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Specialisation – D

16MBA431 CUSTOMER RELATIONSHIP MANAGEMENT


L T P C
4 0 0 4
Course Prerequisite: None
Course description:
The course is about the importance of customer relationship management in sustaining competitive
business of the current world. It delves into the available solutions and key conceptual aspects of
customer relationship management

Course Objective:
1. Introduce the concept of customer relationship
2. To explain how CRM builds customer loyalty and satisfaction
3. Explain about the process involved in CRM
4. Describe an open source CRM
5. Explain the project management in CRM implementation

UNIT I: FUNDAMENTALS OF CRM


Conceptual foundation of CRM – Evolution of CRM, - building customer relationship – economics
of CRM – relationship selling concept.

UNIT II: CRM IN CONSUMER MARKETS


CRM in consumer markets – customer service and contract centers for CRM – customer satisfaction
and loyalty

UNIT III: SUSTAINING CRM


Customer acquisition, retention and development – complaint management, sales force automation.

UNIT IV: SOFTWARE SOLUTIONS TO CRM


Open source CRM software description and hands on usage

UNIT V: PROJECT MANAGEMENT IN CRM


Managing CRM Project – planning CRM Programme; Technological and operational issues in
implementing CRM – benefits and barriers to CRM; Customer relationship quality management –
designing an effective relationship management system, CRM Roadblocks

Course Outcomes:
At the end of the course the student will be able to
1. Describe the need for CRM
2. Describe how CRM can used to enhance customer loyalty and satisfaction
3. Describe the process and methods used in the CRM software
4. Lead and manage CRM implementation projects

Dept. of Management Studies 126 | P a g e


References:
1. Jagadish, N. Sheth, Customer relationship management, TMH 2008
2. MukeshChaturvedi, Customer relationship management, Excel 2008
3. Peelan, Customer relationship management,pearson, 2008
4. Roger, J. Baran, Customer relationship management,Cenage 2009
5. G. Shainesh and Jagadish, N. Sheth, Customer relationship management A strategic Perspective,
Macmillan
6. John, W. Gosney and Thomas, P. Boehm, Customer relationship management essentials, PHI
2008
7. Subhasish Das, Customer relationship management, Excel 2008

Mode of Evaluation: Assignments, Seminars, Written Examinations

Dept. of Management Studies 127 | P a g e

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