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Institute of Business Administration, KarachiExecutive MBA

Customer Relationship Management

Mr. Muhammad Imran

About the course:Customer Relationship Management explains the circular relationship amongst the organizations,

technology, and customers - which together provide the infrastructure for customer support in business

environment. Managing relationships with customers has become a critical organizational competencyfor all organizations. Get winning strategies for acquiring and retaining customers by leveraging the

latest advanced technologies. This course will teach the students how to select the right CRM tools for

the businesses, so it can grow today and on into the future.

Course Outline:

Session 01: Defining CRM

The cost of acquiring customers for organizations from customer acquisitionto customer loyalty

optimizing the customer experience how to Internet change the rule for the organizations what's In a name CRM and business intelligence the manger's bottom line

Session 02 & 03: CRM in Marketing

From product to customer : A marketing retrospective Target marketing Relationship marketing one to one Campaign Marketing CRM marketing initiatives Cross selling & up selling in Retail Banking Customer retention Behavior prediction Customer profitability & Value modeling Organizational Chanel optimization Personalization of Services Event base Marketing of Services Customer Privacy - Key for organizations to gain customers' trust

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Sessions 04 CRM & Customer services

The call center & customer care centermajor USP for modern day organizations. The contact center Gets automated in all Major Organizations. Call routing Contact center sales support Web- base self service and Internet Banking Customer satisfaction measurementtools used by Financial Institutions Call scripting Cyber agents Workforce Management in Retail Banking A customer Service checklist for success in the organizations.

Session 05: Financial Institutions' Sales force Automation Sales force automation in modern day banking Sales process & Activity management in the Financial Sector Sales and territory management for Retail Banking Contact management in Corporate/Wholesale Banking Lead management Configuration management Knowledge management SFA and mobile CRM for From client/server to the Bank's Website SFA goes mobile Financial Institutions' Field force automation An SFA checklist for success

Session 06: CRM in E business

e CRM evolving for the Financial Sector

Multichannel CRM CRM in B2B Enterprise Recourse planning An e Business checklist for success

Guest speaker session

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Sessions 7: Analytical CRM

The case of integrated customer data A single version of the customer truth CRM and the data ware house for organizations. An analysis checklist for success

Sessions 8: Planning your CRM program

Defining CRM success From operational to enterprise: An implementation scenario Determining CRM complexity in the Banking Industry Preparing the CRM business plan Defining CRM Requirements Cost -justifying CRM Understand Business process

Session 9: Choosing CRM Tool

Maintaining the customer focus: Requirement -driven product selection Defining CRM functionality Narrowing down the technology choices available to the organizations. Defining technology requirements of the Financial Sector A CRM tool selection for success

Sessions 10 Managing your CRM Project at your organizations.

A Pre-implementation checklist The CRM development team in the organizations. CRM implementation A CRM implementation road map Business planning Architecture and design technology selection Development Delivery Measurement Putting the project together A CRM implementation checklist....for failure

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Sessions 11: The CRM Future

Making the pitch :selling the CRM internally within your Organization

CRM Road block at organizations. The four Ps Process Perception Privacy Politics Lake of CRM integration in the Organizations Poor organizational planning Demanding banking customer

Sessions 12: The CRM Future

Looking towards the future The SME customers for the organizations The rise of intermediaries Digital & broadband revolutionize advertising The threat & promise of customer communities CRM goes Global for Multinational & Local Financial Institutions

Sessions 13: Project presentations

Course Book:

The CRM Handbook- A business guide to Customer Relationship Management by Jill Dyshe'Published by Pearson Education, Inc.

Evaluation:

Mid Term 30 marks

Final 40 marks

Term Report 15 marks

Quizzes 10 marksClass participation 05 marks