Customer Relationship Management

Paper Code: 
MRM 424
Credits: 
4
Contact Hours: 
60.00
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
Unit I: 
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
Unit II: 
Building Customer Relationship Management

Customer acquisition, Customer Knowledge Management, Customer Interaction Management

12.00
Unit III: 
Customer Relationship Management Process

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

12.00
Unit IV: 
Customer Relationship Management Implementation

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

12.00
Unit V: 
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: 

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

References: 

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

Academic Year: 
2017-2018
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