CUSTOMER RELATIONSHIP MANAGEMENT

Paper Code:

MRM424

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

The course will enable students to learn and explore the strategies of customer relationship management

Course Outcomes:

Course

Learning Outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MRM424

CUSTOMER RELATIONSHIP MANAGEMENT

(Theory)

CO622: Identify the conceptual dimensions of CRM and its emergence

CO623: Define that customer relationships are of first and foremost importance.

CO624: Explain the customer care technologies and understanding their advantages

CO625: Explore the relationship with other parties

CO626: Manage service failures for customer retention

CO627: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

12.00

Unit I:

Relationship Marketing

Relationship Marketing: Types of Relationships in Business, Stages of relationship, Issues in Business Relationship, Theories of relationship Marketing

12.00

Unit II:

CRM

CRM: Concept, History and Development of CRM, CRM Cycle, Stakeholders in CRM, Significance of CRM, Customer Retention, Customer Retention Management, Customer Recall Management, Customer Experience Management, CRM Process

12.00

Unit III:

Customer Satisfaction

Customer Satisfaction: Meaning, Components, Scales and Models for measuring Satisfaction- Customer Satisfaction Index (CSI), Common Measurement Tools (CMT), Kano Model.
Customer Loyalty and Involvement: Ladder of Loyalty, Dimensions of Customer Loyalty, Categories of Customer Loyalty, Loyalty Programmes, Permission Marketing
Service Quality: A brief idea about Service Quality, SERVQUAL and SERVPERF, Retail Service Quality and Banking Service Quality Scales

12.00

Unit IV:

Information Technology Dynamics

Information Technology Dynamics: e-CRM, nature of e-Relationships, Developing trust online, Managing online relationships, Database Management, Database Warehousing and Data Mining. Call Centre, Multimedia Contact centre, Electronic Point of Sale, Customer Service Help Desk, System Integration, Sales Force Automation

12.00

Unit V:

Service Recovery Management

Service Recovery Management: Service Failure, Reasons, Measuring Service recovery effectiveness, Stages of Service Recovery Management, Types of Service Recovery Management.
Managing other relationships: External– Government, Authorities, Lender and Financial Bodies, Public, Mass media, Alliance, Partners, Suppliers. Internal Customers.

Essential Readings:

Alok Kumar Rai, Customer Relationship Management, PHI Learning Pvt Ltd, New Delhi, 2nd Edition, 2014
Mark Godson, Relationship Marketing, Oxford University Press, New Delhi, 2012
Baran , Galka, Strunk, Customer Relationship Management, Cengage Learning, 2011

References:

Suggested Readings:

· Jill Dyche, The CRM Handbook, Pearson, 2011

· Peeru Mohammed, Sagadevan, Customer Relationship Management, Vikas Publishing House, 2010

· Ed Peelen, Customer Relationship Management, Pearson, 2013

E- Resources

· https://www.investopedia.com/terms/c/customer_relation_management.asp https://www.techtarget.com/searchcustomerexperience/definition/CRM-customer-relationship- management

· https://www.measimba.ac.in/pdf/course-materials/PMF16.pdf https://www.ncertbooks.guru/customer-relationship-management-notes/

Journals

· https://www.gjust.ac.in/department/hsb/hsb_journals.html

· https://www.igi-global.com/journal/international-journal-online-marketing/41737

https://iupindia.in/Marketing_Management.asp