Page 4 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

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.