Session Plan CRM 2019-20
Session Plan CRM 2019-20
Session Plan CRM 2019-20
Semester – 4 Course Code – BM6308 Course Instructor(s) – Prof. Surya Mishr and
Prof. Biswajeet Patnaik
Introduction: To orient students on basics of CRM and their tools deployed across Industries for various ranges of products and services which are sold, traded or
serviced in a Business environment. The course is designed to give an overall picture of the CRM deployment, adoption, and retention and customer acquisition.
Learning Outcomes:
1. List the various kinds of CRM
2. Discern between the various kinds of CRM and be able to identify the utility and context of application of each
3. Identify and differentiate between strategic and transaction CRM
4. Be able to apply basic concepts of Customer centricity in any field
5. Be able to calculate CLV and prove CRM efficacy in terms of ROI
6. Be able to identify opportunities and integrate CRM and Social Media
7. Design overall strategic CRM systems
8. Design strategy for CRM deployment
9. Design collaborative Value Chains
10. Create Service Oriented CRM architectures
Learning Methodology:
1. Flipped Classroom Model with online lectures and in-class assignment and discussions.
2. Case study analysis.
3. Role Plays
Session Details:
Session Topic Issues to be discussed Reading Materials Case Intended Learning Outcomes
[Desirable, but not necessary]
1 Customer Centricity, Social List the various kinds of CRM
Customer, CRM, CMR, VRM, Introductory Discussion with
Introduction
Traditional CRM and failure of caselets. Chapters 1 and 2.
traditional model
2 Strategic CRM Identify and differentiate
Operational CRM between strategic and
Designing Customer Experience Chapter 3 ResponsTek transaction CRM
Transition from Management to
Engagement through experience
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3 What is Enterprise 2.0 Define what is Enterprise 2.0
Enterprise 2.0 and Industry 4.0 What this means for CRMHow CRM Chapter 4
is shaping Enterprise 2.0
4 Customer Affinity, Engagement and Design new business models
New Business Models Chapter 5
TrustNew Business Models
5 CRM Tools Social Media in CRM Chapter 6 Lotus Connections Apply social media in CRM
6 Blogs Conduct Public CRM
Podcasts
Microblogging
Public CRM Chapter 7 Six Apart
Twitter
Tumblr
Medium
7 CrowdSourcing Apply crowdsourcing for CRM
Crowdsourcing Wiki Chapter 8 Social Text
Collaboration
8 Create User Communities for
Engagement
User Communities Chapter 9 Neighborhood America engagement and user generated
User generated content
content
9 The need for Mobile CRM Research in Motion and Design mobile CRM systems
Mobile Technology integration SAP
Mobile CRM Mobile Enterprise Planning Chapter 10
Untethered Benefits
Social CRM
10 Transparency SAP Design collaborative value
Systems chains
Back and Front office integration
The collaborative Value Chain Collaborative Value Chains Chapter 11
Ecosystems
Designing Ecosystems and
Collaborative Value Chains
11-12 Integrating Sales and Marketing Oracle Social CRM Integrate marketing and sales
Sales 2.0 Create value propositions
Sales Intelligence Identify and apply new
The Customer Value Proposition Chapter 12 marketing models
Marketing 2.0
The new marketing models
Integrating Social Media
13 Designing new customer service Helpstream Design new customer models
Customer Service Chapter 13
models
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Technology Integration
14 CRM of Administration Apply CRM for administration
CRM in the public sector Government Chapter 14 Singapore
Politics
15 Designing Service Oriented Design SOA
Architecture
Service Oriented Architecture Chapter 15 Sage
Enterprise SOA
Evaluating SOA
16 On Premise Identify and differentiate
Cloud CRM between different CRM storage
CRM Storage Chapter 16 NetSuite
On Demand CRM
SaaS vs. On-Premise
17 Strategy, Mapping the CRM Craft CRM strategies
CRM Strategy Chapter 17, 18 Case
Experience
18 CRM Operations Process and Operations Chapter 19 Sword Ciboodle Run smooth CRM ops
19 Appreciation of learning to
SAS and Customer
CRM Analytics Data Analytics Chapter 20 speak the language of CRM
Experience Analytics
analytics
20 Develop and opinion on the
CRM Future and Recap Recap and future of CRM Chapter 22 future of CRM and changes in
the industry
Evaluation:
Page 3 of 3