CW3003 Customer Relation Management Syllabus:
CW3003 Customer Relation Management Syllabus – Anna University Regulation 2021
COURSE OBJECTIVES:
• To Learn the fundamentals of strategic and operational of CRM
• To understand operational methods of CRM
• To understand different analytical methods of CRM to enhance customer experience.
• To Learn the fundamentals of analytical CRM
• To Understand and apply the elements and tools of CRM to manage customer portfolios.
UNIT I UNDERSTANDING CUSTOMER RELATIONSHIPS
CRM definition and constituencies, understanding and misunderstanding CRM, the social CRM fit, commercial contexts, the third sector- not-for-profit, CRM models. Relationship quality, customer lifetime value, relationships with customers and suppliers. Managing the customer lifecycle – customer acquisition, retention and development.
UNIT II STRATEGIC CRM
Customer portfolio management (CPM) – Customer portfolio, basic disciplines of CPM, CPM in B2B context, CPM models, tools for CPM, strategically significant customers, seven core customer management strategies.
UNIT III OPERATIONAL CRM
Sales force automation (SFA) – SFA and its ecosystem, SFA software functionality, SFA adaptation. Marketing automation (MA) – definition of MA, benefits and software applications. Service Automation (SA) –customer service definition, modelling service quality, software for SA, benefits of SA, customer service excellence certification.
UNIT IV ANALYTICAL CRM
Customer database management –corporate customer data, structured and unstructured data, developing a customer database, data – integration, warehousing and marts in the CRM context, knowledge management, Analytics for – CRM strategy and tactics, customer lifecycle, structured and unstructured data, Big data analytics in CRM, analytical insights.
UNIT V MANAGING CUSTOMER EXPERIENCE AND VALUE
Understanding Value and when do customers experience value, Modelling customer-perceived value, Sources of customer value, Value through the marketing mix, Customisation for customer value. Understanding customer experience and concepts, how to manage customer experience, CRM vs CEM, Use of CRM software in CEM
TOTAL:45 PERIODS
COURSE OUTCOMES:
CO1: Understand the elements of CRM
CO2: Apply the elements of CRM to manage customer portfolios.
CO3 : Understand the tools of CRM
CO4: Apply the tools of CRM to manage customer portfolios.
CO5: Understand different analytical methods of CRM to enhance customer experience
TEXT BOOKS:
1. Buttle Francis and Maklan Stan, Customer Relationship Management – Concepts and Technologies, Special Indian edition, Fourth edition, Routledge, 2019.
2. Gerardus Blokdyk, Customer Relationship Management – A complete guide 2020 edition, 5starcooks, 2019.
REFERENCES :
1. Henry Assael, Consumer Behavior, Cengage Learning, 6th Edition, 2008
2. Kumar, Customer Relationship Management – A Database Approach, Wiley India, 2012.
3. Kumar and Werner Reinartz, Customer Relationship Management, Concept, Strategy and Tools, Springer 2018.
4. Zikmund, Customer Relationship Management, Wiley 2012.
5. G. Shainesh, J. Jagdish N Seth. Customer Relationship Management : Emerging Concepts, Tools and Application, McGraw Hill Education, 2017.