Professional Documents
Culture Documents
CourseCode : SLMM611
Objectives
i) ii) iii) To make the students understand the organizational need, benefits and process of creating longtermvalueforindividualcustomers TodisseminateknowledgeregardingtheconceptofeCRMandeCRMtechnologies. To enable the students understand the technological and human issues relating to implementationofCRMinorganizations AUTHOR/PUBLICATION Peelen,Ed. Pearson Zikmund,WilliamG.etal. JohnWiley. Dyche,Jill.Pearson
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REFERENCEBOOKS CustomerRelationshipManagement CustomerRelationshipManagement: IntegratingMarketingStrategy&Information Technology TheCRMHandbook CRMattheSpeedofLight,4 e CustomerRelationshipManagement,A strategicImperativeintheWorldofeBusiness TheOnetoOneB2B: CustomerRelationship ManagementStrategiesfortheRealEconomy TheHandbookofKeyCustomerRelationship Management
CustomerRelationshipManagement(Emerging Sheth,JagdishN.etal.TMH Concepts,Tools&Applications) HBRonCustomerRelationshipManagement HandbookofRelationshipMarketing DetailedSyllabus Introduction:DefinitionofCRM,CRMasa businessstrategy,elements ofCRM, CRMprocesses andsystems. Strategy and Organization of CRM: History of CRM, Dynamics of Customer Supplier Relationships,NatureandcontextofCRMstrategy,Therelationshiporientedorganization. Marketing Aspects of CRM: Customer knowledge, privacy issues, communications and multi
DetailedSyllabus TheClassof2010 FourthSemester
31
channelsinCRM,theindividualizedcustomerproposition,Relationshippolicy. AnalyticalCRM:Relationshipdatamanagement,Dataanalysisanddatamining,Segmentationand selection,Retentionandcrosssellanalysis,Effectsofmarketingactivities,Reportingresults. OperationalCRM:Callcentremanagement,Internetandwebsite,Directmail CollaborativeCRM CRMSubsystems:ContactManagement,CampaignManagement,SalesForceAutomation ChoosingCRMTools/SoftwarePackage: ShortlistingprospectiveCRMvendors,settingevaluationcriteriafortheappropriateCRMpackage, selectionCRMimplementation. CRMsystemsandImplementation:CRMsystems,ImplementationofCRMsystems Applicationsinvariousindustries:Applicationsinmanufacturing,bankinghospitalityandtelecom sectors EthicalIssusinCRM Cases Facultywillbehandlingeightormorecases Tesco:TheCustomerRelationshipManagementChampion BumrungradsGlobalServicesMarketingStrategy AirMilesCanada:RebrandingtheAirMilesRewardProgram RosewoodHotelsandResorts:BrandingtoIncreaseCustomerProfitabilityandLifetimeValue HarrahsCRMStrategy ReorganizingAT&T:FromVerticallyIntegratedtoCustomerCentricOrganization(B) SunsilkGangofGirls:HindustanLeverLimitedsOnlineSocialNetworkingInitiativeinIndia ANoteonMobileCRM SixSigma:ATooltoIncreaseCustomerSatisfactionatBankofAmerica TheAXAWay:ImprovingQualityofServices DellsCustomerContactCenterOperationsinIndia CRMImplementationFailureatCignaCorporation CustomerCentricityatCommerceBank HPCL:CustomerServiceInitiatives LoyaltyCardProgramsinIndianRetailing ShoppersStopConsumerLoyaltyProgram
Source: CaseStudiesinCustomerRelationshipManagementVolumeII
DetailedSyllabus TheClassof2010
FourthSemester
32
SuggestedScheduleofSessions Topic Introduction StrategyandOrganizationofCRM MarketingAspectsofCRM AnalyticalCRM OperationalCRM CollaborativeCRM CRMSubsystems ChoosingCRMTool/Softwarepackage CRMSystemsandImplementation ApplicationofCRMinVariousIndustries EthicalIssuesinCRM Total No.ofSessions 1 2 5 5 5 2 4 2 3 3 1 33
DetailedSyllabus TheClassof2010
FourthSemester
33