Indian Institute of Management Bangalore
Customer Relationship Management
Faculty: Prof. G. Shainesh
Room C-103, Tel : 3334
Term IV PGP (2014-15) 3 Credit Course
Background – Businesses aim to win and keep customers. Its competitors also seek to do the same. Most successful firms have developed capabilities for attracting customers through their marketing programs. But they have shown mixed results when it comes to retaining these customers. Customer Relationship Management helps businesses in successfully implementing strategies aimed at winning and retaining customers profitably. It is also helping businesses shift from a short-term transaction based mode of operation ...view middle of the document...
Case Analysis & Presentations - 20%
Class Participation - 20%
Group project - 30%
Exam (Mid Term) - 30%
All submissions are due before the beginning of the assigned class (specified on Moodle).
Attendance – Students should attend a minimum of 75% classes and contribute to case analysis and discussions. Students with attendance below 75% will lose 1 GPA.
Textbook - G. Shainesh and Jagdish N Sheth (2006),’Customer Relationship Management – A Strategic Perspective’ Macmillan: New Delhi.
Customer Relationship Management
Course Outline - PGP (2013-14)
The course is divided into four modules -
Module 1 - CRM Concepts,
Module 2 - CRM Applications in Consumer and Business Markets,
Module 3 - CRM Tools, Techniques and Technologies, and
Module 4 - CRM Implementation
Module 1: Sessions 1-5
The Concept of Customer Relationship Management
Text: Chapters 1-4
This module focuses on the conceptual and theoretical foundations of CRM. A number of theoretical perspectives developed in economics, law and social psychology are being applied in CRM. These include transactions cost analysis, agency theory, relational contracting, social exchange theory, network theory, game theory and interorganizational exchange behavior. Resource allocation and resource dependency perspectives and classical psychological and consumer behavior theories have also been used to explain why organizations and consumers engage in relational behavior. An overview of these theories will help develop insights on CRM from multiple perspectives.
Other topics include –
Evolution of customer relationships
Benefits of CRM
Transaction vs. Relationship orientation
Relationship building as a process
The ladder of loyalty
Bonding for customer relationship
Zero Customer Defections
Market share vs. share of customer
Lifetime value of customers
Session 1 : CRM : The Strategic Imperatives
Reading – Chapter 1
Session 2: Conceptual Foundations of CRM
Reading – Chapter 2
Case Analysis – Angels and Devils: Best Buy’s New Customer Approach
Session 3: Building Customer Relationships
Reading – Chapter 3
Case Analysis – Tchibo Ideas: Leveraging the Creativity of Customers
Session 4: Economics of CRM
Reading – Chapter 4
Case Analysis - Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value
Case Analysis – EMC2: Delivering Customer Centricity
Additional Recommended Readings
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271.
Egol, M., Hyde, P., Ribeiro, F. and Tipping, A. (2004) The Customer-Centric Organization: From Pushing Products to Winning Customers’
Roland Rust, Valarie A....