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
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• 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
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• 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
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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
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
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
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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
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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.
