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SYLLABUS
                                       Customer Relationship Management



          Objectives: Objective of this course is to develop in students an ability to manage effective relationships with customers in a
          range of business settings. Students would be able to
               Design, develop & integrate CRM mechanism in everything organization does.
               Develop strategies to use CRM mechanism for a competitive edge.

               Develop a customer centric organization culture.
             Sr. No.                                           Topics
               1.     Introduction to CRM: Definition, Scope, Evolution and Transformation of Customers, Touch Point Analysis.
               2.     Customer Value: Customer Relationship Styles, Types of Customer Value, Value Co-creation.
               3.     Analysing Profitability of Customers: Lifetime Customer Value, Base Profit Analysis, Value Chain Analysis,
                      Customer  Defection.  Customer  Retention:  Importance,  Stages,  Measurement,  Customer  Expectations:
                      Managing and Delivering.
               4.     Closed Loop Marketing (360 Degree Marketing) and, Data Mining, Cross-selling/up selling.
               5.     Technology for Customer Relations: Contact centre Technology, Front Desk Management Technology, CRM
                      Technology, Customer Data Management. e-CRM ; Its Importance; Recognising Barriers to Internet Adoption.
               6.     Managing  Customer  Relationship:  Stages,  Techniques  to  Manage  Relations,  Customer  Experience
                      Management.  Creating  a  Customer  Profile;  Knowing  your  Customers;  Segmenting  &  Targeting  Customers;
                      Tools used for  Segmenting & Targeting Customers.
               7.     Delivering the Customer Offer: Developing and Deploying CRM Strategy: CRM Program Life Cycle, Building
                      Blocks.
               8.     CRM  Measurement:  CRM  Metrics,  Loyalty  Programs,  Types  of  Customer  Metrics,  Customer  Indices:
                      Composite and Values, Application of Metrics.
               9.     Customer Privacy: Need, Importance and its Various Elements. Analysis of CRM Strategies and Approaches
                      Practised by Successful Business Houses in India and Abroad.
              10.     Emerging Trends in CRM,  Sales Force Automation.
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