Indian Institute of Management Lucknow

Customer Relationship Management, Emerging Concepts, Strategy and Tools

Indian Institute of Management Lucknow

Marketing
Partner Institution

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About Programme

Relationship marketing is the process of identifying, developing, maintaining, and if necessary terminating relational exchange, including purchase and nonpurchaserelated exchanges, with customers as resource integrators in a networked environment, with the purpose of mutual value creation and enhancing firm performance. Customer centric organisations aim at building long term customer relationships through mutual commitment and long win win business exchange. This program will provide a unified treatment of the strategic and tactical aspects of CRM. It will showcase how profoundly re-orient the role of customers from the end of sales process to the drivers of core values, strategy and operations in an organisation.

Programme Content

Introduction to CRM issues

Concepts of Customer Value

Need for customer centric marketing strategies Measuring Customer Churn and Customer Life Time value

Measuring True value of a lost customer

CRM implementation Effectiveness

Customer acquisition and Retention metrics Customer Experience and Engagement Application of CRM in B2B and B2C scenarios Managing customer portfolios Technology and CRM

Measuring Customer referral value Creating and implementing Firm level CRM strategy.

Programme Objective

Discuss concepts behind customer profitability, Lifetime value and tools for building customer portfolios.

Explain the concepts metrics and techniques that form backbone of CRM activities.

Learn and apply CRM tools and methodologies that aid customer level analytics.

To explain emerging patterns of doing business though IT and relationship building.

To analyze CRM strategies and approaches practiced by a range of corporations.

Discuss how firms build and sustain customer relationships by stimulating customer purchase behaviour.

Provide clear examples and illustration that tie concepts with real world scenarios.

Pedagogy

Predominant methodology of learning will be through presentations, classroom exercises and real life business applications example demonstration through videos, conversation and collaborative learning.

Programme Audience

Marketing professionals

Analytics professional

IT specialist/Data Scientists

Data analyst

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Prashansa Uttam

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+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

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Customer Relationship Management, Emerging Concepts, Strategy and Tools | IIM Lucknow