Customer Relationship Management

Paper Code: 
MRM 424
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

                                            Course Objective

• To acquaint the students with managing a company’s interactions with current and future customers

                               Course Outcomes (COs):

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Identify the conceptual dimensions of CRM and its emergence
  2. Define that customer relationships are of first and foremost importance.
  3. Explain the customer care technologies and understanding their advantages
  4. Explore the relationship with other parties
  5. Manage service failures for customer retention

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

 

12.00
Unit I: 
Relationship Marketing:

Relationship Marketing: Types of Relationships in Business, Stages of relationship, Issues in Business Relationship, Theories of relationship Marketing

12.00
Unit II: 
CRM:

CRM: Concept, History and Development of CRM, CRM Cycle, Stakeholders in CRM, Significance of CRM, Customer Retention, Customer Retention Management, Customer Recall Management, Customer Experience Management, CRM Process

12.00
Unit III: 
Customer Satisfaction:

Customer Satisfaction: Meaning, Components, Scales and Models for measuring Satisfaction- Customer Satisfaction Index (CSI), Common Measurement Tools (CMT), Kano Model.
Customer Loyalty and Involvement: Ladder of Loyalty, Dimensions of Customer Loyalty, Categories of Customer Loyalty, Loyalty Programmes, Permission Marketing
Service Quality: A brief idea about Service Quality, SERVQUAL and SERVPERF, Retail Service Quality and Banking Service Quality Scales

12.00
Unit IV: 
Information Technology Dynamics:

Information Technology Dynamics: e-CRM, nature of e-Relationships, Developing trust online, Managing online relationships, Database Management, Database Warehousing and Data Mining. Call Centre, Multimedia Contact centre, Electronic Point of Sale, Customer Service Help Desk, System Integration, Sales Force Automation.

12.00
Unit V: 
Service Recovery Management

Service Recovery Management: Service Failure, Reasons, Measuring Service recovery effectiveness, Stages of Service Recovery Management, Types of Service Recovery Management.
Managing other relationships: External– Government, Authorities, Lender and Financial Bodies, Public, Mass media, Alliance, Partners, Suppliers. Internal Customers.

Essential Readings: 

• Alok Kumar Rai, Customer Relationship Management, PHI Learning Pvt Ltd, New Delhi, 2nd Edition, 2014
• Mark Godson, Relationship Marketing, Oxford University Press, New Delhi, 2018
• Baran , Galka, Strunk, Customer Relationship Management, Cengage Learning, 2011
• Jill Dyche, The CRM Handbook, Pearson, 2011
• Peeru Mohammed, Sagadevan, Customer Relationship Management, Vikas Publishing House, 2010
• Ed Peelen, Customer Relationship Management, Pearson, 2013

Academic Year: 
2020-2021
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