Customer Relationship Management

By Shainesh G   |   Indian Institute of Management Bangalore
Learners enrolled: 6128
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 

Course Status : Completed
Course Type : Core
Duration : 4 weeks
Start Date : 15 Jul 2019
End Date : 31 Oct 2019
Exam Date : 09 Nov 2019
Category :
  • Management Studies
Level : Postgraduate

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
Professor, Marketing
IIM Bangalore

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

25% internal assessment and 75% Final Exam

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