RELATIONSHIP MANAGEMENT

CONTRIBUTERS: Prof. Dr. Rajendra Bartakke Prof. Ajit Athalye

MIT SCHOOL OF BUSINESS

PGDM- 30th Batch Sub: Relationship Management Session Plan

Semester- III

COURSE NAME : PGDM RELATIONSHIP MANAGEMENT (Syllabus and Session Plan) Objectives of the Course:

SEM: III

1. To impart comprehensive knowledge about the CRM and its importance in business to the students. 2. To make the students knowledgeable and skillful in developing CRM programme. Session No. 1 Topics Introduction Establishing rapport between faculty and students, syllabus overview, about lectures and cases, etc. Customer Care Customer Response Customer Satisfaction Complaint Management Case 1 Customer Life Cycle Customer Life Value Relationship Marketing Case 2 Customer Relationship Management Definition Customer Relationship Framework Scope Core Module of CRM Technology and CRM Book 1 (59) Book 1 (21) Book 1 (33) Book 1 (44) Ref. Book (Page No.)

2 3 4 5 6 7

Book 1 ( 3) Book 3 (89) Book 3 (109) Book 3 (170)

8 9 10

11

Levels of CRM CRM in B2C

Book 5 ( 61)

12 13/14

Case 3 Loyalty Management Definition Customer Loyalty and Satisfaction Advantages of Customer Loyalty Drivers of Customers Loyalty Loyalty breakers How to increase loyalty? Reclaiming Lost Customers Customer Loyalty Management Loyalty programmes Case 4 CRM : Customer Retention Strategy Service Quality and CRM Case 5 Book 6 ( 195) Book 1 (70) Book 1 (70) Book Book Book Book Book Book 3 (140) 3 (144) 3 (145) 3 (150) 3 (159) 3 (163)

15 16 17 18

19

Customer Driven Quality Quality ad its relevance to CRM Concept of Customer Driven Quality Quality Management Quality Policy Quality Objectives Quality Management System Quality managements principles Implementations of Quality Management System CRM in B2B Case 6 CRM & Sales Force Automation Meaning Objectives of SFA Features of SFA Strategic Advantage of SFA Key factors of successful SFA e-CRM Meaning

Book 1 (70)

20 21 22

Book 5 ( 88 )

Book 1 (70)

23

Book 1 (70)

Assignments;
Assignment No 1: Prepare a detailed project on the banking sector of India, highlighting all possible touch points used by banks today. Also prepare a comparative analysis of the touch points used in nationalized banks and private banks in India.

Assignment No.02 Compare Schemes of two credit card companies in India and analyze how effective are Reward Points for ensuring continuous use and retention of credit cards.

Assignment No.03

Describe application of CRM in one of the following industries: automotive / chemical/ steel/ cement or any B2B industry.

B2B CRM When it comes to customer relationship management, the business-to-business (B2B) world has good reason to feel neglected. It is easy to forget that CRM is a concept with its roots in the B2B sector when it is often so poorly served with relationship techniques and examples. And with B2C customer champions stealing the limelight, B2B CRM success stories rarely get a look in indeed, outside of Dell, how many other B2B firms attract similar praise as their B2C contemporaries? As such, you can appreciate why the business-to-business field could feel somewhat short changed by customer relationship management. Nevertheless, despite this imbalance, there is just as much benefit from customer relationship management for the B2B firm as there is for the B2C business. There are of course, some significant differences between the two. B2Cs may serve millions of customers whilst B2Bs often have only a few large customers. B2Bs also often have smaller product ranges than their B2C peers, and the purchases are less frequent but higher value. Yet despite these discrepancies, most of the principles that have proven such a success in business-to-consumer can also be applied with equal achievement in business-to-business as well as providing the same ROI.

The elements of customer relationship management may take unique forms in B2B industries there is dealer management for automotive companies for instance, or trade promotions management for consumer products firms but the overriding concepts are still the same: understand your customers, form a strategy and then set in place the people, processes and technologies. High-level CRM may have emerged out of industries such as telcos and banking, but B2B has been catching up and learning from the mistakes of B2C sectors too and these mistakes are many.

The B2B sector is developing and will lead to increased profits for the business world.