Course Outline CRM-Abid Saeed.pdf

MODULE HANDBOOK
Customer Relation
Management
BS. Business Administration
BBA-6
(MGT 523)
Semester Six
Instructor: Dr. Abid Saeed
Department of Management Sciences

Module Handbook of Customer Relationship Management for the students of BBA-6, Fall 2021 Semester at
Department of Management Sciences, COMSATS University Islamabad, Pakistan
Course Instructor: Dr. Abid Saeed
2
COMSATS University Islamabad
Park Road, Tarlai Kalan, Islamabad, PAKISTAN
Course Description
Customer Relationship Management (CRM) is a comprehensive set of processes and technologies for
managing the relationships with potential and current customers and business partners across
marketing, sales, and service areas regardless of the channel of distribution. This course focuses on
the development and implementation of relationship marketing strategies via the use of CRM
initiatives. Topics covered in the course include relationship marketing; operational analytical, and
collaborative CRM; reasons for CRM implementation failure; and the role of CRM in marketing
management.
Course Objectives
Customer Relationship Management is rapidly becoming an important new initiative for most
companies when trying to improve their relationship marketing programs. Customer
Relationship Management (CRM) can be described as a comprehensive set of processes and
technologies for managing the relationships with potential and current customers and
business partners across marketing, sales, and service areas regardless of the channel of
distribution. Instead of adopting the traditional adversarial stance against customers and
suppliers, many leading companies are now developing close relationships with them. They
realize the power of systematically building the customer's business to adding value for end-
customers and lowering system-wide costs in the supply chain. These are done through a
variety of relationship marketing programs, including customer partnering, supplier
partnering, alliances and internal partnering. In this process the old functional silos are giving
way to multifunctional teams to serve customers in a coordinated and cohesive manner. Also,
new technologies, including the Internet and CRM software tools, are providing exciting
opportunities to the firm to develop and manage one-to-one relationship with its customers.
The purpose of this course is to prepare students to deal with these changes in the corporation
and the global marketplace - by exploring issues related to challenges of developing and
managing relationship marketing strategies and programs. This course explores a variety of
factors and actions that drive successful partnering relationships and in turn lead to higher
customer satisfaction, market share and net cash flow. Strategic, organizational,
informational, operational and financial perspectives are brought to bear on the issue of
building successful business relationships. Thus, the focal issues of the course are explored in
a multi-pronged manner. By the end of this course students should be able to:
1. To create insight and new learning in the area of customer relationship management.
2. To equip students with both a conceptual understanding and the knowledge pertaining to practical
application of critical skills necessary for building and managing partnering relationships with
customers and suppliers.
3. To discuss the conceptual foundations of relationship marketing and its implications for further
knowledge development in the field of business.

3
Details of Instructor
Dr. Abid Saeed
abidsaeed@comsats.edu.pk
2nd
Floor Faculty Block III
Cell No: 0300 5802996
Teaching Philosophy
My basic teaching philosophy for this course is to blend the theory and practice of Customer
Relationship Management in a comfortable, supportive classroom environment that promotes
active learning. A good theory is invaluable because it structures problems and suggests
possible solutions.
Academic Dishonesty
Academic dishonesty is an offense that will not be tolerated in any form. Any student who is found
involved in academic dishonesty will be penalized to the fullest extent possible allowed by university
regulations. If you have any doubts about whether an action constitutes academic dishonesty, please
consult with your instructor before taking the action. COMSATS University Islamabad (CUI) defines
Academic Dishonesty as follows:
“Cheating, plagiarism (submitting another person's work as one's own, e.g. no citation), or doing and
submitting another person’s work are all strictly prohibited. All such actions will be considered
deceitful and thus unacceptable. In addition, the use of unauthorized materials (books, notebooks, or
other sources) during an examination in order to secure or give help will not be tolerated. Academic
dishonesty also encompasses unauthorized copying and distribution of examinations, assignments,
reports, projects or term papers; or the presentation of unacknowledged material as if it were the
student's own work.”
Plagiarism, one of the most serious forms of academic dishonesty, is defined as follows:
“Plagiarism is the act of stealing words, ideas or a piece of writing of another and passing them off
as one's own. Whenever a student submits a piece of writing claiming it to be his own authorship, it is
generally understood that all the ideas, opinions, facts, figures, conclusions, revisions, and words are
the student's original work, unless he/she has explicitly indicated otherwise using citations, footnotes,
attribution in the text, and/or appropriate quotation marks. A person failing to acknowledge and
recognize (using footnotes, attribution in the text, and/or appropriate quotation marks) the
contribution of the original author, will be held accountable under academic deception. Such action
will necessitate measures to discipline the student under the University's academic dishonesty policy.
Any academic dishonesty would call for swift punitive action by the faculty in whose class such
dishonesty occurs, and the names of students involved in such acts would be reported in every
instance to the concerned Head of that Department.”
Course Assessment
• Grades: Letter grades will be assigned based on the university's standard grading scale.
• In fairness to students who complete assignments on time, late assignments will not be
accepted. You must turn in assignments during the lecture on the day they are due.
• Attendance: Regular classroom attendance is mandatory. Absence from lectures will
negatively affect your grade as per University rules. Attendance is entered into the COMSIS
system daily. Modifications at later stage are discouraged and are not allowed.
• Writing Assignments: In writing assignments, guidelines provided by the instructor are to be
followed.

4
• Arriving on time: Late arrivals are disruptive to both instructor and class discussion and show
disrespect to those who are on time.
• Minimizing disruptions: All cell phones should be turned off during class. You should not
leave and re-enter the class. You should avoid engaging inside conversations after class has
begun.
• Being prepared for class: You should be ready to discuss any assigned readings and to answer
any assigned questions for each day's class, including being ready to open a case assigned for
that day.
• Respect: You should act respectfully toward all class participants.
Below mentioned is the assessment scheme for this course.
Course Literature
Customer Relationship Management, concepts and technologies by Bottle and Malan 3rd
Edition
Reference Material
Customer Relationship Management: Concept, Strategy, and Tools by V. Kumar and Werner Reinartz
There are several articles and case studies which would be provided to the class from time to
time.
Type of Assessment Weightage
Sessional One 10%
Sessional Two 15%
Assignments 1+2+1 (Average Based) 15%
Quiz 10%
Final Examination 50%

5
Detail of Course Contents
Week
#
Lecture
#
Topic(s)
Objective
(Goal /Outcome
of Topic)
Thinking
Level
Tasks for
Students
Strategies for
Tasks for
Students *
1 1
Defining CRM
CRM as
Competitive
Advantage
Getting to
understand what
CRM really is and
what purpose does
it has for the
organization
Knowledge
What do you
think CRM
is?
Recall your
experiences
2 Using CRM,
Cases and
Examples
Video Tutorials
Be aware of CRM
Corporate
applications
Comprehension
Applications
Watch,
Understand
and take
notes
Just listen and
understand
2 1 Strategic CRM
Operational CRM
Analytical CRM
Be Aware of major
perspectives on
CRM Knowledge
Listen,
understand
and give me
examples
Focus and
recall
2
CRM Models
Be Aware of
generic models of
CRM Knowledge
Listen and
Understand
See if you can
identify some
models being
used before.
3 1 Understanding
Relationships
Company
Perspective
You will
understand how to
recognize a
relationship and
the attributes of
successful
relationships,
why companies
and customers are
sometimes
motivated to
establish and
maintain
relationships with
each other and
sometimes not.
Knowledge
Comprehension
Evaluation
Listen and
Understand
Focus
2
Customer
Perspective
Relationship
Theories
Knowledge Identify your
relationship
failures and
find solutions
Recall
4 1 Managing the
customer
You will
understand the
Knowledge
Comprehension
Use the
lecture and
Take notes and
follow the steps

6
lifecycle:
customer
acquisition
meaning of the
terms customer
lifecycle and new
customer, how
companies can
decide which
potential
customers to
target.
Analysis
Evaluation
apply it on a
scenario
provided
2
Operational CRM
tools that help
customer
acquisition
The strategies that
can be used to
recruit new
customers,
Applications Use the
lecture and
apply it on a
scenario
provided
Pay attention
and see what
tools can be
used.
5
SESSIONAL 1
6 1 Key performance
indicators of
customer
acquisition
programmes
what offers can be
made to attract
new customers.
Knowledge
Comprehension
Apply it on
the previous
scenarios
Pay attention
2
Managing the
customer
lifecycle:
customer retention
and development
You will
understand what is
meant by the term
‘customer
retention, the
economics of
customer retention.
Knowledge
Comprehension
Design a
retention
strategy
Use literature
provided.
7 1 Strategies for
customer retention
Key performance
indicators of
customer retention
programmes
How to select
which customers
to target for
retention, several
strategies for
improving
Applications Design a
retention
strategy
Use literature
provided.

7
customer retention
performance
2
Customer
portfolio
management
You will
understand the
benefits that flow
from managing
customers as a
portfolio
Knowledge
Comprehension
Design a
portfolio
strategy on
the situation
identified
Use literature
provided.
8 1
What is a
portfolio?
Who is the
customer?
Basic disciplines
for CPM
Market
segmentation
A few disciplines
that contribute to
customer portfolio
management:
market
segmentation,
sales forecasting,
activity-based
costing, lifetime
value estimation
and data mining
Knowledge
Comprehension
Segment
them,
identify
target
markets
Use Literature
provided.
2
The seven core
customer
management
strategies
The range of
customer
management
strategies that can
be deployed across
a
customer portfolio
Knowledge
Comprehension
Which
customer
management
strategy
would you
use
Use Literature
Pay Attention
9 1
Delivering
Customer
Experienced
Value
You will
understand the
meaning of the
term value, how
customers weigh
up benefits and
sacrifices in the
value equation
Knowledge
Comprehension
Identify
value in a
scenario
Use literature
and personal
experiences
2
Modelling Value
How customers
weigh up
‘benefits’ and
sacrifices in the
value equation
Knowledge
Comprehension
Analysis
Model the
value for the
previous
scenario
Use literature

8
10
SESSIONAL 2
11 1 Sources of
Customer Value
Customization
Value through
Marketing mix
How marketers
create customer
value by mixing
together several
variables
known as the 7Ps.
2 Knowledge
Comprehension
Identify
sources in the
previous
situation
Use literature
12 1
Managing
Customer
Experience
Customer
Experience
concepts
Be aware of a
definition of
customer
experience, the
emergence and
importance of the
experience
economy, the
differences
between goods,
services and
experiences
Knowledge
Comprehension
Goods vs
Service
experience
Take a product
and identify its
tangibles and
intangibles.
2
Customer
Experience vs
CRM
Software
Applications
A number of
methods for better
understanding
customer
experience, a
battery of
experiential
marketing
strategies and
tools, how
customer
experience is
changed by CRM,
sometimes for
better and
sometimes
for worse, four
features of CRM
applications that
have an impact on
customer
experience.
Analysis
Evaluation
Which
software is
more suitable
Use literature
and internet.
13 1 SF-Automation You will Knowledge Watch the Which

9
understand what is
meant by sales-
force automation
(SFA), the benefits
derived from SFA
Comprehension
Analysis
video and
identify pros
and cons
application is
more suitable
2
SFA Softwares
and Applications
The functionality
that is available in
SFA software
applications
Analysis
Synthesis
Evaluation
Watch the
video and
identify pros
and cons
Which
application is
more suitable
14 1
Marketing
Automations
You will
understand what is
meant by
Marketing
automation, the
benefits derived
from Marketing
Automation
Comprehension
Analysis
Watch the
video and
identify pros
and cons
Which
application is
more suitable
2
Softwares and
Applications
The functionality
that is available in
Marketing
software
applications
Analysis
Synthesis
Evaluation
Watch the
video and
identify pros
and cons
Which
application is
more suitable
15 1
Service
Automation
You will
understand what is
meant by service
automation, the
benefits derived
from Service
Automation
Comprehension
Analysis
Watch the
video and
identify pros
and cons
Which
application is
more suitable
2
Softwares and
Applications
The functionality
that is available in-
Service software
applications
Analysis
Synthesis
Evaluation
Watch the
video and
identify pros
and cons
Which
application is
more suitable
16 1 Databases use,
analytics, Data
You will
understand what
Analysis
Synthesis
You have a
situation
Refer to
literature, notes

10
Science, AI and
Machine Learning
Applications
drives this entire
ecosystem of
CRM, what
technologies are
behind this
domain, how
companies are
using them and
what kind of skill
one needs to be a
master of CRM
Design.
Evaluation what is the
best strategy,
software, tool
to use, what
skill set is
needed
and internet for
the answer.
2
CRM Strategy
Design and
Implementation
You will
understand the
different steps
involved while
designing a CRM
Project and
Program
Knowledge
Comprehension
Application
Design your
own CRM
Strategy for a
model
Use Class
Literature and
discussions.
Best of Luck...

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