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19-07-2012-MK-507-V2

IILM Institute for Higher Education

Course Manual: Customer Relationship Management (CRM) Academic Year: PGP 2011 201!

Industry sector

Job Opportunity understanding and ' after s$ills for has the of "ustomer processes# of in ol ing customer and

The aim of the course is for students to !ood understand the importance managing customer relations. Keeping tools for all companies across industries sales specifically in the ser ice sector ser ice#

of relationship

management %o&s

potential

customers satisfied and loyal is the aim employment

mar$eting# sales

interfacing roles such as "ustomer support &usiness de elopment.

19-07-2012-MK-507-V2

1.Introduction to the Module and Module Objective "he s#ecific aims of this module are that students should $e a$le to gras# the $asic conce#ts of Customer %elationshi# Management& "he s#ecific aims are to understand: "he meaning and definition of customer relationshi# management as 'ell as its significance in current mar(et scenario& )arious models for $uilding effecti*e customer relationshi#s& )arious as#ects of im#lementing C%M strateg+ in organi,ations& "o stud+ the C%M a##lications in Consumer and -usiness mar(ets and ho' it can $e used to create *alue for customers& Ho' to utili,e the information for $etter understanding of s#ecific customer re.uirements Ho' C%M is $eing used $+ com#anies across industries /retail0 hos#italit+ 0$an(ing1 to increase #rofits and customer lo+alt+ "he gro'ing im#ortance of 2ocial C%M and ho' it can $e used as a $usiness intelligence tool Measurement "ools li(e Customer Life "ime )alue and %3M&

Learning Outcomes -+ the end of this module students should $e a$le to: Ac.uire (no'ledge and conce#ts of the Customer %elationshi# Management& -e e.ui##ed 'ith re.uisite techni.ues and s(ill sets to understand 4 a##l+ the (no'ledge to Customer %elationshi# Management& 5e*elo# an understanding of recent de*elo#ments in Indian Consumers and the continuous changes in the mar(eting scenario 6nderstand the conce#t of the customer lo+alt+ #+ramid7ladder Calculate the customer lifetime *alue 6nderstand the a##lications of C%M across industries through the cases

19-07-2012-MK-507-V2

2.Introduction to the utors 2.1 !rea Chair " Prof& 2u8it 2engu#ta Phone 9um$er : :;110<=<!< Email I5 :su8it&sengu#ta>iilm&edu

2.2 Module Leader " Ms& 2hruti ?oll+ #mail I$ 2.% utors &acult' (ame Ms& 2hruti ?oll+ Ms& 2mitha Giri8a #mail I$ 2hruti&8oll+>iilm&edu smitha&giri8a>iilm&edu Location Lodhi %oad Lodhi %oad " shruti&8oll+>iilm&edu

19-07-2012-MK-507-V2

%.Module Overvie) C*+ OM#R R#L! IO(+,I- M!(!.#M#( Sessi on

Topic

Readings/Cases "ustomer )elationship Management# , -trategic .erspecti e &y ! -hainesh '/agdish 0 -heth # "hapter 1 5inno -tudy and "ustomer )elationship Management# , -trategic .erspecti e &y ! -hainesh '/agdish 0 -heth # "hapter 1 '2 "ustomer )elationship Management# , -trategic .erspecti e &y ! -hainesh '/agdish 0 -heth # "hapter 6 "ustomer )elationship Management# , -trategic .erspecti e &y ! -hainesh ' /agdish 0 -heth # "hapter 5 and <# .ages <2-9= "ustomer )elationship Management# )oger /. 8aran# )o&ert /. !al$a# 9aniel .. -trun$ # "hapter 12 and lecture slides "ustomer )elationship Management# )oger /. 8aran# )o&ert /. !al$a# 9aniel .. -trun$ # "hapter 12 and lecture slides "ustomer )elationship Management# , -trategic .erspecti e &y ! -hainesh '/agdish 0 -heth # "hapter 9# pages 1::-1<7 and The ")M Aand&oo$ &y /ill 9yche# "hapter 6

(hat is ")M* "oncept of )elationship mar$eting. ")M "ourse +utline# 1 ,ssessment "riteria Mar$et -i1e of the ")M 2ndustry# Key .layers# ")M in 2ndia# )easons for the gro3th of ")M# 4 olution of ")M "ustomer 7oyalty 7adder# Types of 8onds# 5ero customer defection# Types of 9efectors ")M in 82" mar$ets; ")M in ser ices# ser ice reco ery and ")M in 828 mar$ets; Key ,ccount Management# "ustomer Value Management 4conomics of ")M ; "oncept of "ustomer 7ifetime Value# calculation 3ith e>amples of different product?ser ices

2 6

< ")M Measurement Tools; )@M "ontact "entres for "ustomer )elationship ?"ustomer 2ntelligence gathering

19-07-2012-MK-507-V2 ")M and -ales -trategy# -ales @orce ,utomation 2mpro ing "ompany .erformance through "ustomer -atisfaction Measurement and management# @lanagan ' @rederic$s. 2mpro ing "ompany .erformance through "ustomer -atisfaction Measurement and management# @lanagan ' @rederic$s. A8) "ase study# 7ecture slides and ideo lecture slides

9 "ustomer -atisfaction 2nde> 10 "ustomer -atisfaction 2nde> AarrahBs "asino "ase -tudy# ")M in the 11 Aospitality 2ndustry 12 ")M through -ocial Media 16 2T Tools for ")M 1: 2T Tools for ")M Tesco "ase -tudy# ")M in the )etail 15 2ndustry

1< ")M in the Telecom 2ndustry +perational 2ssues in 2mplementing 17 ")M# "ustomer )etention .lans +utsourcing of ")M @unctions # the ad antages# disad antages and factors 1= to consider for outsourcing

7ecture slides # 2"M) "ase; C Tesco; The ")M "hampionC "aselet; C Vodafone !ains 99.99 .ercent Dptime 3ith ,lternate ")MC E-ource; "2+.comF# C"ustomer )elationship MagicC - ,irtel E"2+ (orld# ,pril 200<F "ustomer )elationship Management# , -trategic .erspecti e &y ! -hainesh '/agdish 0 -heth # "hapter 11

7ecture -lides # )eading Material "ustomer )elationship Management# )oger /. 8aran# )o&ert /. !al$a# 9aniel .. -trun$ # "hapter 16 and "ustomer relationship management &y Kristin ,nderson and "arol Kerr "hapter 5 The ")M Aand&oo$ &y /ill 9yche# "hapter < The ")M Aand&oo$ &y /ill 9yche# "hapter <

.ri acy and 4thics "onsiderations. 19 Managing and -haring "ustomer 9ata 20 !roup .resentation 21 22 26 2: ,nalytical ")M ,nalytical ")M 4nd Term 4>am 4nd Term 4>am

/. Module Readings /.1 Main e0ts Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth "he Hand$oo( of @e+ Customer %elationshi# Management -urnett @en

19-07-2012-MK-507-V2 "he C%M Hand$oo( $+ ?ill 5+che Customer relationshi# management $+ @ristin Anderson and Carol @err

/.2 Re1erences "he Mismanagement of Customer Lo+alt+ $+ Aerner %einart, and ) @umar "he %ight Aa+ to Manage 6n#rofita$le Customers -+ )i(as Mittal0 Matthe' 2ar(ees0 and 3eisal Murshed Customer relationshi# management $+ @ristin Anderson and Carol @err "he 9uts and -olts of C%M $+ Prof 5hru* 9ath& C%M at the 2#eed of Light $+ Paul Green$erg&

/.% Recommended !rticles2 Other material 3ournals 1& '''&thecrmsoft'are&com 2&crm'e$log&crmmaster+&com

Internet Resources45ebsites 1& C%MGuru&com 2& CustomerManagementBone7Insight ECec !& good eC#erience&com D& cio&com

6.+ession details

6.17+ession 1 7 Introduction to CRM2 Course !ssessment Criteria2 -roject outline 5efinitions0 nature of mar(eting0 its significance in toda+Es glo$al en*ironment 'ill $e discussed& In this introductor+ session0 the course contents0 grou# #ro8ects0 assessment criteria0 course eC#ectations 'ill $e s#elled out& Grou#s 'ill $e finali,ed for #ro8ect 'or(&

19-07-2012-MK-507-V2 "he same grou#s 'ill $e follo'ed for case anal+sis and discussion& "he su$mission dates for #resentations and grou# #ro8ect 'ill $e communicated to students& An introduction to the $asics of Customer %elations Management and the e*olution and rele*ance of the course 'ill $e discussed& "he session 'ill also focus u#on the non traditional com#etition0 mar(et maturit+ and the im#ortance of C%M for $usiness to sur*i*e and thri*e& Ae 'ill tr+ to de*elo# a #ers#ecti*e among the students as to ho' C%M is stage neCt to traditional mar(eting& "he students 'ill $e as(ed to $egin to note C%M a##lications in different com#anies across *arious sectors and discuss in class in further sessions& 2tudents 'ill $e as(ed to relate C%M 'ith real life eC#eriences& Indian success stories 'ill $e discussed to connect 'ith the conce#ts that 'ill discussed& A *ideo on ho' a##le manages its Customer relationshi#s 'ill $e sho'n& -roject" In this introductor+ session0 the course contents0 grou# #ro8ects0 assessment criteria0 course eC#ectations 'ill $e s#elled out& Grou#s 'ill $e finali,ed for #ro8ect 'or( and case anal+sis& "he su$mission dates for #resentations and grou# #ro8ect 'ill $e communicated to students&

#ssential Reading" Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter 1 Learning Outcome" 6nderstanding the significance of C%M and 'h+ is it im#ortant to retain customers in toda+Fs com#etiti*e 'orld as 'ell as C%MFs *alue #ro#osition from a $usiness #ers#ecti*e& "he session 'ill highlight the #o#ularit+ of C%M in mar(eting& "he learning outcome also includes understanding the #ur#ose and eC#ectations of the moduleEs #ro8ect&

6.27+ession 2 8 #volution and $evelopment O1 CRM2 CRM Mar9et +i:e and CRM in India 6nderstanding %elationshi# Mar(eting and its origins in Mar(et %esearch0 -2- transactions0 Material %esource Planning0 2ales force automation etc& Anal+,ing the rele*ance of C%M in toda+Fs scenario 'here high .ualit+ com#etitors and #roducts eCist and customers are 'ell a'are and ma(e informed choices& An o*er*ie' of the C%M industr+ the mar(et si,e0 (e+

19-07-2012-MK-507-V2 #la+ers& "he C%M industr+ India0 the #erce#tions and reasons of 2M- #la+ers for ado#ting C%M solutions& #ssential Reading"Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter 2 Pages 1= 2;& Binno* stud+ on C%M Learning Outcomes" 6nderstanding the roots of %elationshi# Management and C%M has $ecome a tool of differentiation& "he+ 'ill also understand the *arious school of thought and $enefits of relationshi# management&

6.%7+ession % 7 ;uilding Customer Relationships "he #rocess of relationshi# management 'ill $e discussed& "his 'ill $e follo'ed $+ the Lo+alt+ ladder0 and ho' a customer can $e con*erted from #ros#ect to customer7client and finall+ #artner& A case let on ho' -MA con*erts #ros#ects into customers 'ill $e discussed& -onding for customer relationshi# at four le*els: financial0 social0 customisation and structural $onds 'ill $e discussed& "he conce#ts of ,ero customer defection and C%M frame'or( 'ill also $e introduced& In this session 'e shall ta(e a loo( at the model of Customer 2er*ice7sales Profile& "he session 'ill discuss the three le*els of sales and ser*ices& It 'ill also introduce the sha#e of customer ser*ice7sales #rofile0 'hich could $e #+ramid0 hourglass or heCagonal in sha#e&

#ssential Reading"Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter !& Customer relationshi# management $+ @ristin Anderson and Carol @err0 Cha#ter 2 !0 Page 1< 2:Page !0 DG

Case7let $iscussion" -MA turns Pros#ects into Customers

Learning Outcomes" 6nderstanding ho' relationshi# management can $e *ie'ed as a #rocess as e*er+ relationshi# has a time dimensions& "he ladder of lo+alt+ 'ill increase their (no'ledge on ho' customers can $e con*erted from mere #ros#ects& Bero defection 'ill hel# understand im#act of %elationshi# management on long term #rofita$ilit+& "he students 'ill $e made a'are of models and conce#ts of customer ser*ice #rofiles and understand 'hat (ind of customer relationshi#s 'e are tr+ing to create

19-07-2012-MK-507-V2 6./7+ession / 8 CRM in a ;2C and ;2; environment "his session 'ill sensiti,e the students to'ards C%M 'hen a##lied in a -2C en*ironment& 2tudents 'ill $e made a'are of the ser*ice and #roduct .ualit+ themes of C%M& Cost of losing a customer and managing defections from them 'ill also $e anal+,ed& "he students 'ill $e introduced to $asic characteristics of a $usiness mar(et& decisions0 $u+ing situations0 #artici#ants in $u+ing #rocess discussed& "his 'ould include mar(et structure0 demand #attern0 nature of $u+ing unit0 decision #rocess and t+#es of and $u+ing #rocess& "he conce#t of (e+ accounts manager 'ill $e discussed& 2iC stages of the @AM model 'ill $e

#ssential Reading" Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter G0 Pages =2 ;< and Cha#ter =0 Pages ;; :;

Learning Outcomes" Learning Outcomes" 2tudents 'ill understand the difference $et'een -2- and -2C models of $usiness& "he+ 'ill understand ho' Customer Intelligence 'or(s differentl+ for $oth& "he @AM model 'ill hel# eCamine sources of com#etiti*e ad*antage and characteri,ing managerial $eha*ior&

6.67+ession 6 7 #conomics o1 CRM "he session discusses the conce#t of customer life time *alue0 the rele*ance for calculating this *alue to segment customers& "he session 'ould in*ol*e eCam#les of calculating customer life time *alue across different *erticals& #ssential Reading" Customer %elationshi# Management0 %oger ?& -aran0 %o$ert ?& Gal(a0 5aniel P& 2trun(0 Cha#ter 12 and Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter D0 Pages DD G; Learning Outcomes" 2tudents 'ill learn a$out ho' customers can $e segmented $ased on the future forecasts of the #rofits generated $+ them& "his gi*es insights a$out the customers the $usiness cannot afford to lose and the customers that the $usiness should not s#end resources on& 6.<7+ession <7 Reali:ing the pro1itabilit' o1 CRM

19-07-2012-MK-507-V2 "his session discusses %3M anal+sis as a mar(eting techni.ue& ECam#les of calculating %3M for different customers 'ill $e discussed& "he ad*antages and limitations of this techni.ue 'ill $e anal+,ed&

#ssential Reading" Customer %elationshi# Management0 %oger ?& -aran0 %o$ert ?& Gal(a0 5aniel P& 2trun( 0 Cha#ter 12 and lecture slides

Learning Outcomes" 2tudents 'ill learn a ne' techni.ue 'hich can $e used to segment customers and anal+,e customer $eha*ior

6.=7+ession =7 Contact Centres 1or CRM and Customer Intelligence .athering "he session starts 'ith the discussion on role of contact centers on managing customer relationshi#s and gathering customer intelligence& 3urther the com#onents of a contact center 'ill $e discussed& "he students 'ill also $e ad*ised on the economies of contact centers& "he session 'ill end 'ith a discussion on the gamut of ser*ices $+ contact centers& #ssential Reading"Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter :0 #ages 1DD 1=< and "he C%M Hand$oo( $+ ?ill 5+che0 Cha#ter ! Cha#ter : Learning Outcomes" 2tudents 'ill learn the significance of effecti*e and em#o'ered com#an+ re#resentati*es and state of art communication7information technologies in contact centers& "he 'ill also de*elo# an understanding on the t+#es of ser*ices that can $e #ro*ided $+ such contact centers&

6.>7+ession >7 CRM and +ales +trateg' C%M has changed from $eing a focused a##lication to a enter#rise 'ide $usiness initiati*e 'hich has its initial $eginning in the 2ales 3orce Automation and in this session 'e shall stud+ in#uts of *arious customer focused #ro8ects in mar(eting and customer su##ort act as an in#ut into an 23A #ro8ect& #ssential Reading""he C%M Hand$oo( $+ ?ill 5+che0 Cha#ter D0 #ages 102 12!

19-07-2012-MK-507-V2 Learning Outcomes" 2tudents 'ill learn the conce#t of 2ales 3orce Automation and the significance of in#uts from sales force in getting customer intelligence&

6.?7+ession ?7 1@7 Customer +atis1action Inde0 Hrganisations must meet the needs of their sta(eholders& 3or most organisations0 customers form the #rimar+ sta(eholder grou#& 6nless their re.uirements are met0 the needs of shareholders0 em#lo+ees and other sta(eholders 'ill e*entuall+ $ecome irrele*ant& Customer *alue #erce#tions are $est assessed $+ means of customer satisfaction sur*e+s& "he students 'ill $e eC#osed to the different 'a+s of conducting satisfaction sur*e+s and also to measure the satisfaction indeC& Learning Outcomes" 2tudents 'ill $e a$le to understand the im#ortance of understanding different t+#es of customer #erce#tion& "he 'ill also $e sensiti,ed ho' to use the indeC to #lan the strategies for future&

6.117+ession 117 ,arrahAs Casino Case +tud' Case +tud'7 HarrahFs Entertainment Inc: %eal "ime C%M in a 2er*ice 2u##l+ Chain Case 5iscussion: "he case gi*es a detailed account of customer relationshi# management /C%M1 initiati*es #ursued $+ HarrahEs Entertainment Incor#orated0 a leading casino entertainment com#an+ in the 62& It eC#lains the *arious elements of HarrahEs C%M strateg+ and ho' each element contri$uted to the o*erall success of the strateg+& "he case descri$es the "otal Gold customer lo+alt+ #rogram and eC#lains ho' it e*ol*ed into a "otal %e'ards #rogram that hel#ed HarrahEs 'in the lo+alt+ of its customers&

Learning Outcomes" 2tudents 'ill understand the im#ortance of customer focus and relationshi# $uilding in a successful C%M #rogram& ECamine the im#ortance of ca#turing and using customer information in a C%M initiati*e

19-07-2012-MK-507-V2 2tud+ and anal+,e the role #la+ed $+ lo+alt+ #rograms in de*elo#ing and nurturing customer relationshi#s 6nderstand the role #la+ed $+ I" in a C%M initiati*e&

6.127+ession 128 +ocial CRM "he session discusses the gro'ing im#ortance of social media 'e$sites li(e 3ace$oo( #ages0 t'itter and communities as a tool for consumer insights& 6nderstanding social C%M and ho' it is $ecoming im#erati*e for com#anies to ado#t& Learning Outcome" Ho' social media can $e used effecti*el+ to attract customers0 create a'areness and gain insights a$out consumer $eha*ior&

6.1%2 1/7+ession 1% and 1/ 8 I

ools 1or CRM

"he success of an+ C%M initiati*e de#ends on the choice of the tools for C%M&I Ahat should $e the ca#a$ilit+ of the C%M s+stemJ 2hould 'e $u+ a #ro#riet+ soft'are or 'ould an o#en source solution 'or( 'ellJ Can I ha*e good C%M s+stem 'hile (ee#ing m+ eC#enses do'nJ Ahat does 5atamining mean0 is it of an+ rele*ance to m+ organi,ationJ I "hese are 8ust some of the man+ .uestions that #lague a #racticing manager& "his session aims to gi*e an o*er*ie' of the t+#es of C%M s+stems0 ma8or C%M *endors and *arious other issues aiming at im#ro*ing the #re#aredness of the organi,ation& 6.167+ession 168 esco" he CRM Champion Case $iscussion" "he case descri$es the customer relationshi# management /C%M1 initiati*es underta(en $+ "esco0 the num$er one retailing com#an+ in the 6nited @ingdom /6@10 since the mid 1::0s& "he com#an+Es gro'th and its numerous customer ser*ice efforts are discussed& "he case then studies the lo+alt+ card scheme launched $+ the com#an+ in 1::G&

It eCamines ho' the data generated through this scheme 'as used to modif+ the com#an+Es mar(eting strategies and eC#lores the role #la+ed $+ the scheme in ma(ing "esco the mar(et leader& "he case also ta(es a loo( at the *arious other 'a+s in 'hich "esco tried to offer its customers the $est #ossi$le ser*ice& 3inall+0 the com#an+Es future

19-07-2012-MK-507-V2 #ros#ects are commented on in light of changing mar(et d+namics0 the com#an+Es ne' strategic game #lan0 and criticism of lo+alt+ card schemes& #ssential Reading" "esco: "he C%M Cham#ion /ICM% Case 2tud+1 Learning Outcome" "he students 'ill learn ho' customer data collected through *arious channels can $e used to customi,e offerings and discounts in retail& "he case also thro's light on ho' to manage lo+alt+ schemes effecti*el+&

6.1<7+ession 1<8 CRM 1or the elecom Industr' "he session 'ill discuss t'o mini cases 'hich highlight the gro'ing im#ortance of C%M for telecom o#erators& "he C%M strategies ado#ted $+ com#anies in the telecom industr+ and their im#act on the com#an+Fs re*enues and #rofits& #ssential Reading: Caselet: I )odafone Gains ::&:: Percent 6#time 'ith Alternate C%MI /2ource: CIH&com10 ICustomer %elationshi# MagicI Airtel /CIH Aorld0 A#ril 200=1 Learning Outcomes" 2tudents 'ill $e a$le to understand the nuances of C%M in the telecom industr+0 the *arious contact #oints0 customer segmenting #rocesses& "he rationale $ehind this session is for students to anal+,e and understand the im#ortance of C%M in the industr+

6.1=7+ession 1= 7 Operational Issues in Implementing CRM2 Customer Retention -lans "he session 'ill discuss o#erational issues in C%M and its im#lementation& @e+ issues 'ill $e identified and discussed along the #rocess of im#lementation0 'hich has $een discussed earlier& #ssential Reading"Customer %elationshi# Management0 A 2trategic Pers#ecti*e $+ G 2hainesh 4 ?agdish 9 2heth 0 Cha#ter 11 Case +tud'7 ICICI

19-07-2012-MK-507-V2 Learning Outcomes" "he students 'ill learn ho' des#ite the cost and ris(0 the uncertaint+ and the noise0 C%M is *alua$le0 *ia$le and real& "he+ 'ill also understand ho' gathering customer intelligence ma(es a ma8or com#etiti*e differentiator and ho' enter#rise 'ide C%M strateg+ is a $usiness im#erati*e& 6.1>7 Outsourcing o1 CRM &unctions "his session 'ill discuss the main considerations that are ta(en into account $efore outsourcing& 5oes it ma(e sense to outsource all C%M functions or onl+ some functions& Learning Outcomes" "he students 'ill learn to anal+tical *ie' different $usiness scenarios and do a cost $enefit anal+sis as 'ell as anal+,e from a strategic #ers#ecti*e the #ros and cons of outsourcing&

6.1?7+ession 1?" -rivac' and #thics Considerations. Managing and +haring Customer $ata "his session 'ill discuss the *arious considerations and legal im#lications the com#anies ha*e to consider 'hile using and sharing the data collected a$out the consumers& Ho' data sharing can #ut customer lo+alt+ at sta(e&

#ssential Reading" Customer %elationshi# Management0 %oger ?& -aran0 %o$ert ?& Gal(a0 5aniel P& 2trun( 0 Cha#ter 1! and Customer relationshi# management $+ @ristin Anderson and Carol @err0 Cha#ter G Learning Outcome" After the end of this session students 'ill understand the *arious #ri*ac+ concerns of consumers and the ste#s ta(en $+ organi,ations to maintain confidentialit+ a$out the information collected on customers& 6.2@ 7 +ession 2@" .roup -resentations

6.2@7+ession 21 and 22" !nal'tical CRM (.uest Lecture) "his session 'ill tell students a$out the $ac( office or strategic C%M 'hich in*ol*es data storage0 data mining and $usiness intelligence to anal+,e customer #urchase $eha*ior&

19-07-2012-MK-507-V2 #ssential Reading" he CRM handboo9 b' 3ill $'che2 Chapter < Learning Outcome" 2tudents 'ill understand ho' data is collected0 stored and anal+,ed& Ho' the data is used to ta(e strategic mar(eting decisions&

6.2%2 2/7+ession 2% and +ession 2/" #nd erm e0am

< !ssessment" "he module is assessed through the three com#onents of 1& Indi*idual Case Arite 6# 2& Presentation !& End term ECamination

!ssessment Map

"his ta$le sho's main assessment methods 'hich are used across module and its stages:

Module "ustomer )elationship Management 9otes: A1: Indi*idual test7 Assignment

,1 G

,2

,6

,: G

,5 G

19-07-2012-MK-507-V2 A2: Grou# Assignment7 Pro8ect A!: H#en -oo( ECamination AD: Close -oo( ECamination AG: Grou# Presentation

he 1irst component7 Attendance /'eighted 10K1 2tudents 'ill lose out on mar(s in case the+ do not attend a class& ! mar(s out of the 10 are for the attendance at the guest lecture he second component7 Case 'riteu# /'eighted 2GK1 L "he students are re.uired to su$mit a 'rite u# ans'ering .uestions to a case he third component /'eighted 2GK1 is grou# 'or( for a #resentation on the selected industr+& 3eed$ac( on *arious com#onents of the #ro8ect 'ill $e #ro*ided $+ the instructor in the form of comments orall+ for the #resentation& he 1ourth component L End term ECamination /'eighted D0K1 theor+ and a##lication& "he eCam 'ill $e a closed $oo( one&
MIndustr+ s#ecific 5etailed #ro8ect guidelines are a*aila$le as anneCure&

'ill ta(e #lace at the

end of the term& It 'ill assess the studentsE o*erall com#rehension of the module L $oth in

!++#++M#(

!+B I(&ORM! IO( 5eight age (C) 10 2G 2G D0

!ssessment as9 Attendance Case Arite 6# Grou# Industr+ Presentation End "erm ECamination

Project Details 2tudents 'ill $e di*ided into teams of G = mem$ers

19-07-2012-MK-507-V2 Each team 'ill need to select an industr+ /Airlines0 Hos#italit+0 "elecom0 -an(ing0 %etail etc1 "he #resentation 'ould com#rise on the follo'ing: o "he *arious customer touch7contact #oints in these sectors /online7call centers7 ser*ice centers7'e$sites7 sales and mar(eting #ersonnel1 o o o o o @ind of C%M are Indian com#anies in this industr+ using E crm7 social C%M techni.ues ado#ted and im#lemented 5ata mining7 anal+tic techni.ues used $+ these com#anies Ethics and confidentialit+ conduct follo'ed Lo+alt+ Programs ado#ted in the industr+

INDUSTRY PRESENTATION RUBRICS S No 1 2 3 Criteria Content of the case being presented (group marks) The quality of PPT slides prepared (group marks) The quality of deli ery of student (indi idual marks) Marks 15 5 5

!or a group to get marks"grades the rubrics (mentioned at the end) ha e to be follo#ed by the faculty concerned ery stringently$ S No 1 Criteria Content of the report s !"itted The content is ery alid% clearly understood by the assessor% the #ords & terms used are true to management and the sub'ect concerned% and the language used is correct The content is alid% clearly understood by the assessor% the #ords & terms used may be slightly improper and inadequate% and the language is correct The content is alid% clearly understood by the assessor% the #ords & terms used may be slightly inadequate and 13(15 )*cellent Marks Grade

+(12

,ery -ood

5(.

-ood

19-07-2012-MK-507-V2

the language is improper The content is alid% understood by the assessor% but management terms are not used properly% language is improper 1rrele ant content # The presentation The presentation is isually appealing and does not ha e any formatting errors4 The team presenting is clear on concepts and has e*cellent and articulate communication skills and presents in a structured manner The presentation is #ell formatted and isually appealing4 The team presenting is clear on concepts and has articulate communication skills and presents in a structured manner The presentation is not structured and the team presenting is not ery clear on concepts4 The presentation has formatting and spelling errors The presentation lacks structure and the team presenting is not clear on concepts4 The presentation has formatting and spelling errors4 1(/ 0 erage

2 Marks .(12

3nsatisfactory Grades )*cellent

5(5

-ood

2(/

0 erage

2(1

3nsatisfactory

C!+# 5RI # *- !++#++M#( R*;RIC+

S No 1 2

Criteria Content of the report submitted The presentation of the report

Marks 15 12

!or a student to get marks"grades the follo#ing rubrics ha e to be follo#ed by the faculty concerned ery stringently S No Criteria Marks Grade 1 Content of the report s !"itted

19-07-2012-MK-507-V2

The content is ery alid% clearly understood by the assessor% the #ords & terms used are true to management and the sub'ect concerned% and the language used is correct The content is alid% clearly understood by the assessor% the #ords & terms used may be slightly improper and inadequate% and the language is correct The content is alid% clearly understood by the assessor% the #ords & terms used may be slightly inadequate and the language is improper The content is alid% understood by the assessor% but management terms are not used properly% language is improper 1rrele ant content # The presentation of the report The report is presented in proper format as mentioned abo e% and co ers all aspects mentioned by assessor #ithout any spelling and language errors The report is presented in proper format as mentioned abo e% and co ers all aspects mentioned by assessor #ith spelling and language errors The report is presented in proper format as mentioned abo e% and co ers fe# aspects mentioned by assessor #ithout spelling and language errors The report is presented in proper format as mentioned abo e% and co ers fe# aspects mentioned by assessor #ith spelling and language errors The report is presented #ith fe# aspects missing and is #rongly put together

13(15

)*cellent

+(12

,ery -ood

5(.

-ood

1(/

0 erage

2 Marks +(12

3nsatisfactory Grades )*cellent

5(.

,ery -ood

5(6

-ood

3(/

0 erage

1(2

3nsatisfactory

RUBRICS ( Close book )*amination (case based)

19-07-2012-MK-507-V2

Criteria for assessin$ e%er& ' estion atte"pted The content is ery alid% clearly understood by the assessor% the #ords & terms used are true to management and the sub'ect concerned% and the language used is correct The content is alid% clearly understood by the assessor% the #ords & terms used may be slightly improper and inadequate% and the language is correct The content is alid% clearly understood by the assessor% the #ords & terms used may be slightly inadequate and the language is improper The content is alid% understood by the assessor% but management terms are not used properly% language is improper Content of ans#er may not be really rele ant to the question attempted

Marks 7.58

Grade )*cellent

52 9 .58

,ery -ood

51(6+8

-ood

/2 9 528

0 erage

: /28

3nsatisfactory

( TEAC)ING MAP* Mod +e CRM T1* ;ectures T#* <eminars"Tutorials T,* Pro'ects & Presentation T-* Case =iscussion T.* -uest ;ectures"1ndustrial ,isits T/* ;ab <essions / 1EARNING MAP T1 T# 0 T, 0 T0 T. 0 T/

CURRICU1UM MAP* CRM

Mod +e

11

1#

1,

Pro$ra""e 1earnin$ O t2o"es 11. 1/ 1(

13

14

19-07-2012-MK-507-V2

CRM

L1: An understanding of organi,ations0 their eCternal conteCt and their management& L2: An a'areness of current issues in $usiness 4 management 'hich is informed $+ research 4 #ractice in the field& L!: An understanding of a##ro#riate techni.ues sufficient to allo' in*estigation into rele*ant $usiness 4 management issues& LD: "he a$ilit+ to ac.uire 4 anal+,e data and information& LG: "he a$ilit+ to a##l+ rele*ant (no'ledge to #ractical situation& L=: "he a$ilit+ to 'or( 4 lead effecti*el+ in a team $ased en*ironment& L<: An im#ro*ement in $oth oral 4 'ritten communication s(ills& L;: -e cogni,ant of the im#act of their indi*idual 4 cor#orate actions on societ+ and recogni,e ethical $usiness #ractices& L:: -e sensiti*e to the social economic and en*ironmental res#onsi$ilities of $usiness&