Customer Relationship Management Credits: 04

Paper Code: 
24CDMK 502
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop skills and strategies for managing customer relationships to enhance customer satisfaction, loyalty, and business success.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

 

 

 

 

24CDMK 502

 

 

 

 

Customer Relationship Management

CO 152:  Compare and develop understanding related to business relationship Marketing: understanding business relationship while addressing key issues.

CO 163:    Explore the fundamentals of CRM, while gaining proficiency in customer retention and experience management.

CO 164:    Evaluate customer satisfaction through models like CSI and CMT, understand loyalty components & programs, and grasp service quality concepts.

CO 165:    Develop understanding to Excel in e-CRM and system integration in Information Technology Dynamics.

CO 166:    Develop proficiency in managing service recovery and external/internal relationships through understanding service failures and recovery strategies.

CO 167:   Design and develop effective communication with various associated stakeholders.

Approach in teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration.

 

 

 

Learning activities for the students:

Self-learning assignments, Effective questions, Seminar presentation, Group tasks

 

 

 

Continuous Assessments test, Semester end examinations, Case Studies, Quiz, Assignments, Presentation, Individual and

 

12.00
Unit I: 
Relationship Marketing

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

12.00
Unit II: 
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

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

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 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: 

1. Alok Kumar Rai, Customer Relationship Management, PHI Learning Pvt Ltd, New Delhi, 2nd Edition, 2014
2. Mark Godson, Relationship Marketing, Oxford University Press, New Delhi, 2018
3. Baran , Galka, Strunk, Customer Relationship Management, Cengage Learning, 2011

References: 

1. Jill Dyche, The CRM Handbook, Pearson, 2011
2. Peeru Mohammed, Sagadevan, Customer Relationship Management, Vikas Publishing House, 2010
3. Ed Peelen, Customer Relationship Management, Pearson, 2013

E- Resources:
1. https://books.google.co.in/books?id=GxZdQTANRyYC&newbks=0&printsec=front...

Academic Year: 
2024-2025
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