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Customer Resource Management

The document outlines a course on Customer Resource Management (CRM). The course consists of 7 lectures covering topics like the definition of CRM, sales force automation, enterprise marketing automation, call centers, implementing CRM, application service providers, and the impact of CRM on marketing channels. Students are required to submit 7 assignments and a case study report. The lectures total 42 hours and there is a 100 mark term paper that must be completed in 3 hours.

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73 views2 pages

Customer Resource Management

The document outlines a course on Customer Resource Management (CRM). The course consists of 7 lectures covering topics like the definition of CRM, sales force automation, enterprise marketing automation, call centers, implementing CRM, application service providers, and the impact of CRM on marketing channels. Students are required to submit 7 assignments and a case study report. The lectures total 42 hours and there is a 100 mark term paper that must be completed in 3 hours.

Uploaded by

maurya_rajesh804026
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Customer Resource Management

Lectures: 4 Hrs/week One paper: 100 marks / 3 Hrs duration 1 Introduction to CRM and eCRM: What is customer? How do we define CRM? CRM technology components, customer life style, customer interaction. Defference between CRM and eCRM, features of eCRM 2 Sales Force Automation(SFA) Definition and need of SFA, barriers to successful SFA, SFA functionality, technological aspect of SFA , data synchronization, flexibility and performance, reporting tools. 3 Enterprise Marketing Automation(EMA) Components of EMA, marketing campaign, campaign planning and management, business analytic tools, EMA components (promotions, events loyalty and retention programs), response management 4 Call Center Meaning, customer interaction, the functionality, technological implementation, what is ACD( Automatic Call Distribution), IVR ( Interactive Voice Response ), CTI ( Computer Telephony Integration ), web enabling the call center, automated intelligent call routing, logging & monitoring 5 Implementing CRM Pre implementation , kick off meeting, requirements gathering, prototyping and detailed proposal generation, development of customization, Power User Beta Test and Data import, training, roll out and system hand off, ongoing support , system optimization, follow up. 6 Introduction to Application Service Provider (ASP) Who are ASPs ? their role and function , advantages and disadvantages of implementing ASP 7 Impact of CRM on Marketing Channels Meaning, how does the traditional distribution channel structure support customer relationship, emerging channel trends that impact CRM Case studies Tutorial :- 1 Hr / week Term Work : 25 marks

6 hrs

6hrs

6 hrs

6 hrs

6 hrs

6 hrs

6 hrs

3hrs

References : 1. CRM at the speed of light by Paul Greenberg, TMH 2nd edition 2. Customer Relationship Management by V, Kumar , Werner J, Reinartz , WILEY India Edition H 3. Customer Relations Management by Zikmund WILEY India Edition H 4. Customer Relations Management by Kristin Anderson and Carol Kerr , TM Assignments STUDENTS has to submit 7 ASSINGMENTS Case study: Present a report of 10-15 pages on any topics from syllabus

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