Customer Relationship Management

Program

: PGPM

Class of

: 2012

Credit

: 3

Sessions

: 30

Course Code

: SL MM 611

AIM
The aim of the course is to equip students to appreciate the importance, and understand the
different aspects of customer value creation.

Learning Outcomes:
At the end of the course, the student will be able to :
i) Discuss the concepts, tools, methods and implications of relationship marketing for
competitive advantage.
ii) Explain the concept of Customer Lifetime Value and Customer Life Cycle Management.
iii) Analyze operational and analytical CRM data to gain insights about customers for better
marketing decisions.
iv) Compare and select appropriate tools and software for CRM implementation and discuss the
steps in CRM implementation
v) Develop relationship marketing strategy for an organization.

REFERENCE BOOKS

AUTHOR / PUBLICATION

Customer Relationship Management: A

Strategic Perspective

G.Shainesh and Jagdish N Sheth Macmillan

Customer Relationship Management: Integrating

Zikmund, William G. et al. John Wiley.
Marketing Strategy & Information Technology
Harvard Business School / Harvard Business
HBR on Customer Relationship Management
Press
Handbook of Relationship Marketing

Sheth, Jagdish N./ Parvatiyar, Atul. Sage

Publications - 1999

Relationship Marketing

Shahjahan, S. Tata McGraw Hills

Detailed Syllabus
Introduction to CRM: Evolution, Definition
and scope of Relationship Marketing, History
of CRM, CRM as a business strategy, elements
of CRM, Benefits of CRM to business
organizations.
Strategy and Organization of CRM:
Dynamics of Customer Supplier Relationships,
Nature and context of CRM strategy, The
relationship oriented organization.
Marketing Aspects of CRM: Customer
knowledge, privacy issues, communications and
multi-channels in CRM, the individualized
customer proposition, Relationship policy.
Customer Life Cycle Management: Customer
Knowledge, Privacy Issues, Communications
and multi-channels in CRM, the individualized
customer propositions, Relationship Policy
CRM

Subsystems:

Ethical Issus in CRM

Cases
Faculty will be handling eight or more cases
Tesco: The Customer Relationship
Management Champion
Bumrungrads Global Services Marketing
Strategy
Air Miles Canada: Rebranding the Air
Miles Reward Program
Rosewood Hotels and Resorts: Branding to
Increase Customer Profitability and
Lifetime Value
Harrahs CRM Strategy
Reorganizing AT&T: From Vertically

Operational CRM: Call centre management,

Internet and website, Direct mail, contact
management, campaign management, sales
force automation
Analytical
CRM:
Relationship
data
management, Data analysis and data mining,
Segmentation and selection, Retention and
cross-sell analysis, Effects of marketing
activities, Reporting results.

Integrated to Customer-Centric
Organization (B)
Sunsilk Gang of Girls: Hindustan Lever
Limiteds Online Social Networking
Initiative in India
A Note on Mobile CRM
Six Sigma: A Tool to Increase Customer
Satisfaction at Bank of America

Collaborative CRM

The AXA Way: Improving Quality of

Services
Choosing CRM Tools / Software Package:

Dells Customer Contact Center

Short-listing prospective CRM vendors, setting

evaluation criteria for the appropriate CRM
package, selection CRM implementation.

Operations in India

CRM systems and Implementation: Prerequisites of CRM: redefining attitudes,

customer focused work practices, organizational
systems, CRM systems, Implementation of
CRM Systems.
Applications

in

various

industries:

Applications in manufacturing, banking

hospitality and telecom sectors
Source: Case Studies in Customer
Relationship Management Volume II

CRM Implementation Failure at Cigna

Corporation
Customer Centricity at Commerce

Bank

HPCL: Customer Service Initiatives

Loyalty Card Programs in Indian Retailing
Shoppers Stop Consumer Loyalty
Program

Suggested Schedule of Sessions

Topic

No. of
Sessions

Introduction to CRM

Strategy and Organization of CRM

Marketing Aspects of CRM

Customer Life Cycle Management

CRM Subsystems

Choosing CRM Tool / Software

package

CRM Systems and

Implementation

Application of CRM in Various

Industries

Ethical Issues in CRM

Total

30