Customer Relationship Management

Paper Code: 
MAM 424
Credits: 
4
Contact Hours: 
60.00
Objective: 

To give students in depth aspects related to dealing with consumers at large.

12.00
Unit I: 
Introduction to Customer Relationship Management:

Definition and Significance of Customer Relationship Marketing, Customer-supplier relationship, CRM Strategy, Customer Life Time Value, Relationship Life Cycle.

12.00
Unit II: 
Building Customer Relationship Management:

Requisites for Effective Customer Acquisition, Customer Knowledge Management for Effective CRM, Customer Retention Process, Strategies to Prevent Defection and Recover Lapsed Customers.

12.00
Unit III: 
CRM Process:

Introduction to CRM Process, CRM Business Plan, Insight into CRM and e-CRM, Relationship Policy and Loyalty Programmes.

12.00
Unit IV: 
CRM Implementation:

CRM framework for Implementation, Implementing CRM Process, Barriers to effective CRM.

12.00
Unit V: 
Trends and Issues in CRM:

CRM in e- business (B2B & B2C), Measuring the Effectiveness of CRM, Factors Influencing the future of CRM.

References: 

• Alok Kumar Rai, Customer Relationship Management: Concepts & Cases Prentice Hall 2nd editon, 2013
• SeemaGirdhar, Understanding CRM, Excel Book 2013
• G.K. Bhat, Customer Relationship Management , Himalaya Publishing house, 2013
• Alok Kumar, ChabbiSinha&Rakesh Kumar, Customer Relationship Management: Concepts & Application Biztantra, Delhi, 2007
• H Peeru Mohamed, A Sagadevan, Customer Relationship Management- A Step-by-Step Approach, Vikas Publishing House Pvt. Ltd., Delhi, 2008
• Mark Godson, Relationship Marketing, Oxford University Press, 2010

Academic Year: 
2018-2019
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