Management Development Institute

Course Instructor – Dr. Neelu S. Bhullar

Tel : 4013050-59, 2349831-36 (ext: 376)
Office : E-5
E-mail: neelu@mdi.ac.in
Mobile 9718097075

Aim of the course:

The participants should be able to understand the opportunities available to
marketers to harness the benefits of CRM. Apply their learning about CRM in any
business context globally.

Learning outcome:
The course will provide participants insight on:

 Theoretical and conceptual foundations of CRM

 CRM as an organizational performance enhancing mechanism
 Issues in Implementing CRM strategies
 Measuring and managing customer satisfaction, customer loyalty, customer
profitability, and lifetime value
The above will help students understand –

1. The contextual aspects of marketing implementations

2. Designing, Implementing and evaluating CRM programs in real life.
Evaluation
END term: 25%
Projects/Assignments/quiz: 25% (Three/ four quizzes based on reading assignment
and cases)
Broad Themes
• CRM- Philosophy and Models- Offline and Online (What has changed)
• Customer Acquisition, Retention and Growth loyalty and satisfaction
• Customer Pruning- Managing Unprofitable relationship
• Key Indices- challenges-NPS, CLV, CRV, Customer Equity etc- How to
capture the Imprecision
• Customer Recovery- Complaint Handling, Lost client and lost Business
analysis
• Building Customer Centric Organizations
• Managing Customer Experience with help of Theory of Jobs and Customer
Journeys
• Future trends and concerns- Dark side of CRM

CASES FOR CRM

1. Can you win back online Shoppers
2. Cabo San Veijo
3. Case of Pricing Predicament
4. When to Drop an Unprofitable Customer
5. Kimura KK
6. Airbnb, Etsy, Uber: Acquiring the First Thousand Customers
7. Airbnb, Etsy, Uber: Growing from One Thousand to One Million
Customers)
8. United Breaks Guitar
9. Script Logic
10.Dark side of Customer Analytics
ARTICLES FOR CRM
1. CRM in the 21st Century
2. Competing on Customer Journey
3. The Mismanagement of Customer Loyalty
4. Customer loyalty through social networks: Lessons from Zara on Facebook
5. Reading Note: Customer Management
6. The Right Way to Manage Unprofitable Customers
7. Reading Note: Managing Customer Centricity
8. Winning Back Lost customers;
9. Learning from Customer defection
10.Reading Note : Note on Acquiring customers
11.Managing Social Media crises with your customers: The good, the bad, and
the ugly
12.Timeliness, transparency, and trust: A framework for managing online
customer complaints
13.Sorry is not Enough
14.Reading Note: Customer Management strategy in Business Markets
15.All pain, No gain? why adopting sales force automation is insufficient
16.Reading Note: Customer Profitability and Lifetime Value
17.Reading Note :Customer Lifetime Social Value
18.How NPS drives Profitable Growth
 CRM SESSION PLAN FOR PGPM (2020)

Session Theme Case Article/ Background Note

CASE: Can you win back
CRM-Theme and online Shoppers
1 Issues
2 Customer Loyalty CASE: Cabo San Veijo
CASE 1 Case of Pricing
Predicament
CASE 2 When to Drop an
3 CRM- B2B Unprofitable Customer
Customer
Satisfaction/Recovery
4 in B2B CASE :KIMURA
Customer Acquisition,
Retention and Growth
CASE :Airbnb, Etsy, Uber:
Acquiring the First Thousand
Customers
 CRM in the 21st Century
 Competing on Customer
Journey
 The Mismanagement
of Customer Loyalty
 Customer loyalty through social
networks: Lessons from Zara on
Facebook
 Reading Note: Customer
Management
 The Right Way to Manage
Unprofitable Customers
 Background note on managing
Customer Centricity
 Winning Back Lost customers;
 Learning from Customer
defection
 Reading Note : Note on
Acquiring customers

CASE :Airbnb, Etsy, Uber:

Growing from One Thousand
to One Million Customers)
5
CRM in a Digital Start-
6 up Guest Session
 Managing social media crises
with your customers: The good,
the bad, and the ugly

 Timeliness, transparency, and

trust: A framework for
managing online customer
complaints
Managing Crisis in the
7 digital world CASE :United Breaks Guitar  Sorry is not Enough
CRM in a established
8 company Guest Session
 Customer Management strategy
9 Customer Growth- CASE :Script Logic
 in Business Markets
 All pain, No gain? why
adopting sales force automation
is insufficient
Cross sell and Upsell
CRM- Dark Side CASE: Dark side of Customer
10 Analytics
 Assignment : Individual (10-15%)
Write a personal reflection on any one of the following

1. Customer Loyalty
2. Customer Complaints
3. Customer Revenge
4. Customer Privacy
5. Customer Journey Mapping- Apply it on any one of your own
consumption experience
6. Customer Empathy- Apply it on any one of your own consumption
experience
7. Jobs to be a done- Apply it on any one of your own consumption
experience
8. Customer Exploitation- Abusive practices by Companies
9. Company Exploitation- Abusive practices by Customers
10.Consumer Rights and Protection (Legal framework)

Suggested Format: Hard Copy Hand written or Print out

A4 Size page- Minimum 4 pages (approx 2000 words)
Mindmap or a sketch note will be appreciated -( In addition to 2000 words)

It should include:
 Your personal experience on the chosen topic
 Some primary research (like talking to a few friends about it)
 Some secondary research ( popular press or social media)
 Must include or loose marks: It should include a framework, a
theory or a model ( you can use a existing one or propose a new
one)

You will have the choice of selecting the topic. However in case too many class
participants choose the same topic, the faculty may allot another topic after
consultation