SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION

Program: MBA Trimester: VI

Course: Customer Relationship Code:
Management
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End
Session Group work Evaluation Examination
(TEE)
20 3 60% 40%
Course Rationale:
CRM as a strategy and Technology promises a fully integrated, sense and respond framework for
supporting one-to-one customer relationships. This course is based on the optimism that there is so much
more value that can be delivered and captured by adopting a CRM approach to business. The course delves
into;The concept of CRM and its significance to business, Role of Technology in CRM, Best practices in
CRM strategy development and implementation, Factors contributing to successful assimilation of a CRM
programme in an organization and Causes for CRM failure.

Course Objectives:
1. Understand concepts & framework in CRM.
2. Apply tools & techniques relevant to CRM
3. Design CRM Strategies based on customer data/information

Learning Outcomes:
1. Define and exemplify differences between Marketing CRM, Operational CRM,  and Analytical CRM
2. Define the IDIC Model and describe both B2B and B2C examples of personalization
3. Discuss the comparative advantages leading vendors of CRM technology
4. Develop a CRM programme for a business

Prerequisite:

Pedagogy:
The pedagogy would include learner centered practices such as case discussions supplemented by instructor
led class discussions.

Textbook:

These books focus on the topics being covered in the course.

 Customer Relationship Management- A Strategic Perspective, Jagdish Seth, Shainesh Kumar, Laxmi
Publications 2007

Reference Books:
 Why CRM Doesn’t Work, Frederick Newell, John Wiley, 2003.
 Managing Customers for Profit, V. Kumar, Pearson, 2008.
 What the Customer Wants You To Know, Ram Charan, Penguin, 2007.
 Nuts and Bolts of CRM, Dhruv Nath, McGraw, 2005.
 Customers for Life, Jagdish Seth and Andrew Sobel, Simon and Schuster, 2000.

1
Journals:

Links to websites:

Evaluation Scheme:

 Class Participation/Presentations (CP) 20%

 Project/Written Assignments 20%
 Quizzes (with or without notice) 20%
 Term-End Exam 40%
Total 100%

Session Plan:
1-2 Course Overview  Appreciate Class Discussion Textbook :
 Conceptual Criticality of Chapter 1
Foundation of CRM Customer
 Customer Life cycle Relationships
 Concept of Customer  Discuss Evolution
loyalty of CRM, Benefits
of CRM, Schools
of CRM
3- 4 Building CRM  Understand Case: Textbook :
Frameworks Relationship Nokia India: Battery Chapter 3
 Methods build Building as a Recall Logistics
customer loyalty Process #W11082-PDF-ENG
 Introducing and  Apply CRM in Published 2011
Measuring customer Product Markets HBS
lifetime value and in Service
Recovery
5 CRM in Services Develop CRM Case: Textbook :
Industry programmein the Measure of Delight: The Chapter 5
 Relevance of CRM in context of Pursuit of Quality at
Service industry Hospitality, Telecom, AT&T Universal Card
 Measures to achieve Banking and Airlines. Services
customer loyalty in #694047-PDF-ENG
service Published 1993
Revised 1997
HBS
6 CRM in B2B Industry  Discuss Case: Textbook :
 Relevance of CRM in Characteristics of Cognizant Technology Chapter 6
B2B industry Business Markets Solutions
 Measures to achieve  Discuss the #408099-PDF-ENG
customer loyalty in importance of Published 2008
B2B CRM in B2B Revised 2011
Markets HBS

7 CRM - Key Account  Develop a key Case: Textbook :

Management account Siemens AG: Key Chapter 6
 Define Key Account management plan Account Management Ref. Book 4
 Nurturing key  Understand #512110-PDF-ENG Chapter 3&4
Accounts Customer Life Published 2012
 Managing Key Cycle HBS
Accounts Management

2
8 E CRM Solutions  Discuss Sales Case: Textbook :
 Technologies and Force Automation, Cisco Systems Chapter : 7
tools of CRM Data warehousing Architecture: ERP and
and Data Mining Web-enabled IT
 Evaluate the #301099-PDF-ENG
adequacy of CRM Published 2001
solutions Revised 2005
HBS
9-10 Loyalty Programs Develop an effective Case: Ref. Book: 2
 Evolution of Loyalty loyalty programme Harrah’s Entertainment, Chapter10
Programmes Inc.
 Linking loyalty to #502011-PDF-ENG
profits Published 2001
Revised 2004
HBS
11-12 Customer Contact  Understand the Case: Ref. Book : 1
Centers role of contact ACTC Customer Service Chapter 9
 Role of Contact centers Department
centers in CRM  Device Strategy, #393056-PDF-ENG
 Managing contact Structure, Metrics Published 1992
centers for contact Revised 1993
centers HBS
13-14 Challenges in CRM Discuss the Case: Ref. Book : 1
Implementation challenges and Implementing Sales Force Chapter 11
 Technology strategies for CRM Automation at Quantum
challenges implementation Technology
 Organizational #M311-PDF-ENG
challenges Published 2008
HBS
14-16 ROI From CRM  Assess the Case: Readings:
 Cost of CRM Returns on CRM  Customer Ref. Book : 1
 Financial Analysis of  Evaluate the Profitability and Chapter 4
CRM initiatives financial Customer
feasibility of Relationship
CRM proposal Management at RBC
Financial Group
#102043-PDF-ENG
HBS
 Microeconomics of
Customer
Relationships
#SMR197-PDF-ENG
Published 2006
HBS
17 What Doesn’t Work in  Evaluate the Class Discussion Readings:
CRM failure chances in Ref. Book : 2
 Fail points in CRM CRM design Chapter 1
 Measures to ensure  Evaluate the Article :
CRM success failure chances in Avoid the Four
CRM Perils of CRM
implementation # R0202J-PDF-
ENG
Published 2002
HBS

3
18 CRM in the Digital world  Design CRM Case: Readings:
program which Cyworld: Creating and Ref. Book : 2
has an important Capturing Value in a Textbook :
online dimension Social Network Chapter 7
# 509012-PDF-ENG Article :
Published 07.11.2008 Why You Need
Revised 26.11.2008 a New-Media
HBS "Ringmaster"
#R1012E-PDF-
ENG
Published 2010
HBS

Patrick Spenner
Placing Trust at
the Center of
Your Internet
Strategydrag
item
Glen L. Urban;
Fareena Sultan;
William J.
Qualls
Publication
Date
Oct 01, 2000
19-20 Group Project
Presentations