Post Graduate Diploma in Management 2018-2020

Post Graduate Diploma in Management
2018-2020
CUSTOMER RELATIONSHIP MANAGEMENT
Submitted By:
Mannu Mohit 80303180124
Question 1: You have been assigned the task to evaluate the
performance of the communication channels used by the b-school in
promotion of the above certificate program.
a) Which is the most effective communication tool used by the b-

school in customer acquisition? Show analysis and Provide your
justifications. (10 marks)
CUSTOMERS SQL MQL PROSPECT

EMAIL 9 11 12 16
GOOGLE ADS 7 10 14 17
ORG SEARCH 4 13 18 27
SOCIAL MEDIA 2 3 15 22
22 37 59 82
70
60
50
40 PROSPECT
MQL
30 SQL
CUSTOMER
20
10
0
EMAIL GOOGLE ADS ORG SEARCH SOCIAL MEDIA
In all of the four mediums of communication, we have the Total Cost. And
for the revenue from each of these channels, we can assume that the
probability of conversion for the different categories would be as follows:

1.0 0.40 0.20 0.05
1. EMAIL MARKETING

Probability 1.0 0.40 0.20 0.05
Number 9 11 12 16
Conversion 9 4.4 2.4 .80
In total, we have 9+4.4+2.4+.80 = 16.6 conversions.

Total Cost in Email Marketing = 25,000
However, for the sake of calcuations, we are moving ahead with the final
conversion, i.e., Customers to calculate the Profit for each mode of
communication.
Conversion Rate = Customer/ Total Stages = 9/48 = 18.75%
Total Revenue in Email Marketing = Conversions * Enrollment Fees

= 9* 2,00,000
= 18,00,000
Profit = Total Revenue – Cost = 18,00,000 – 25,000 = 17,75,000
2. GOOGLE ADS

Probability 1.0 0.40 0.20 0.05
Number 7 10 14 17
Conversion 7 4 2.8 0.85
In total, we have 7 + 4 + 2.8 + 0.85 = 14.65 conversions.

Total Cost in Google Ads = 5,00,000
communication.
Total Revenue in Google Ads = Conversions * Enrollment Fees

= 7* 2,00,000
= 14,00,000
Profit = Total Revenue – Cost = 14,00,000 – 5,00,000 = 9,00,000
3. ORGANIC SEARCH

Probability 1.0 0.40 0.20 0.05
Number 4 13 18 27
Conversion 4 5.2 3.6 1.35
In total, we have 4 + 5.2 + 3.6 + 1.35 = 14.15 conversions.
Total Cost in Organic Search = 50,000
communication.

= 4* 2,00,000
= 8,00,000
4. SOCIAL MEDIA

Probability 1.0 0.40 0.20 0.05
Number 2 3 15 22
Conversion 2 1.2 3.0 1.10
In total, we have 2 + 1.2 + 3.0 + 1.10 = 7.30 conversions.

Total Cost in Google Ads = 75,000
communication.
Conversion Rate = Customer/ Total Stages = 2 / 42 = 4.761%

= 2* 2,00,000
= 4,00,000
Taking into consideration the total conversions, costs and revenue from
each mode of communication, Email has been the most significant
contributor and is the most profitable mode compared to other
peers. In total, as we can see, we have the highest Revenue as well as
profit in the case of Email. The campaign seems profitable at the
surface but has a scope of improvement.
We need to better our Social Media and Organic Search campaigns which
have rendered very low conversion rate comparatively.
b) Who is the best performing contact owner? Show analysis and
Provide your justifications.
(10 marks)
CUSTOMERS SQL MQL PROSPECT TOTAL

ANANYA 2 5 10 11 28
ANKUSH 2 4 4 10 20
KARAN 1 6 9 11 27
MOSHIN 4 4 9 8 25
NEETU 3 5 5 10 23
RASHMITA 2 3 8 12 25
SHUBHA 5 5 7 11 28
VENKAT 3 5 7 9 24
TOTAL 22 37 59 82 200
12
10
CUSTOMERS
6
SQL
MQL
4
0
ANANYA ANKUSH KARAN MOSHIN NEETU RASHMITA SHUBHA VENKAT
The contact owners as presented are able to get decent number of
contacts. However, few of them did great in acquiring customers.
As discussed previously, we need to assume the probability of conversion

for the different stages of lifecycle to arrive at the best performing contact
owner.
A Buyer’s Journey comprises of three stages:

1) In the awareness stage, people are trying to understand a specific
problem. They're doing Google searches, reading blog posts, and
checking out reviews.
2) In the consideration stage, people have nailed down their problem

and they're looking at different solutions. They're downloading
educational content to learn more, and maybe exchanging information
with a few key brands.
3) In the decision stage, people have weighed different solutions and

landed on one — now, they're looking for the right vendor to buy from.
They're perusing demos, pricing sheets, and comparison reports.
Not all the searches are converted into a lead or conversion. From all the
searches/visitors to prospects and further to Customers, the probability of
conversion reduces significantly. Henceforth, we are considering that
only 40% of Sales Qualified Lead would convert to a customer,
20% of Marketing Qualified Lead would convert to customer and
only 5% of Prospect would convert to a Customer.
CUSTOMERS SQL MQL

1.0 0.40 0.20

ANANYA 2 5 10 11
Probability 1.0 0.40 0.20 0.05
Total Conversion 2.0 2.0 2.0 0.55
TOTAL CONVERSION = 6.55

Revenue Generated in Real Terms = 2*2,00,000 = 4,00,000
Conversion Rate = 2/28 = 7.142%
Revenue Generated in Gross Terms = 6.55*2,00,000 = 13,10,000
ANKUSH 2 4 4 10
Probability 1.0 0.40 0.20 0.05

KARAN 1 6 9 11
Probability 1.0 0.40 0.20 0.05


MOSHIN 4 4 9 8
Probability 1.0 0.40 0.20 0.05

Revenue Generated in Real Terms = 4* 2,00,000 = 8,00,000

NEETU 3 5 5 10
Probability 1.0 0.40 0.20 0.05


RASHMITA 2 3 8 12
Probability 1.0 0.40 0.20 0.05


SHUBHA 5 5 7 11
Probability 1.0 0.40 0.20 0.05


VENKAT 3 5 7 9
Probability 1.0 0.40 0.20 0.05

Of all the contact owners, Shubha has the highest conversion rate, i.e.
17.85%.
And the revenue that has been generated amongst all the contact
owners, it accounts for 22.72% of the total revenue.
Total number of customers across all the contact owners = 22

Customer brought by Shubha = 5
Shubha’s Share in revenue = 5/22 = 22.72%
Question 2: The b-school is planning to launch an advanced course

in business analytics in the coming years for professionals who
already have a basic understanding on the subject. Some of
these participants are potential participants for such programs.
Besides, these participants can also recommend these
programmes to others. Keeping this in mind:
a) Briefly outline how the b-school can use the elements of service
marketing mix in enhancing customer value of the participants
of the business analytics program discussed in the above case
i.e. Question 1? (5 marks)
The Service Marketing Mix is a combination of the different elements of

Services Marketing that companies use to communicate their
organisational and brand message to customer. The mix consists of the
Seven P’s, i.e., Product, Pricing, Place, Promotion, People, Process and
Physical Evidence.
We will talk about all the elements one by one.
1) Product: In this case, our product is Certification Program. Since it is

intangible and cannot be measured, we can customize the program to
suit the requirement of our customers and give a personal touch.
Thorough need analysis should be done beforehand and staandards
review and maintenance should be done.
2) Pricing: In service pricing, it is difficult to measure the cost of the

services that is being offered easily. According to the skill set that is
being added to the clients, and the support it would provide to the
business, we need to analyse the impact of the certification program on
them. This program would create a breed of industry ready trained
Analytics professionals which would get them ready for the Big Data
jobs. And further pricing is done.
3) Place: The place that is chosen for the conduct of service business
helps to make or break the organisational growth. The 9-month
weekend Program is going to be held in a place which should have a
visible setup to potential customers and keep in mind the frequency
with which it would be visited by consumers. If this is kept near
Corporate Hub, that is going attract Working Professionals.
4) Promotion: We have already discussed the promotion part through the

communication mix in the first question, it would be beneficial if we do
direct marketing to the companies and business places who are
interested in up-skilling their employees. IT would be one of the best
ways to promote our service and garner a larger audience.
5) People: For imparting the service, it depends heavily on employees on

how the business would be built. People in any organisation are the
epicentre of the quality of the services being provided. Particularly in
the case of Certification Programs, the course needs to have best if
talents to gain customer loyalty and trust who would further recommend
it to their colleague or peers.
6) Process: How efficiently are the services being delivered to the

customer is an important aspect of service blueprint and we need to
emphasize on setting up a process for doing so. In today’s competitive
world, companies are always in the race to deliver services quickly,
efficiently and with the highest quality.
7) Physical Evidence: While offering your services, we can either do it without

adding a personal touch or by differentiating our offerings by adding an element
of delight to the customer. We can have a good ambience of the place where we
intend to set up the office to deliver Certification Program. Also, we can have a
friendly face for our receptionist, better equipment to deliver the course and online
support through a personalized application, all of which would help in catering to
the individual customers.
b) What strategies can the b-school employ to handle

customers/participants facing negative experience?
(5 marks)
Ans:
Negative Experiences might be in the form of:
1) One of the biggest drawbacks of learning certifications is that

software technology moves too fast, it evolves quickly and knowledge
that’s relevant today will seem hopelessly out-dated sooner than we think.
2) Secondly, they may face negative experiences on behalf of the
teaching staffs that might have technical know-how about the course,
however, might not be great with imparting courses.
3) Employers might not really care about the certifications. They just
want someone who can do the job and fit in. Many don’t care if you have a
certificate.
4) Customers/Participants might face issues with the promptness,
willingness and courtesy of the staff to assist.
5) They might face trouble with the application (if rolled out) and easy
access to the course.
Customer Experiences are of utmost priority for any organisation.

It can cost Brand a lot and a reputation that might be completely
tarnished. However, improved customer experience can make the
business rise up the ladder and do better.
This very customer experience lays the foundation for future expectations
from the brand, provided customer comes back to us or recommends it
further.
In order to improve the customer experience, we need to analyse every

single aspect of interaction with the brand and its products. These aspects
are:
1) Product Quality
2) Quality of Customer Support
3) User Friendliness of the Application/Website
4) Personalization of the service being offered.
5) Strengthening Trust and Personal Relationships.
6) Modelling of the Certification Exam.
In terms of product quality, we can focus on the Course content, how

updated it is and in what terms it would be beneficial to the
clients/customers.
In terms of customer support, tickets should be raised for every issue

and it should be dealt with utmost care. Issues once resolved, should be
further forwarded to the Upper level to get extra inputs for further
improvements and rating should be received in behalf of clients to have a
check on the satisfaction level of those with the support.
Application/Website should be user-friendly for the clients so that they

can easily access it anywhere, anytime. And have no issues in navigation.
This would help in smooth functioning and learning of the course.
Personalisation of the service being offered can be done through

creation of level-exams. During the course itself, 9-10 levels of exams
would be created for the clients so that if they are not able to achieve a
minimum of 60%, they can have tutorial/extra classes and understand the
concept properly.
Trust and personal relationships should be created between teaching

staffs and clients so that they can easily reach out to them for any queries
within the course. And eagerly discuss the subject matter in a better way.
Modelling of Certification Exams can be done in such a way that it

suits the requirement of the corporate. Since the objective of the course is
to create a breed of trained Analytical Professionals, it can collaborate with
certain companies for hiring of these professionals and this would the B-
School an extra over any other Certifications being offered in the market.
Question 3: The b-school provides training/certification programs

to two broad categories of customers.
The first category includes individual customers who enrol directly
into the general certification programs (such as those mentioned
in the case provided in question.
The second category includes companies who want company
specific (or customized) training modules for the employees of
their firm (e.g. a module on retail analytics for the employees of a
national retailer using their customized software).
Keeping the above situation in mind,

a) Explain the difference in the CRM philosophy to be employed
by the b-school management while dealing with customers
belonging to the above two categories and provide examples
in support of your arguments.
Ans:
CRM is a philosophy that drives marketers to provide customers with what
they need, when they need it or even before they know they need it. It
could be a communication, product or service that offers experiences and
values at a time, location and touch point of choice. If executed
effectively, CRM can ultimately turn customers into loyalists who maximize
the lifetime value for brand.
CRM is a strategy that binds the needs of customers to the services

offered by any business. The approach behind building a relationship is to
propose the service that the customer looks for. The role of CRM is to build
opportunities for companies to conduct business with its customer and this
is achieved by targeting the rights customers. CRM ensures business’s
operations to recognise the value of its customer and it adapts to the
needs of its customers.
The CRM philosophy depends on the type of business and the type
of audience it seeks.
The first category is B2B, wherein the customer is a company or

organisation that builds relationships based on service exchange. In B2B,
Strategic CRM is adopted.
B-School can offer courses that may be beneficial for the other Business
which can use the courses to educate its employees. In the trade off, the
company will promote the b-school with promotional events and
discounted rates which will pull a massive amount of user base. B-school
has to target the company’s behaviour and requirement and provide with
the courses that are useful for that company.
B2B marketers generally do little advertising, though this can

generate leads. B2B advertising is generally placed in highly targeted
specialist media such as trade magazines. An important activity for some
B2B companies is publicity. Publicity is an outcome of public relations (PR)
activity. The task of reaching out to companies is handled by sales team
which are employed to generate possible leads.
Lists of prospects can be developed from many sources such as
telephone directories, business lists, chamber of commerce memberships,
professional and trade association memberships, website registrations and
magazine circulation data.
Though the leads are lesser in number as sources are very limited, they
need to maintain hierarchical structure to maintain contact management.
B-school has to propose with content as it may be required by the
company they want to target. For example, if b-school wants to target a
company which is entering a phase of Data Science, it should provide with
courses on Data science and related courses to be available. This is
mentioned in proposal management where b-school will send the company
a invoicing of the important features that the b-school will offer.
Moreover, we can classify our customer into groups based on sales
revenue.
Believing that the best customers are the biggest customers, we can apply
the Pareto Principle, recognizing that 80% of sales are made to 20% of
the customers and should focus more on those.
We have further differentiating factors such as Add-Ons, Mass

Customization, Customer Satisfaction and Customer Loyalty.
B-School can provide various Add-ons to the course bundled with the
main course as the number of customers through one client is huge and
we need to take extra care and provide them with additional learning and
support.
Also, Mass customization is required in this case to better suit the
companies’ requirement. Customer Satisfaction is of outmost priority in
the case of B2B as it would benefit a large number of customers, if not, it
would lead to eradication of many future prospects. And lastly, Customer
Loyalty is going to have a higher importance in case of B2B, because it
allows them to build long term relationships and eventually have access to
more opportunities with their clients. B2B have a much greater pool of
potential business engagements, which is also incredibly unique.
The second category is B2C, where the customer is the direct end user.
In B2C, customers are directly approached using multiple communication
channels like Email Marketing, Organic Search (SEO), Google Ads and
many more. The sales team is responsible for generating leads and tend to
make them into possible customers.
However, Word of Mouth has greater impact for this kind of business and
we can rope in WOM Marketing Services who maintain a panel of members
who agree to sample new products, share them with friends and talk about
them.
This is a very lengthy and iterative process. The target audience is chosen
by data gathered from multiple resources. The goal of B2C market is
oriented towards marketers or sales representative as they bring business
to b-school. They need to employ a sales task force that can handle
complex sales cycles as it involves millions of stakeholders and stages of
funnel.
B-School can provide limited number of Add-ons to the course bundled

with the main course when compared to the B2B Context. Mass
customization is not required in this case as individuals have very little
but no interest in changing the content of the course offered and go along
with the generic model of the certification program. Customer
Satisfaction is of outmost priority in the case of B2C as well because it
helps increase the B-School’s clients through Word of Mouth experiences
and attain mass reach for them. And lastly, in the case of Customer
Loyalty, B2C companies are finding it difficult to remain competitive in
today’s market and they need to find ways to keep customers loyal to
their brand and incentivise them to have access to more opportunities
with their clients. Since B2C market works more on emotions, the Loyalty
Programs need to be very effective, engaging, and rewards should be
there to retain customers as well as to grow a large customer base for the
B-School.

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CUSTOMER RELATIONSHIP MANAGEMENT

a) Which is the most effective communication tool used by the b-

CUSTOMERS SQL MQL PROSPECT

CUSTOMERS SQL MQL PROSPECT

CUSTOMERS SQL MQL PROSPECT

In total, we have 9+4.4+2.4+.80 = 16.6 conversions.

Conversion Rate = Customer/ Total Stages = 9/48 = 18.75%

Total Revenue in Email Marketing = Conversions * Enrollment Fees

CUSTOMERS SQL MQL PROSPECT

In total, we have 7 + 4 + 2.8 + 0.85 = 14.65 conversions.

Conversion Rate = Customer/ Total Stages = 7/48 = 14.583%

Total Revenue in Google Ads = Conversions * Enrollment Fees

CUSTOMERS SQL MQL PROSPECT

Conversion Rate = Customer/ Total Stages = 4/62 = 6.45%

Total Revenue in Google Ads = Conversions * Enrollment Fees

CUSTOMERS SQL MQL PROSPECT

In total, we have 2 + 1.2 + 3.0 + 1.10 = 7.30 conversions.

Conversion Rate = Customer/ Total Stages = 2 / 42 = 4.761%

Total Revenue in Google Ads = Conversions * Enrollment Fees

CUSTOMERS SQL MQL PROSPECT TOTAL

As discussed previously, we need to assume the probability of conversion

A Buyer’s Journey comprises of three stages:

2) In the consideration stage, people have nailed down their problem

3) In the decision stage, people have weighed different solutions and

CUSTOMERS SQL MQL

CUSTOMERS SQL MQL PROSPECT

TOTAL CONVERSION = 6.55

TOTAL CONVERSION = 4.90

TOTAL CONVERSION = 5.75

CUSTOMERS SQL MQL PROSPECT

TOTAL CONVERSION = 7.80

CUSTOMERS SQL MQL PROSPECT

TOTAL CONVERSION = 6.50

CUSTOMERS SQL MQL PROSPECT

TOTAL CONVERSION = 5.40

CUSTOMERS SQL MQL PROSPECT

TOTAL CONVERSION = 8.95

CUSTOMERS SQL MQL PROSPECT

TOTAL CONVERSION = 6.85

Total number of customers across all the contact owners = 22

Question 2: The b-school is planning to launch an advanced course

The Service Marketing Mix is a combination of the different elements of

We will talk about all the elements one by one.

1) Product: In this case, our product is Certification Program. Since it is

2) Pricing: In service pricing, it is difficult to measure the cost of the

4) Promotion: We have already discussed the promotion part through the

5) People: For imparting the service, it depends heavily on employees on

6) Process: How efficiently are the services being delivered to the

7) Physical Evidence: While offering your services, we can either do it without

b) What strategies can the b-school employ to handle

Negative Experiences might be in the form of:

1) One of the biggest drawbacks of learning certifications is that

Customer Experiences are of utmost priority for any organisation.

In order to improve the customer experience, we need to analyse every

In terms of product quality, we can focus on the Course content, how

In terms of customer support, tickets should be raised for every issue

Application/Website should be user-friendly for the clients so that they

Personalisation of the service being offered can be done through

Trust and personal relationships should be created between teaching

Modelling of Certification Exams can be done in such a way that it

Question 3: The b-school provides training/certification programs

Keeping the above situation in mind,