Customer Relationship Management
Course Code : SL MM 611 Sessions : 30
Credit : 3 Semester : III/IV
Objectives
i) To make the students understand the organizational need, benefits and process of creating long-
term value for individual customers
ii) To disseminate knowledge regarding the concept of e-CRM and e-CRM technologies.
iii) To enable the students understand the technological and human issues relating to
implementation of CRM in organizations
REFERENCE BOOKS AUTHOR / PUBLICATION
Customer Relationship Management Peelen, Ed. Pearson
Customer Relationship Management:
Integrating Marketing Strategy & Information Zikmund, William G. et al. John Wiley.
Technology
The CRM Handbook Dyche, Jill. Pearson
th
CRM at the Speed of Light, 4 e Greenberg, P. Mcgraw Hill - 2009
Customer Relationship Management, A Brown, Stanley. John Wiley & Sons
strategic Imperative in the World of e-Business
The One to One B2B: Customer Relationship Peppers, D. / Rogers, Martha. Doubleday
Management Strategies for the Real Economy Business - 2001
The Handbook of Key Customer Relationship Burnett,Ken. Financial Times/Prentice Hall
Management (December 2000)
Customer Relationship Management (Emerging
Sheth, Jagdish N.et al. TMH
Concepts, Tools & Applications)
Harvard Business School / Harvard Business
HBR on Customer Relationship Management
Press
Sheth, Jagdish N / Parvatiyar, Atul. Sage
Handbook of Relationship Marketing
Publications - 1999
Detailed Syllabus Relationships, Nature and context of CRM
strategy, The relationship oriented organization.
Introduction: Definition of CRM, CRM as a
business strategy, elements of CRM, CRM Marketing Aspects of CRM: Customer
processes and systems. knowledge, privacy issues, communications and
multi-channels in CRM, the individualized
Strategy and Organization of CRM: History
customer proposition, Relationship policy.
of CRM, Dynamics of Customer Supplier
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Analytical CRM: Relationship data Sunsilk Gang of Girls’: Hindustan Lever
management, Data analysis and data mining, Limited’s Online Social Networking
Segmentation and selection, Retention and Initiative in India
cross-sell analysis, Effects of marketing A Note on Mobile CRM
activities, Reporting results.
Six Sigma: A Tool to Increase Customer
Operational CRM: Call centre management, Satisfaction at Bank of America
Internet and website, Direct mail The AXA Way: Improving Quality of
Collaborative CRM Services
Dell’s Customer Contact Center Operations
CRM Subsystems: Contact Management, in India
Campaign Management, Sales Force
Automation CRM Implementation Failure at Cigna
Corporation
Choosing CRM Tools / Software Package:
Customer Centricity at Commerce Bank
Short-listing prospective CRM vendors, setting HPCL: Customer Service Initiatives
evaluation criteria for the appropriate CRM
package, selection CRM implementation. Loyalty Card Programs in Indian Retailing
Shopper’s Stop Consumer Loyalty Program
CRM systems and Implementation: CRM
systems, Implementation of CRM systems Source: Case Studies in Customer
Relationship Management Volume II
Applications in various industries:
Applications in manufacturing, banking Suggested Schedule of Sessions
hospitality and telecom sectors No. of
Topic
Ethical Issus in CRM Sessions
Introduction 1
Cases
Strategy and Organization of CRM 2
Faculty will be handling eight or more cases
Marketing Aspects of CRM 4
Tesco: The Customer Relationship Analytical CRM 4
Management Champion
Operational CRM 4
Bumrungrad’s Global Services Marketing
Strategy Collaborative CRM 2
CRM Subsystems 4
Air Miles Canada: Rebranding the Air Miles
Reward Program Choosing CRM Tool / Software
2
package
Rosewood Hotels and Resorts: Branding to
Increase Customer Profitability and Lifetime CRM Systems and
3
Value Implementation
Harrah’s CRM Strategy Application of CRM in Various
3
Industries
Reorganizing AT&T: From Vertically
Integrated to Customer-Centric Organization Ethical Issues in CRM 1
(B) Total 30
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