception Office Communications
4.2.1 Explain Communications-Verbal & Non-Verbal
4.2.2 Describe written communication-Internal & External
4.2.3 Explain Telecommunication
4.2.4 Explain General Office Practice

CONTENT DETAILS
Module I : Customer- CRM- Customer Development process- CRM life cycle-Customer
interaction
Module II : SFA- technological aspects- Barriers- EMA- components- response management-
marketing campaign-Data mining- levels of datamining- information requirements.
Module III : ECRM- E’s of eCRM- features- difference between CRM and eCRM – call centre-
functionality- technological implementation- ACD- IVR- CTI.
Module IV : Care for the customer- Handling complaints- Customer loyalty- Customer Insight-
Roles of a receptionist-Office Communications-Telecommunications-General
Office Practice.

BOOKS RECOMMENDED

1. V. Venkata Ramana & G. Somayajulu, CRM a key to corporate success, Excel Books
2. H.Peeru Mohammed, Customer Relationship Management, A. Sagadevan,Vikas Books
(Step by step approach)
3. Jagdish . N. Sheth & Others, Customer Relationship Management, Mc Graw Hill
4. Collin Dix, Chris Baird, Front Office Operations, Mc Graw Hilln