Coursename: Customer Relationship Management

Course Name: Customer Relationship Management Credits 3 Faculty Name Prof Krishna Das Gupta(2), Mr Nitin Goyal (1) Program MBA Class and Term 2016-18 Term V

Course Description

Customer Relationship Management (CRM) is a business strategy for maximizing shareholder value through acquiring, enhancing, and retaining desired customers. This course will examine the concepts, processes, and technologies an organization uses to achieve superior performance through customer knowledge. The course emphasizes methods of accessing knowledge, collaboration among team members, performance measurement and continuous improvement through analysis of results. Corporate scenarios will be used to illustrate best practices.

Course Objective

The course addresses two broad themes: 1) Customer centric value based marketing and 2) customer data analytics. The first theme explores customer relationship management, customer lifecycle, customer profitability. The second part emphasizes on analysis of data.

Students Learning Outcomes After going through this course the students will be able to  The course intends to build knowledge of a rapidly emerging marketing arena-customer centric marketing which is the beginning of a new business paradigm.

 To emphasize the importance of customer lifecycle and customer valuation in CRM decisions.

 To expose participants to various commonly used modeling and data mining techniques.

Required Text Books and Reading Material

CUSTOMER RELATIONSHIP MANAGEMENT: by Francis Buttle

Pedagogy

Mix of lecture sessions Case discussions and presentations.

Group Project To be discussed in the class. Evaluation Quiz -30 marks

Case Analysis Presentations/Practical - 10marks

Group project - 20 marks

End term exam - 40marks

Session Plan

Session Number Topics/Activities Reading/case list etc. Sessions 1-2 History & Development of RelationshipTesco paradigm,

Sessions 3 CRM and CEM

Sessions 4-5 Metrics of CRM: Customer Acquisition,Case lets Customer Profitability, Customer Lifetime Value, CRM metrics

Sessions 6 Academic and Practitioner FrameworksCase lets Strategic CRM

Sessions 7 Case- Capital One

Sessions 8 Loyalty as a basis of segmentation, LPCase lets Programs

Sessions 9 Multichannel Integration CampaignHilton Management, Sales Force Automation, operational issues in implementation of CRM Sessions 10 Competing with analytics Netflix & Harrah’s

Sessions 11-12 Importance of CRM in B2B.KAM IOR’s,Alphatech Network Perspective on KAM/NAM/GAM Sessions 13 Wrap up and Project Presentation

Session 14-15 CRM IT Tools in the market

 Classifications of CRM Tools and features  SAP  Oracle/Siebel CRM  Salesforce CRM  Zoho CRM  New and Innovative Startups in this space

Session 16-17 CRM - Drive Business Intelligence using AnalyticsCase studies – 2 Sessions

 ETL (Extract, Transform and Load) mechanism – use of IT processes to gather data

Session 18-19 CRM - Implementation in an Enterprise

Session 20 CRM Case Studies - Use of IT for CRM scenarios

Additional Recommended Readings Roland Rust, Valarie A. Zeithaml ,and Katherine N. Lemon (2004), “Customer-Centered Brand Management,” Harvard Business Review, September, pp. 110-118.

Fournier, S, Dobscha, S, and Mick, D. G. 'Preventing the Premature Death of Relationship Marketing', Harvard Business Review, January - February 1998, pp. 42-51. Parvatiyar, A and Sheth, J.N. (2001), “Conceptual Framework of Customer Relationship” in Customer Relationship Management – Emerging Concepts, Tools and Applications, Sheth, J.N., Parvatiyar, A. and Shainesh, G., Eds., New Delhi: Tata McGraw Hill, pp. 3-25.

Juttner, U. and Wehrli, H. P., 'Relationship Marketing from a Value System Perspective', in Adrian Payne (Ed.), Advances in Relationship Marketing, Kogan Page, 1997, pp. 223-246.

Millman, T.,'Key Account Management in Business -to-Business Markets', in Adrian Payne (Ed.), Advances in Relationship Marketing, Kogan Page, 1997, pp. 133-144.

Reichheld, F. F., 'Learning from Defections', Harvard Business Review, March-April 1996, pp. 56- 69.