CUSTOMER RELATIONSHIP MANAGEMENT
COURSE OBJECTIVES
1. To provide a holistic understanding of customer relationship management and the real world
implications.
2. To understand and describe customer relationship management application.
3. To provide real-time insights into the successfully implemented CRM in various organizations
4. To create awareness in implementation of CRM by understanding the end users and importance
in an organization.
5. To study how CRM allowed for decision making, with their target market users.
COURSE OBJECTIVES
1. can work with CRM tools to make positive contribution to the organization.
2. can take professional responsibilities and make informed judgments in the organizations
towards their target market
3. can streamline work processes and improve CRM within the organization.
4. will learn skills on the functionalities of campaign management customer support services
5. will acquire the skills on effective implementation of CRM practices
, SYLLABUS
UNIT – 1 : EVOLUTION OF CUSTOMER RELATIONSHIP : CRM – Definition, Emergence of CRM Practice, Factors
responsible for CRM growth, CRM Process, framework of CRM, Benefits of CRM, Types of CRM, Scope of CRM,
Customer Profitability.
UNIT – II : CRM CONCEPTS : Customer Value, Customer Expectation, Customer Satisfaction, Customer
Acquisition, Customer Retention, Customer Loyalty, Customer Lifetime Value. Customer Experience
Management, Customer Profitability.
UNIT – III : PLANNING FOR CRM : Steps in Planning – Building Customer Centricity, Setting CRM Objectives,
Defining Data Requirements, Planning Desired Outputs, Relevant issues while planning the Outputs, Elements
of CRM Plan, CRM Strategy: The Strategy Development Process.
UNIT – IV : CRM AND MARKETING STRATEGY : CRM Marketing Initiatives, Sales Force Automation, Campaign
Management, Call Centers. Practice of CRM. CRM in Consumer Markets, CRM in Services Sector.
UNIT – V : CRM PROBLEMS IN IMPLEMENTATION : Issues and Problems in Implementing CRM, Information
Technology Tools in CRM, Challenges of CRM Implementation. CRM Implementation Roadmap, Road Map
(RM).
,UNIT - 1
● WHAT IS CRM - Intro
● WHY AND WHERE IT IS USEFUL
● DEFINITIONS
● HISTORY EMERGENCE OF CRM
● FACTORS RESPONSIBLE FOR CRM GROWTH
● CRM PROCESS
● FRAMEWORK OF CRM
● BENEFITS OF CRM
● TYPES OF CRM
● SCOPE OF CRM
● CUSTOMER PROFITABILITY
, Session discussions :
Difference between Customer and Client :
● A customer is someone who buys something, especially from a shop. She's one of
our regular customers. A client is a person or company that receives a service from
a professional person or organization in return for payment.
● A customer is someone who buys products or services from a company, while a
client refers to a certain type of customer who purchases professional services from
a business. Generally speaking, customers buy products while clients buy advice
and solutions. Clients look for long term decision and the services that are looking
for Clients will.
COURSE OBJECTIVES
1. To provide a holistic understanding of customer relationship management and the real world
implications.
2. To understand and describe customer relationship management application.
3. To provide real-time insights into the successfully implemented CRM in various organizations
4. To create awareness in implementation of CRM by understanding the end users and importance
in an organization.
5. To study how CRM allowed for decision making, with their target market users.
COURSE OBJECTIVES
1. can work with CRM tools to make positive contribution to the organization.
2. can take professional responsibilities and make informed judgments in the organizations
towards their target market
3. can streamline work processes and improve CRM within the organization.
4. will learn skills on the functionalities of campaign management customer support services
5. will acquire the skills on effective implementation of CRM practices
, SYLLABUS
UNIT – 1 : EVOLUTION OF CUSTOMER RELATIONSHIP : CRM – Definition, Emergence of CRM Practice, Factors
responsible for CRM growth, CRM Process, framework of CRM, Benefits of CRM, Types of CRM, Scope of CRM,
Customer Profitability.
UNIT – II : CRM CONCEPTS : Customer Value, Customer Expectation, Customer Satisfaction, Customer
Acquisition, Customer Retention, Customer Loyalty, Customer Lifetime Value. Customer Experience
Management, Customer Profitability.
UNIT – III : PLANNING FOR CRM : Steps in Planning – Building Customer Centricity, Setting CRM Objectives,
Defining Data Requirements, Planning Desired Outputs, Relevant issues while planning the Outputs, Elements
of CRM Plan, CRM Strategy: The Strategy Development Process.
UNIT – IV : CRM AND MARKETING STRATEGY : CRM Marketing Initiatives, Sales Force Automation, Campaign
Management, Call Centers. Practice of CRM. CRM in Consumer Markets, CRM in Services Sector.
UNIT – V : CRM PROBLEMS IN IMPLEMENTATION : Issues and Problems in Implementing CRM, Information
Technology Tools in CRM, Challenges of CRM Implementation. CRM Implementation Roadmap, Road Map
(RM).
,UNIT - 1
● WHAT IS CRM - Intro
● WHY AND WHERE IT IS USEFUL
● DEFINITIONS
● HISTORY EMERGENCE OF CRM
● FACTORS RESPONSIBLE FOR CRM GROWTH
● CRM PROCESS
● FRAMEWORK OF CRM
● BENEFITS OF CRM
● TYPES OF CRM
● SCOPE OF CRM
● CUSTOMER PROFITABILITY
, Session discussions :
Difference between Customer and Client :
● A customer is someone who buys something, especially from a shop. She's one of
our regular customers. A client is a person or company that receives a service from
a professional person or organization in return for payment.
● A customer is someone who buys products or services from a company, while a
client refers to a certain type of customer who purchases professional services from
a business. Generally speaking, customers buy products while clients buy advice
and solutions. Clients look for long term decision and the services that are looking
for Clients will.
