Customer Relationship Management

Paper Code: 
MRM 424
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

The objective of this course is to acquaint the students with managing a company’s interactions with current and future customers.

12.00

Introduction to Customer Relationship Management : Concept, Significance of Customer Relationship Management, Customer Supplier Relationship, Customer Relationship Management Strategy, Customer Retention and Cross-selling

12.00

Building Customer Relationship Management: Customer acquisition, Customer Knowledge Management, Customer Interaction Management

12.00

Customer Relationship Management Process : Objectives of Customer Relationship Management Process, Customer Relationship Management Business Transformation, Call Centre Management

12.00

Customer Relationship Management Implementation : Implementing Customer Relationship Management, Sales Force Automation, Customisation, Integration of Customer Relationship Management with ERP system

12.00

Trends and Issues in Customer Relationship Management: Customer Relationship Management in e-business, Relationship Policy and Loyalty Programmes, Factors which influence the future of Customer Relationship Management, Roadblocks in Customer Relationship Management

Essential Readings: 

• H. Peeru Mohammed, A Sagadevan, CRM ,Vikas Publishing House Pvt. Ltd
• Ed Peelen, CRM, Pearson
• Jill Dyche, The CRM handbook, Pearson

References: 

• Michael W Lowenstein,Customer Retention, Oxford University Press
• Sheth, Parvatiyar, Shainesh ,CRM, Tata Mc Graw Hill
• Barnes James G, Secrets of CRM, Mc Graw Hill
• Burnett Ken, The handbook of key CRM, Pearson Education
• Paul Greenberg, CRM at the speed of Light, Tata Mc Graw Hill

Academic Year: 
2018-2019
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