Description

Vertical 1 : Major 2 – Marketing

Customer Relationship Management

S.Y.B.Com. (Management Studies) – Semester IV

Syllabus As Per NEP 2020 Academic Year 2025-26

Module 1 : Introduction to Customer Relationship Management (CRM)
1. Customer Relationship Management (CRM) – Meaning and Definition – Evolution of Customer Relationships – Significance of CRM to Customers and Organisations
2. The Value Pyramid – Components of CRM – Information – Process of CRM – CRM Technology and People, Barriers to CRM
3. Customer Value – Customer Expectation – Customer Satisfaction – Customer Acquisition – Customer Retention – Customer Loyalty – Customer Lifetime Value
4. Customer Experience Management – Customer Profitability – Customer Satisfaction Measurements – Web based Customer Support

Module 2 : CRM Strategy : Planning, Implementation and Evaluation
1. Objectives of CRM Strategy – The CRM Strategy Cycle : Acquisition, Retention and Win Back – Complexities of CRM Strategy
2. CRM Planning : Sales and CRM – Sales Force Automation, Sales Process Management, Sales Territory Management, Contact and Lead Management, Knowledge Management
3. CRM Implementation : Steps – Business Planning, Architecture and Design, Technology Selection, Development, Delivery and Measurement
4. CRM Evaluation : Basic Measures – Service Quality, Customer Satisfaction and Loyalty, Company 3E Measures – Efficiency, Effectiveness and Employee Change

Module 3 : CRM and Data Management
1. CRM and Customer Service – Call Center and Customer Care : Call Routing, Contact Center Sales Support – Web Based Self Service
2. Customer Satisfaction Measurement – Call-Scripting – Cyber Agents and Workforce Management
3. Analytical CRM – Managing and Sharing Customer Data – Types of Data – Customer Information Databases – Ethics and Legalities of Data Use
4. Data Warehousing and Data Mining Concepts – Data Analysis – Types of Data Analysis : Personalization and Collaborative Filtering – Data Reporting

Module 4 : Recent Trends in CRM
1. Recent Trends in CRM – e-CRM : Concept – Features of e-CRM – Benefits of e-CRM – Social Networking and CRM – Mobile CRM – CRM v/s Digital Marketing
2. Measuring CRM Performance – CRM Metrics – CRM Challenges and Opportunities – Ethical Issues in CRM
3. Software App for Customer Service – Customer Self Service – Email Response Management – Outbound Communication Management
4. CRM in Service Industry in India (with Case Studies) : Relevance of CRM for Hospital Services – CRM in Banking and in Insurance Sector