Customer Relation Management detailed syllabus for Computer Science & Business Systems (CS&BS) for 2021 regulation curriculum has been taken from the Anna Universities official website and presented for the CS&BS students. For course code, course name, number of credits for a course and other scheme related information, do visit full semester subjects post given below.
For Computer Science & Business Systems 6th Sem scheme and its subjects, do visit CS&BS 6th Sem 2021 regulation scheme. For Professional Elective-V scheme and its subjects refer to CS&BS Professional Elective-V syllabus scheme. The detailed syllabus of customer relation management is as follows.
Course Objectives:
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Unit I
UNDERSTANDING CUSTOMER RELATIONSHIPS
CRM definition and constituencies, understanding and misunderstanding CRM, the social CRM fit, commercial contexts, the third sector- not-for-profit, CRM models. Relationship quality, customer lifetime value, relationships with customers and suppliers. Managing the customer lifecycle -customer acquisition, retention and development.
Unit II
STRATEGIC CRM
Customer portfolio management (CPM) – Customer portfolio, basic disciplines of CPM, CPM in B2B context, CPM models, tools for CPM, strategically significant customers, seven core customer management strategies.
Unit III
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Unit IV
ANALYTICAL CRM
Customer database management -corporate customer data, structured and unstructured data, developing a customer database, data – integration, warehousing and marts in the CRM context, knowledge management, Analytics for – CRM strategy and tactics, customer lifecycle, structured and unstructured data, Big data analytics in CRM, analytical insights.
Unit V
MANAGING CUSTOMER EXPERIENCE AND VALUE
Understanding Value and when do customers experience value, Modelling customer-perceived value, Sources of customer value, Value through the marketing mix, Customisation for customer value. Understanding customer experience and concepts, how to manage customer experience, CRM vs CEM, Use of CRM software in CEM
Course Outcomes:
- Understand the elements of CRM
- Apply the elements of CRM to manage customer portfolios.
- Understand the tools of CRM
- Apply the tools of CRM to manage customer portfolios.
- Understand different analytical methods of CRM to enhance customer experience
Text Books:
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Reference Books:
- Henry Assael, Consumer Behavior, Cengage Learning, 6th Edition, 2008
- Kumar, Customer Relationship Management – A Database Approach, Wiley India, 2012.
- Kumar and Werner Reinartz, Customer Relationship Management, Concept, Strategy and Tools, Springer 2018.
- Zikmund, Customer Relationship Management, Wiley 2012.
- G. Shainesh, J. Jagdish N Seth. Customer Relationship Management : Emerging Concepts, Tools and Application, McGraw Hill Education, 2017.
For detailed syllabus of all the other subjects of Computer Science & Business Systems 6th Sem, visit CS&BS 6th Sem subject syllabuses for 2021 regulation.
For all Computer Science & Business Systems results, visit Anna University CS&BS all semester results direct link.