Crm syllabus

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By : Amit Kumar MBA in International Business (Switzerland) B.Tech in Computer Science (Chennai)

http://chiron.valdosta.edu/mawhatley/767/attitude.htm

http://chiron.valdosta.edu/mawhatley/767/767web.htm

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“Though MBA can be specialized in different streams like marketing, finance and HR, specialization in CRM sounds absurd as hardly any university has taken initiative to design and conduct till date, any course in this context.

The scenario is certainly different in foreign countries where, realizing the importance, universities like Baylor University and New York University are already launching full courses in CRM”.

ACCMAN

Importance of this course

Customer Relationship Management & Loyalty Program

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“Indian universities produce every year several thousand MBA graduates who have a little or no knowledge about CRM. Surely, some of these business graduates step into the world of business without adequate knowledge about CRM.

Observing the increasing relevance of CRM in retail and others sectors, a student pursuing management education from Accman Institute of Management, will proof himself as an asset for the organization”.

ACCMAN

Importance of this course


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After taking this course, you should be able to

• Analyze the nature of customer relationships in pre-industrial, industrial and information era, Ladders of loyalty & why any business should adopt CRM? (Formative Assessment)

• Explain ‘Relationship building as a continuous process’ & a ‘Framework of CRM’ that links the psychological steps of switching, satisfaction, trust, commitment and loyalty with the progression of relationship. (Formative Assessment)

• Explain functionality of CRM components, Campaign Management, Sales Force Automation, Customer Service & Support along with Case-study on Microsoft CRM solution (Formative Assessment)

• Analyze how CRM is being used in consumer and business markets—implementation, management, benefits, problems, solutions. (Summative Assessment)

ACCMAN

Learning Outcome


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• To acquaint students about the fundamentals of CRM and why it is necessary for marketers/ retailers to treat customers differently.

• To familiarize with the methods through which customer loyalty is built.

• Information and communication technologies have played a key role in the rapid adoption of CRM by businesses. These technologies have helped in automating the customer facing functions of sales, marketing and services. Our main objective is to find out list of criteria covering technical, organizational and price related aspects to help managers make their vendor choice like Siebel, SAP or Oracle.

ACCMAN

Objectives


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• Blattberg, Robert C., Gary Getz and Jacquelyn S. Thomas. Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press

• Customer Relationship Management, ICFAI Press• G Shainesh, Jagdish Sheth. Customer Relationship

Management-A Strategic Perspective

ACCMAN

Test-Books


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• http://en.wikipedia.org/wiki/Customer_relationship_management

• http://www.sap.com/solutions/business-suite/crm/index.epx• http://crmtutorial.com/• http://www.crminfoline.com/• www.crmbyweb.com• www.crm.dynamics.com• www.salesforce.com• www.crm-eur.com/• www.crm-daily.com/

ACCMAN

Web References


http://en.wikipedia.org/wiki/Customer_relationship_management

http://en.wikipedia.org/wiki/Customer_relationship_management

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Course: CRM & Loyalty Program

1. Overview of CRM

2. Building Customer Relationship Management

3. Technological Tools for CRM

4. Operational Issues in Implementing CRM

5. CRM Application in B2B & B2C Market

6. Segmentation Vs CRM

ACCMAN


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ACCMAN


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Contents

• Overview of CRM• Evolution of CRM• Benefit of CRM • Explosion of CRM both in IT & Retail Marketing• Enablers for Growth of CRM• Why Business should adopt CRM• Building Customer Value & Loyalty• Conducting Market Research for Database & Analyze

Information• Presentation: “Refer List of Topics related to CRM”

ACCMAN


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Presentation: List of Topics related to CRM

1. Marketing Resource Management2. Territory Management3. Opportunity Management4. Service Order Management5. Service Contract Management6. Complaints & Returns7. Case Management8. Warranty Management9. Trade Promotion Management10. Lead Management11. Sales intelligence12. Business intelligence13. Consumer Relationship System

ACCMAN


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Presentation: List of Topics related to CRM

14. Customer Experience

15. Customer Intelligence

16. Data mining

17. Database marketing

18. Employee experience management (EEM)

19. Enterprise Feedback Management (EFM)

20. Enterprise relationship management (ERM)

21. Sales force management system

22. Sales process engineering

23. Support automation

24. Web management system

25. E-CRM

ACCMAN


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ACCMAN


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Contents

• CRM Framework• Types of CRM (Operational, Analytical, Collaborative)• Loyalty Building as a Process• Ladder of Loyalty• Bonding for Customer Relationship• Zero Customer Defection• Customer Retention Program

ACCMAN


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ACCMAN


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Contents

• Criteria for evaluating Technological solution for CRM• Global CRM product Market• Case Study: Microsoft CRM Solution• Components of e-CRM• Data Warehousing• Data Mining & CRM• Functionality of CRM components• Campaign Management• Sales Force Automation• Customer Service & Support

ACCMAN


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ACCMAN


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Contents

• Process Overview of CRM• Implementing CRM• Customer Loyalty Programs & Rewards• Evaluating Loyalty Programs• Market Basket Analysis• RFM Analysis• Customer Retention• Converting Good Customers into Loyal• Dealing with Unprofitable Customers• Case-Study: “Tesco - Customer Retention”

ACCMAN


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ACCMAN


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Contents

• CRM in B2C Market– Telecom

– Airlines

– Banking

– Hospitality

• CRM in B2B Market• Impact of Service Quality on Loyalty• Case Study- Implementing a CRM Solution at Ritu Kumar• Case Study- Implementing a CRM at ICICI Bank

ACCMAN


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ACCMAN


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Contents

• Market Segmentation• Steps in Segmentation• Levels of Market Segmentation• Segmenting Consumer Market • Bases for Business Market segmentation• Market Targeting-Effective Segmentation Criteria • Evaluating & Selecting the Market Segments

ACCMAN


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Question 1 ‘The customer is king’

• Discuss whether you agree or disagree with this statement, giving reasons for your answer.

Question 2 Evaluate the ways in which market research

information can be used for control purposes within

your organization.

Assignment:01

Customer Relationship Management Overview of CRM

ACCMAN

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Designing a CRM Strategy

Your bank is about to launch a new integrated current account product that is aimed at providing many customer services within a single account, including regular current account services, loan and mortgage facilities and a high interest savings facility. Mortgage customers will only pay interest on the net balance owing on the account, which offers a significant saving to them over the life of the mortgage.

The product is being marketed as a flexible lifestyle product, which a customer can use in different ways as their needs change over the family life cycle.

Assignment:02


ACCMAN

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Designing a CRM Strategy

(a) Consider how the CRM approach used for the new product may differ from that used for customers with a regular current account.

(b) What CRM approach would you recommend for: – Newly married couples opening a joint account for the first

time? – Married couples with teenage children and a mortgage? – Couples whose children have left home and have paid off

their mortgage?

Assignment:02


ACCMAN

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Analysis of different CRM StrategiesThis project requires you to analyze CRM strategies of different industries. You are to assume that your management team of (maximum of four individuals) is part of a large company like IBM, General Motors, Mitsubishi, Xerox, Royal Dutch, Proctor & Gamble, L & T, Sony, Nokia, Philip Morris, 3M, Wal-Mart, HBSC, ICICI, or Johnson and Johnson, Pantaloons, Big Cinema, Tata Consultancy Services, Infosys, HP, Siemens with unlimited resources available. Select any one company (Domestic or MNC) and Identify different kind of their Relationship (CRM) strategies, Loyalty Program & Retention Program etc…implemented in their organization..

Project Work


ACCMAN

There is no minimum or maximum length to this assignment, however it is not believed that this assignment can be completed in less than 08 – 10 pages double spaced. Last Date of Project submission is 10th March 2010.

Crm syllabus

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