A program detailer on CRM by iim lucknow

1. IIM LUCKNOW
Customer Relationship Management:
Emerging Concept, Strategy and Tools
Management Development Programme
on
Programme Director: Prof. Satyabhusan Dash
February 09 - 11, 2023
(Noida Campus)

2. Relationship marketing is the process of
identifying, developing, maintaining, and if
necessary terminating relational exchange,
including purchase and non-purchase-
related 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.
WHAT IS THIS PROGRAMME ABOUT
"Continuous effort, not
strength or intelligence, is the
key to unlocking our
potential."
- Winston Churchill
OVERVIEW
(1)Discuss concepts behind customer
profitability, Lifetime value and tools for
building customer portfolios
(2)Explain the concepts metrics and techniques
that form backbone of CRM activities
(3)learn and apply CRM tools and methodologies
that aid customer level analytics
(4)To explain emerging patterns of doing
business though IT and relationship building
(5)To analyse CRM strategies and approaches
practiced by a range of corporations
(6)Discuss how firms build and sustain customer
relationships by stimulating customer purchase
behaviour.
(7)Provide clear examples and illustration that
tie concepts with real world scenarios
OBJECTIVES

3. Predominant methodology of learning will be through presentations, classroom exercises and
real life business applications example demonstration through videos, conversation and
collaborative learning.
AM I FIT FOR THIS PROGRAMME
PARTICIPANT'S
PROFILE
HOW WILL I LEARN
PEDAGOGY
Marketing professionals
Analytics professional
IT specialist/Data Scientists
Data analyst
WHAT WILL GET COVERED
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
The following topics will be taught in the programme:
Reference material Text Book
Kumar, V and Werner Reinartz (2018). Customer Relationship Management, Concept,
Strategy and Tools, Third Edition, Springer.
Malhotra, Naresh and Agarwal, James (2021). Customer Relationship Marketing: Theoretical
and Managerial perspectives, First Edition, World Scientific.
CONTENTS

4. Prof.Satyabhusan Dash is the Professor-Marketing at IIM
Lucknow. At IIML, he has been leading in numerous key roles
such as ‘Bharat Petroleum Chair Professor of customer care’
and Founder Chairman, Centre for Marketing in Emerging
Economies.
He has a PhD from VGSoM IIT Kharagpur. In 2001, he was
awarded with the prestigious Shastri Indo-Canadian Doctoral
Research Fellowship for pursuing Doctoral Research in
Management at the University of Manitoba, Canada. Prof.
Dash has published in several leading and reputed International
journals including European Journal of Marketing, Tourism
Management, Journal of Brand Management, Journal of
Product and Brand Management, International Journal of
Market Research, Academy of Marketing Science Review,
Journal of Consumer Marketing, Marketing Intelligence and
Planning, International Journal of Hospitality Management,
Tourism Recreation Research, Journal of Hospitality and
Tourism Technology and International Journal of Bank
Marketing.
WHO WILL I LEARN FROM
PROGRAMME
CURATOR/
DIRECTOR
Prof. Satyabhusan Dash
Professor,
Marketing Area
Prof. Dash was awarded by the Indian Commerce Association, with the prestigious ‘Prof.
Manubhai M. Shah Memorial Award in 2018, for Excellence in Commerce and Business
Management.’His co-authored research studies have won various Best Paper Awards at the
2014 and 2012 annual conference of Emerging Market Conference Board, 2013 Market
Research Society of India Annual Conference and 5th International Conference on E-
governance at Hyderabad. He is recipient of Best Research Paper Award from Emerald
publications for the year 2012. His current areas of research interest have been on the topics of
online marketing, B2B Marketing, Product and Brand management, Tourism Marketing,
Healthcare Marketing, e-Governance and Digital Citizen Services etc.
His recent study on ‘Consumer Behavior on COVID-19 lockdown’, has received lot of
coverage from national and international media. Click here to read more.
He can be reached at satya@iiml.ac.in.

5. The programme is scheduled for three days during February 09 - 11, 2023 at the Institute’s
Noida campus. The residential participants will stay in air-conditioned rooms on a single
occupancy basis at the Noida campus at Plot No. B-1, Sector 62, Institutional Area, Noida or
in a nearby hotel.
Programme Details
Residential: The programme fee for the residential participant is @ Rs. 50,000/- plus GST
@ 18% or as applicable as per the Govt. of India guidelines. The fee includes the cost of
boarding and lodging, tuition, course material, use of the Institute Library, Computer Center,
and other infrastructural facilities, etc.
Non-residential: The programme fee for the non-residential participant is @ Rs. 47,000/-
plus GST @ 18% or as applicable as per the Govt. of India guidelines. The fee includes the
cost of food during the programme, tuition, course material, use of the Institute Library,
Computer Center, etc.
The fee is payable in advance either by Demand Draft drawn in favor of Indian Institute of
Management Lucknow and payable at Lucknow or by NEFT to A/c No. 07231450000294 of
IIM Lucknow with HDFC Bank, A R Centre, Dr. B N Verma Road, Opp. Gulmohar Hotel,
Aminabad, Lucknow 226018 (IFSC code HDFC0000723). In the case of NEFT, the remitter
may inform us of the UTR number and date of the transaction at mdpoffice@iiml.ac.in and
mdpfin@iiml.ac.in along with his/her name, the name of participant, name, and dates of the
programme against which the payment has been made, etc.
The GST number of IIM Lucknow is 09AAATI2622Q1ZC, and the SAC/HSN code is
998311 (Category: Management Consultancy). The nominating organizations are requested
to please share their GST number and the billing address at the time of nominating their
executives for the programme
Programme Fee

6. Certificate
The Institute issues a Certificate of participation on the conclusion of the programme.
*EARLY BIRD DISCOUNT
Nominations received along with the programme fee upto 30 days before the programme date
will be entitled to an early bird discount of 10%.
*GROUP DISCOUNT
A group discount of 10% on programme fee is admissible provided an organization nominates
a minimum of five or more of its executives for the programme.
Organizations sponsoring a minimum of five or more of its executives for the programme
may avail both the discounts subject to a maximum discount of 20% provided we receive the
nominations along with the fee at our end upto 30 days before the programme date.
Discounts
Programme Registration
The registration form duly filled in, along with the requisite nomination fee, should reach us
at least 14 days before the commencement date of the programme.
In the event of cancellation of nomination by the sponsoring authority, only 50 percent of the
fee would be refunded, provided we receive such information at least ten days before the
commencement of the programme.However, the nominating organization could recommend
the change(s) in the nominee(s).
The programme would be conducted in the case the Institute receives a sufficient number of
nominations upto 14 days before the programme date. In the case of cancellation of the
programme, the participants/sponsoring organization will have the option to either get the fee
paid by them adjusted against any other future management development programme(s) of
the Institute or get a refund. In the event of a participant fails to attend a confirmed
programme, no refund of fee will be made.
Confirmation of nomination letter/mail will be sent to nominees after the due date.
Nominees/organizations are requested to make travel plans only after receiving the
confirmation of nomination(s).

7. The Indian Institute of Management (IIM) Lucknow. one of the premier national level institutes
of management in India, is involved in generating and imparting knowledge in the field of
management. IIM Lucknow stands tall on the foundation of an excellent, committed and
profoundly knowledgeable faculty, innovative and unique pedagogical tools, and an eclectic and
diverse student community that has a burning desire to make new paths of its own.
The Association of MBAs (AMBA) has accorded accreditation to the Institute's PGPM, IPMX,
and WMP programmes. Indian Institute of Management-Lucknow (IIM-L) has also earned
accreditation from the Association to Advance Collegiate Schools of Business International
(AACSB)(Earned by only 5% of the world’s business schools).
Indian Institute of Management Lucknow was placed at 6th place amongst all management
schools in the prestigious NIRF 2022 rankings. The overall rank is based on, teaching learning
and resources, research and professional practice, graduation outcomes, outreach and inclusivity
and peer perception.
IIM Lucknow is among the 5 Indian schools that feature in QS Global MBA rankings. IIM
Lucknow also features in QS Business Masters ranking as one of the 12 Indian schools.
About IIM Lucknow
Contact Us
MDP Office
Indian Institute of Management Lucknow
Prabandh Nagar, IIM Road,
Lucknow 226 013
Phone: (0522) 6696288/ 6696283/2
Mobile: (+91) 9415 095 868
E-mail: mdp_program@iiml.ac.in; or
mdpoffice@iiml.ac.in;
Website: www.iiml.ac.in