Crm syllabus
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This document contains information about a course on Customer Relationship Management (CRM) and loyalty programs offered by ACCMAN Institute of Management. It includes 15 sections that provide an overview of the topics to be covered in the course, learning outcomes, objectives, reference books and websites, course structure, sample assignments and a project on analyzing CRM strategies of different industries. The key topics to be covered include the fundamentals and importance of CRM, building customer loyalty, technological tools for CRM, operational issues in implementing CRM, and applying CRM in business-to-business and business-to-consumer markets.
Crm syllabus
- 1. 07/04/15 1 By : Amit Kumar MBA in International Business (Switzerland) B.Tech in Computer Science (Chennai)
- 2. 07/04/15 2 “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
- 3. 07/04/15 3 “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 Customer Relationship Management & Loyalty Program
- 4. 07/04/15 4 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 Customer Relationship Management & Loyalty Program
- 5. 07/04/15 5 • 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 Customer Relationship Management & Loyalty Program
- 6. 07/04/15 6 • 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 Customer Relationship Management & Loyalty Program
- 7. 07/04/15 7 • http://en.wikipedia.org/wiki/Customer_relationship_managem • 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 Customer Relationship Management & Loyalty Program
- 8. 07/04/15 8 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 Customer Relationship Management & Loyalty Program
- 9. 07/04/15 9 ACCMAN Customer Relationship Management & Loyalty Program
- 10. 07/04/15 10 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 Customer Relationship Management & Loyalty Program
- 11. 07/04/15 11 Presentation: List of Topics related to CRM 1. Marketing Resource Management 2. Territory Management 3. Opportunity Management 4. Service Order Management 5. Service Contract Management 6. Complaints & Returns 7. Case Management 8. Warranty Management 9. Trade Promotion Management 10. Lead Management 11. Sales intelligence 12. Business intelligence 13. Consumer Relationship System ACCMAN Customer Relationship Management & Loyalty Program
- 12. 07/04/15 12 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 Customer Relationship Management & Loyalty Program
- 13. 07/04/15 13 ACCMAN Customer Relationship Management & Loyalty Program
- 14. 07/04/15 14 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 Customer Relationship Management & Loyalty Program
- 15. 07/04/15 15 ACCMAN Customer Relationship Management & Loyalty Program
- 16. 07/04/15 16 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 Customer Relationship Management & Loyalty Program
- 17. 07/04/15 17 ACCMAN Customer Relationship Management & Loyalty Program
- 18. 07/04/15 18 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 Customer Relationship Management & Loyalty Program
- 19. 07/04/15 19 ACCMAN Customer Relationship Management & Loyalty Program
- 20. 07/04/15 20 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 Customer Relationship Management & Loyalty Program
- 21. 07/04/15 21 ACCMAN Customer Relationship Management & Loyalty Program
- 22. 07/04/15 22 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 Customer Relationship Management & Loyalty Program
- 23. 07/04/15 23 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
- 24. 07/04/15 24 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 Customer Relationship Management Overview of CRM ACCMAN
- 25. 07/04/15 25 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 Customer Relationship Management Overview of CRM ACCMAN
- 26. 07/04/15 26 Analysis of different CRM Strategies This 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 Customer Relationship Management Overview of CRM 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.
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