Customer Relationship Management

By Shainesh G | Indian Institute of Management Bangalore (IIMB)

Learners enrolled: 12029

Customer Relationship Management, also known as CRM, helps businesses successfully implement strategies, practices and technologies aimed at winning and retaining customers profitably. The objective of this business and management course is to equip you with a sound foundation of CRM concepts and best practices so you can implement CRM practices successfully for long-term profitability.

Businesses aim to win and keep customers. Their competitors also seek to do the same. Even the most successful firms, with excellent marketing programs for attracting customers, have trouble with customer retention.

In this course, you will learn how to shift from a short-term customer transaction-based mode of operation to a long-term relationship mode and understand the benefits of having strong customer relations.

Topics covered include:

Customer retention
Customer centricity
Customer lifetime value
Customer value management

What you'll learn

The meaning and application of CRM
Benefits of CRM to companies and consumers
How to implement CRM best practices
The importance of bonding and building loyalty with customers
How to build long term customer relationships

Summary

Course Status :	Completed
Course Type :	Core
Duration :	6 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jan 2023
End Date :	30 Apr 2023
Enrollment Ends :	15 Mar 2023
Exam Date :

Page Visits

Course layout

Week 1 : Introduction to CRM

Meaning and definition of CRM, benefits of CRM, why should businesses adopt CRM

Week 2 : Building Customer Relationships

The why’s and how’s of building relationships with customers.

Week 3 : Economics of CRM

Lifetime value of customer, Activity based costing for customer profitability analysis

Week 4 : CRM Applications

Applications of CRM in different industries

Week 5 : CRM in Business Markets

CRM practices in Business Markets

Week 6 : CRM implementation

CRM implementation process, precautions related to CRM implementation.

Instructor bio

Shainesh G

Indian Institute of Management Bangalore (IIMB)

Shainesh is Professor of Marketing at the Indian Institute of Management Bangalore. He has conducted research and teaching assignments at various universities abroad. His book titled Customer Relationship Management – A Strategic Perspective (Macmillan India) is a prescribed textbook for CRM courses at several business schools. He is also the co-author of a book on CRM titled Customer Relationship Management – Emerging Concepts, Tools and Applications (15th Reprint 2011, Tata McGraw Hill, New Delhi).

Course certificate

EXAMINATION:

Type of exam: Computer based exam

You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card for verification and take the exam in person.

You can find the final allotted exam centre details in the hall ticket. The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc.

Grading Policy:

There will be (a) one Mid-term Internal Assessment and (b) one Final Exam.

Weightage:

Mid-term Internal Assessment: This will carry 25% weightage. This mid term will have questions from first three weeks.

Final Exam: This will carry 75% weightage. This final exam will have questions from all the weeks.

Passing Marks:

You will be eligible for a certificate only if you score minimum 40% in Mid-term Internal Assessment and minimum 40% in Final Exam.

Badge on Certificate:

If you score 90% or more overall, your certificate will include "badge (gold)" printed.

Final Examination:

Type of exam: Computer based exam

Exam Center: You will have to appear at the allotted exam centre and take the exam in person. (You can find the final allotted exam centre details in the admit card (hall ticket)).

Admit Card: You can download the Admit card (Hall ticket) around one week before the exam.

QP Pattern: The type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. But generally MCQs are commonly provided.

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