Course Details
Subject {L-T-P / C} : SM6261 : Customer Relationship Management { 3-0-0 / 3}
Subject Nature : Theory
Coordinator : Dr. Arvind Kumar
Syllabus
Preliminary investigation into CRM: CRM in Services, Marketing and IT-A Conceptual Framework, Evolution, Growth and Theories of CRM- The Historical Perspective, Process, Bonding, Zero Customer Defections in CRM, Market Share versus Customer Share in CRM, Creating Lifetime Value of Customers. Facilitating Customer Service through CRM: Managing Call Centre and Customer Care Services, Automation of Contact Centers and Call Routing, Web-Based Self –Service, Customer-Centric Marketing and Processes, Effective Work Force Management for Effective Customer Service. Managing CRM tools for efficient customer services: Role of Operational CRM in Sales Force Automation, Enterprise Marketing Automation with O-CRM, Customer Database Management through Analytical CRM, Ethics and Legality Issues in Tech-Aided CRM, CRM and Business Intelligence Collaborative CRM (BIC-CRM). E-CRM solutions: Core Concepts and Components: E-CRM:-The Heart Throb of CRM, Data Warehousing, Data Mining, OLAP, Click Stream Analysis, Collaborative Filtering, Evaluation of Technical Solution for CRM, Role of Contact Centers in Relationship Marketing. Implementation Issues In CRM: Defining a CRM Strategy and Designing CRM Implementation Road Map, Establishing CRM Performance Monitoring and Relationship Orientation, CRM Readiness Assessment System, CRM Audit, Project Management, Budgeting and Evaluation of ROI, Capability Building through Internal Marketing, Customer Retention Plans-Feasibility and Viability Analysis.
Course Objectives
- This course will help the participants to understand the role and importance of CRM in customer-centric, marketing cum services continuum and designing innovative strategies with technological support for long-term customer retention.
Course Outcomes
This course will help the participants to understand the role and importance of CRM in customer-centric, marketing cum services continuum and designing innovative strategies with technological support for long-term customer retention.
Essential Reading
- Anderson, K. L., and Kerr, C, J., Customer Relationship Management., Tata McGraw - Hill Education.
- Zikmund, W. G., Mcleod, R., and Gilbert, F. W., Customer Relationship Management: Integrating Marketing Strategy and Information Technology., John Wiley and Sons.
Supplementary Reading
- Sheth, J. N., Shainesh, G., and Atul, P., Customer Relationship Management: Emerging Concepts, Tools and Applications., Tata McGraw - Hill Education
- Dyche, J., The CRM Handbook, Pearson