Unit 1
Introduction to CRM: CRM Definitions, Emergence of CRM practice, CRM cycle, Stakeholders in CRM, Significance of CRM, Types of CRM, Scope of CRM, CRM and Cost-Benefit Analysis, CRM and Relationship Marketing.
| Course Name | Customer Relationship Management |
| Course Code | 24COM366 |
| Program | B. Com. (Honours/ Honours with Research) in Taxation and Finance |
| Credits | 3 |
| Campus |
Introduction to CRM: CRM Definitions, Emergence of CRM practice, CRM cycle, Stakeholders in CRM, Significance of CRM, Types of CRM, Scope of CRM, CRM and Cost-Benefit Analysis, CRM and Relationship Marketing.
CRM Concepts: Customer Value, Customer Expectation, Customer Satisfaction, Customer Centricity, Customer Acquisition, Customer Retention, Customer Loyalty and Customer Lifetime Value. CustomerExperience Management, Customer Profitability, Enterprise Marketing Management, Customer Satisfaction Measurements, Web based Customer Support.
Planning for CRM: Steps in Planning-Building Customer Centricity, Setting CRM Objectives, Defining DataRequirements, Planning Desired Outputs, Relevant issues while planning the Outputs, Elements of CRM plan, CRM Strategy: The Strategy Development Process, Customer Strategy Grid.
Emerging Perspectives: Rural CRM, customer relationship management practices in retail industry, hospitality industry, banking industry, telecom industry, and aviation industry.
CRM Planning and Implementation: Issues and Problems in implementing CRM, Information Technology tools in CRM, Challenges of CRM Implementation. CRM Implementation Roadmap, Road Map (RM) Performance: Measuring CRM performance, CRM Metrics.
Course Objective:
The course focuses on helping recognize the key elements that need to be addressed and reflects the need to create an integrated cross-functional focus – one that emphasizes retaining as well as winning customers
Course Outcomes:
The students will be able to:
C01: Understand the concept of CRM in the digital era with modern changes in the recent world.
CO2: To analyze the CRM link with the other aspects of marketing.
CO3: To impart the basic knowledge of the Role of CRM in increasing the sales of the company.
CO4: Analyze the recent initiatives taken by MNCs to improve customers’ satisfaction coping up to
their expectations.
CO5: To make the students aware and analyze the different issues in CRM.
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PO1 |
PO2 |
PO3 |
PO4 |
PO5 |
PO6 |
PO7 |
PO8 |
PO9 |
PO10 |
PO11 |
PO12 |
PO13 |
PO14 |
PO15 |
|
|
CO1 |
3 |
3 |
1 |
3 |
3 |
1 |
2 |
2 |
3 |
3 |
3 |
3 |
3 |
3 |
3 |
|
CO2 |
2 |
2 |
2 |
3 |
2 |
1 |
2 |
2 |
2 |
2 |
2 |
1 |
2 |
2 |
3 |
|
CO3 |
2 |
3 |
3 |
2 |
2 |
1 |
2 |
1 |
2 |
2 |
3 |
2 |
1 |
3 |
2 |
|
CO4 |
2 |
2 |
2 |
3 |
3 |
1 |
3 |
3 |
3 |
2 |
2 |
2 |
2 |
1 |
3 |
|
CO5 |
3 |
2 |
2 |
2 |
2 |
1 |
2 |
2 |
3 |
2 |
3 |
3 |
2 |
2 |
3 |
Textbooks:
References:
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