Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials

Course No Cours Title Course Planner Lectures Tutorial Practical Credits

MGT631 CUSTOMER RELATIONSHIP MANAGEMENT 14271 :: Hitesh Jhanji 3 1 0 4

Text Book: 1 Ed Peelen, Customer Relationship Management, Pearson Education, New Delhi, 2005

Other Specific Book:

2 1. Kumar, Sinha and Sharma, Customer Relationship Management, Biztantra Publication, New Delhi, 2008

3 Judith W. Kincaid, Customer Relationship Management, Pearson Education, New Delhi, 2007

4 S. Shajahan, Relationship Management, Tata McGraw Hill, New Delhi, 2008

5 Shainesh G, sheth Jagdish; Customer Relationship Management, Macmillan Publication

Other Reading

Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference)

6 Do You Want to Keep Your Customers Forever, by Peppers and Rogers, Harvard Business Review Article, 2002
7 Relationship Marketing through CRM (A philosophical perspective); Marketing mastermind; Oct. 09, Page no. 35
8 CRM is not a task: Examples from the Hospitality Sector; Marketing mastermind, July 09, Page no. 21-23
9 Use CRM to build customer intelligence
10 Zapoos.com Focus on customer service
11 Dr. Muneer, Muhamed,"The Five Waves of CRM" , Capitalising on Customers, P 1-6
12 Dr. Muneer, Muhamed,"What do you do with so much of data" , Capitalising on Customers, P 99-103
13 Dr. Muneer, Muhamed,"Marketing to Internal Customers" , Capitalising on Customers, P 111-115
14 Dr. Muneer, Muhamed,"Guidelines to CRM Aspirants" , Capitalising on Customers, P 131-135

1 Approved for Spring Session 2010-11

 15 Dr. Muneer, Muhamed," Effective Enquiry Management System" , Capitalising on Customers, P 127-130

Relevant Websites

Sr. No. (Web adress) (only if relevant to the courses)
16 http://epubl.ltu.se/1653-0187/2007/021/index.html
17 www.salesforce.com
18 www.sugarcrm.com
19 http://www.globalmillenniamarketing.com/reports/eCRM.PDF
Salient Features
Explains E-CRM by practical Examples
A software to manage sale force activities and monitoring customer relationship
Sugar CRM offers a range of professional services to make CRM initiative successful
The Internet Changing Customer Relationships

Detailed Plan For Lectures

Week Number Lecture Number Lecture Topic Chapters/Sections of Homework to be Assigned Pedagogical tool
Textbook/other to students Demonstration/case
reference study/images/anmatio
n ctc. planned

Part 1
Week 1 Lecture 1 Introduction: CRM as a business Strategy, Elements ->Reference :1,Ch (1) HomeWork 4 Allocation
of CRM
Lecture 2 CRM processes and Systems,Enterance, ->Reference :1,Ch (1) Case Study: We have
Applications and Success of CRM, Touch Point ->Reference :2,Ch (1) got a huge success on
Analysis our hands.
Lecture 3 Strategy and Organisation of CRM: History, ->Reference :1,Ch (2) HomeWork 1 Allocation
Description of Customer Supplier Relationships,
Week 2 Lecture 4 Dynamics in Relationships, Communities,The nature ->Reference :1,Ch (2) Case Study: The
of CRM Strategy Relationship between a
logistcis service provider
qnd its new client.
Lecture 5 The Context of CRM Strategy, The Results of ->Reference :1,Ch (3) Case Study: Orange
Successful CRM Strategy Line
Lecture 6 Mission, Culture, Structure, People,Communication ->Reference :1,Ch (4) Case Study: Telecom
and Information, Systems. Italia Mobiles cuts
churns and increases
value
Week 3 Lecture 7 The Value of Customer knowledge, Utilisation of ->Reference :1,Ch (5)
data,, From data to customer knowledge.
Lecture 8 Privacy, Personal Data Protection Act,Information HomeWork 1 Submission Case Study: Customer
Policy knowledge at central
parcs: a life-long holiday
2 Approved for Spring Session 2010-11
Week 3 Lecture 9 Multichannels Defined, Customers and use of ->Reference :1,Ch (6)
Channels
Week 4 Lecture 10 Influence of Channels on pricing, Formulation of ->Reference :1,Ch (6) Term Paper 1 Allocation : Customer knowledge
Relationships, Recommendations. at central Parcs: a life
long holiday.

Part 2
Week 4 Lecture 11 Customization, Individualisation of product offering, ->Reference :1,Ch (7) Case Study: Fokker
Individualised pricing policy Services: total
integrated solutions
Lecture 12 Improvement of size and quality of customer ->Reference :1,Ch (8) HomeWork 2 Allocation
database, Relationship policy per segment &
Relationship phase
Week 5 Lecture 13 Translating the relationship policy into contact ->Reference :1,Ch (8) Case Study: Idefix's
moments, Loyalty programmes. patterns need to ehibit
increased
Lecture 14 Customer Identification, Expanding the size of ->Reference :1,Ch (9) Case Study: Optimiation
customer databse, Customer profiling. of addresses for Euro
2000
Lecture 15 Expeiences with data analysis, The analysis ->Reference :1,Ch (10) Case Study: Reaping
process, Datamining. the benefits of customer
insights.
Week 6 Lecture 16 Segmentation study as input for formulation of ->Reference :1,Ch (11) Case Study: Garnier the
marketing strateg. Beauty Bank.
Lecture 17 Segmentation research used in compiling the list.
Lecture 18 Retention and Cross Selling. ->Reference :1,Ch (12) Case Study: Cross -
selling within a proper
fully automated
convenince store.
Week 7 Lecture 19 Evaluatingthe effect of marketing activites on ->Reference :1,Ch (13) HomeWork 2 Submission Case Study: Proteq
customer value, The learning organisation. Direct: testing e-mail
marketing
Lecture 20 Lifetime Value, Alternatives of Lifetime Value, ->Reference :1,Ch (14) Quiz 1 Case Study: A different
Balance Score card. ending to the end of
year promotion of fitness
centtre yatch.
Lecture 21 Revision Lecture

3 Approved for Spring Session 2010-11

 MID-TERM
Part 3
Week 8 Lecture 22 Call centres and human resources, Determining the ->Reference :1,Ch (15)
service level, Capacity Planning.
Lecture 23 Managing the satisfaction using telephones and Case Study: Life of a
other contacts, Key Performance Indicators. novoice call centre
agent.
Lecture 24 Traffic Building, Starting point for providing quality ->Reference :1,Ch (16) HomeWork 3 Allocation
during visit.
Week 9 Lecture 25 Creating Quality during the visit, From visit to ->Reference :1,Ch (16)
transaction
Lecture 26 From transaction to delivery, From delivery to
retention, measuring Results.
Lecture 27 The Position of direct mail, The process of ->Reference :1,Ch (17)
developing, producing,sending and following up of
mails.
Week 10 Lecture 28 Effective Direct Mail Messages. ->Reference :1,Ch (17) Case Study: Pampers:
Relationship building
using multiple channels.
Lecture 29 Overview of CRM System, The Call centre, The ->Reference :1,Ch (18) HomeWork 3 Submission
Internet and website

Part 4
Week 10 Lecture 30 Datawarehouse and Datamart, Campagin ->Reference :1,Ch (18)
Management System
Week 11 Lecture 31 Content Management System, Suppliers of CRM Case Study: Canada
System Post delivers on its CRM
strategy.
Lecture 32 Causes for disappointing Results, An initial ->Reference :1,Ch (19) HomeWork 4 Submission
exploration with CRM and how companies handle
this.
Lecture 33 The CRM Road Map, The CRM Project Case Study: Shell and
Management. CRM: One database for
Million.
Week 12 Lecture 34 International or Cross divison projects. ->Reference :1,Ch (19)
Lecture 35 Emerging Trends in CRM-Analysis of CRM ->Reference :4,Ch (9) Term Paper 1 Submission
strategies and approaches practised by successful
business houses in India and Abroad
Lecture 36 Factors which influence the future of CRM, The ->Reference :1,Ch (20)
continuation journey
4 Approved for Spring Session 2010-11
 Week 13 Lecture 37 E-CRM and its importance. ->Reference :6,Ref (6) Quiz 2
->Reference :20,
Lecture 38 Sales Force Automation: Intorduction and ->Reference :7,
Application.
Lecture 39 Revision Lecture

Spill Over
Week 14 Lecture 40 Usage of Sugar CRM for "Marketing"function ->Reference :12,
Lecture 41 Usage of Sugar CRM for "Sales" function
Lecture 42 Usage of Sugar CRM for "Customer Service"
function
Week 15 Lecture 43 Usage of Sugar CRM for "Management" ->Reference :12,

Details of homework and case studies

Homework No. Topic of the Homework Nature of homework
(group/individuals/field work
Homework 1 Study of CRM in an organisation (which so ever assigned) and Identify Touch Points, Prioritise Touch Individual
Points, Define Touch Point Improvements and Key action steps to be taken. (This exercise will help them
to understand the importance and applications of effective touch points to leverage on strong customer
relations)

1) Listing down and describing the existing touch points used by assigned company. 4 Marks
2)Describe the purpose and utility of existing touch points in terms of customer relations; 4 Marks
3) Suggest more effective and possible touch points to enhance customer relationships along with their
advantages and disadvantages to the company 4 Marks
4) Recommendations and complete references (books and web links both). 3 Marks
Homework 2 Each Student will be given a industry from which he will select two companies for which he will compare: Individual
1) CRM Strategies of these two companies 3 Marks 2) Methods used for Acquisition of data 3 Marks 3)
Filtering & Validation Methodologies used 3 Marks 4) Customization methods used by companies 3 Marks
5) Customer Privacy data Policies of Companies 3 Marks
Homework 3 Each student will be given 5 articles or Case Studies as mentioned in instruction plan for which he has to Individual
do the following: 1) They have to analyze, list down and submit key learning from each article. Write Up
Marks: 5 Marks 2) A test will be held based on the given articles. Test Marks: 10 Marks

5 Approved for Spring Session 2010-11

Homework 4 Case Analysis & Presentation: This is a group assignment. Students will be assigned cases in group of Group
five or six and each team will be expected to prepare a report of case analysis and present it in the class.
Case analyses should be no longer than five (5) double-spaced type-written pages. The case will be
evaluated on the following criteria: quality of analysis, adequacy of recommendations, writing clarity, and
organization. The case presentation will be evaluated on the basis of (a) Analytical skills (b)
Communication skills (c) Question Handling Presentation & Communication Skills: 5 Marks Question
Handling : 5 Marks Write Up (Individual) : 5 Marks
Case Studies Presentation are to be covered in tutorials.

Scheme for CA:out of 100*

Component Frequency Out Of Each Marks Total Marks
Homework 3 4 15 45
Term Paper 1 25 25
Quiz 2 15 30

Total :- 55 100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the
UMS

List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper)

Sr. No. Topic

1 Each student will be assigned a topic in which one contemporary issue of CRM or any organisation will be given and the term paper of the same need to be
prepared. The parameters to be covered are 1Introduction to Topic and its emergence 2 Review of Literature. 3 Problem faced by company or companies in
handling the same issue 4 Critical Result or Appraisal 5 Conclusion & Bibliography The topics are coverd from Topic 2 to Topic 14
2 Big Bazar Launches its website as a CRM initiative
3 Customer Privacy or Data Privacy by Apple
4 The New Internet Marketing Strategy of Sony Corporation
5 Role of CRM in Building Brand Equity of Airtel
6 Customer Retention programmes by Indian Airlines
7 Role of Loyalty Programmes in success of Hero Honda
8 Customer Relationship Management by Toyota
9 Growth of Online shopping in India
10 Customer Satisfaction in case of Indigo Airlines

6 Approved for Spring Session 2010-11

 11 Customer Retention Strategies used by banks.
12 Tata Motors gears up with CRM Customer Satisfaction
13 Customer Satisfaction in case of Airtel.
14 Each Student will be given a company for which he will be required to make a comprehensive report: 1) Introduction to the Company 3 marks 2) Product/
Service Lines of Company 3 Marks 3) Customer Identification, Segmentation Strategies used by Companies 5 marks 4) Cross Selling of Products done by
Company 3 Marks 5) Loyalty Programs & Other Retention Programs run by company 5 marks 6) Customer Privacy or data Privacy Policies of Company 3
Marks 7) Suggestions to Increase Customer base of Companies 3 Marks
Faculty will allocate companies to students

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned
(case analysis,problem solving test,role play,business game etc)

Tutorial 1 Harrah's CRM Strategy Case analysis

Tutorial 2 Sunsilk Gang of Girls; Hinustan Lever Limited's Online Case analysis
Social Networking Initiative in India
Tutorial 3 A Note on Mobile CRM Case analysis
Tutorial 4 Tesco The Customer Relationship Management Case analysis
Champion
Tutorial 5 Air Miles Canada: Rebranding the Air Miles Reward Case analysis
Program
Tutorial 6 Term Paper Review Term Paper
Tutorial 7 The Axa Way; Improving Quality of Services. Case analysis

After Mid-Term
Tutorial 8 Dell: Customer Contact Operations in India Case analysis
Tutorial 9 HPCL: Customer Service Initiatives Case analysis
Tutorial 10 Shopper's StopConsumer Loyalty Program Case analysis
Tutorial 11 Rosewood Hotels & Resorts: Branding to Increase Case analysis
Customer Profitability and Lifetime Value.
Tutorial 12 Term Paper Review Term Paper
Tutorial 13 Practice of Software Sales force Automation Software practice

7 Approved for Spring Session 2010-11