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(B) Customer Relationship Management Objective: To Facilitates The Students To Understand The Process of CRM, Implementation of CRM Strategies and Customisation of Services Unit I

This document outlines the course objectives and units for an elective course on Customer Relationship Management (CRM). The course aims to help students understand the CRM process, implement CRM strategies, and customize customer services. The five units cover: introduction and significance of CRM; the CRM process cycle and modules; CRM architecture and tools like data warehousing and data mining; implementing the right CRM solution through a step-by-step framework; and developing customizations for CRM integration and call center use cases. Reference books on the topic are also listed.

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Devanadhen Kaliaperumal
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146 views1 page

(B) Customer Relationship Management Objective: To Facilitates The Students To Understand The Process of CRM, Implementation of CRM Strategies and Customisation of Services Unit I

This document outlines the course objectives and units for an elective course on Customer Relationship Management (CRM). The course aims to help students understand the CRM process, implement CRM strategies, and customize customer services. The five units cover: introduction and significance of CRM; the CRM process cycle and modules; CRM architecture and tools like data warehousing and data mining; implementing the right CRM solution through a step-by-step framework; and developing customizations for CRM integration and call center use cases. Reference books on the topic are also listed.

Uploaded by

Devanadhen Kaliaperumal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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ELECTIVE COURSE - IV

(B) CUSTOMER RELATIONSHIP MANAGEMENT

Objective : To facilitates the students to understand the process of


CRM, implementation of CRM strategies and customisation
of services
UNIT I
Introduction and Significance - CRM Emerging Concepts; Need for
CRM; CRM Applications; CRM Decisions; The Myth of Customer
Satisfaction; CRM Model; Understanding Principles of Customer
Relationship; Relationship Building Strategies; Building Customer
Relationship Management by Customer Retention; Stages of
Retention; Sequences in Retention Process; Understanding Strategies
to Prevent Defection and Recover Customers.

UNIT II
CRM Process: Introduction and Objectives - an Insight into CRM and
e-CRM/ online CRM; The CRM cycle - Assessment Phase; Planning
Phase; The Executive Phase; Modules in CRM, 4C's of CRM Process;
CRM Process for Marketing Organization; CRM Affiliation in Retailing
Sector; Key e-CRM features.

UNIT III
CRM Architecture: IT Tools in CRM; Data Warehousing - Integrating
Data from different phases with Data Warehousing Technology; Data
Mining: - Learning from Information Using Date Mining Technology
like OLAP etc.; Understanding of Data Mining Process; Use of
Modelling Tools; Benefits of CRM Architecture in Sales & Productivity;
Relationship Marketing and Customer Care, CRM Over Internet.

UNIT IV
CRM Implementation: Choosing the right CRM Solution; Framework
for Implementing CRM: a Step-by-Step Process: Five Phases of CRM
Projects

UNIT V
Development of Customizations; Beta Test and Data Import; Train and
Retain; Roll out and System Hand-off; Support, System Optimization
and Follow-up; Client/Server CRM Model; Use of CRM in Call Centers
using Computer Telephony Integration (CTI); CTI Functionality;
Integration of CRM with ERP System. Case Studies

Reference Books:
1. Mohammed, H. Peeru and a Sagadevan (2004). Customer Relationship
Management. Vikas Publishing House, Delhi.
2. Paul Greenberge (2005). CRM-Essential Customer Strategies for the
21st Century. Tata McGraw Hill.
3. William, G. Zikmund, Raymund McLeod Jr.; Faye W. Gilbert (2003).
Customer Relationships Management. Wiley.
4. Alex Berson, Stephen Smith, Kurt Thearling (2004). Building Data
Mining Applications for CRM. Tata McGraw Hill

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