This document outlines a course on Customer Relationship Management (CRM). The goal of CRM is to track and analyze customer information to improve customer relations and lifetime value. The course objectives are to provide tools to understand how to manage customer relationships and enhance their lifetime value. Upon completing the course, students will be able to understand and analyze CRM, and use tools and techniques to manage customer relationships. The course syllabus covers topics like the importance of CRM, the CRM process, CRM architecture using tools like data warehousing and data mining, the impact of CRM on marketing channels, and implementing a CRM system.
2. INTRODUCTION
Customer Relationship Management is all the
tools, technologies and procedures to
manage, improve, or facilitate sales, support
and related interactions with customers,
prospects, and business partners throughout
the enterprise. The goal of the system is to
track, record, store in databases, and then
determine the information in a way that
increases customer relations
3. LEARNING OBJECTIVES
To provide tools and techniques to the
students along with an understanding as how
to manage relationship with customers, and
enhance Lifetime Value of Customers.
4. LEARNING OUTCOMES
On completion of this course the student would
be able :
• 1. To understand and analyze customer
relationship management,
• 2. To use tools and techniques along with an
understanding as how to manage relationship
with customers, and enhance lifetime value of
customers.
6. Unit I : Introduction and significance of
Customer Relationship Management
• CRM Emerging Concepts;
• Need for CRM;
• Customer Retention,
• Customer Loyalty,
• Customer Value,
• CRM Applications;
• CRM Model.
7. Unit II: CRM Process
• Introduction and Objectives of CRM Process
• E-CRM
• CRM Cycle,
• CRM process in different industries
8. Unit III: CRM Architecture
• IT Tools in CRM;
• Introduction to Data Warehousing,
• Data Mining
• Benefits of CRM Technology.
9. Unit IV:
Impact of CRM on Marketing Channels
• Role and significance of channels in CRM,
• Factors affecting CRM through channels,
• Major challenges facing CRM through
channels.
