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Home / Syllabus / Master of Commerce (M.Com.) / Banking and Finance / Semester 3 / Customer Services and Relationship Management

Master of Commerce (M.Com.) Customer Services and Relationship Management Syllabus - Mumbai University

Customer services and Relationship Management Syllabus.pdf
Elective course · Semester 3 · M.Com. Banking and Finance · 4 credits · 100 marks

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Syllabus for Customer services and Relationship Management

Elective course · Semester 3 · M.Com. Banking and Finance · 4 credits · 100 marks

Module I: (2CREDITS)

  • Unit 1 Evolution of Customer Relationship and CRM Concept
  • CRM- Definition, Emergence of CRM Practice, Factors responsible for CRM growth, CRM
  • process, CRM and Cost-Benefit Analysis, CRM and Relationship Marketing. Three Forms
  • of CRM, The Changing Face of CRM, Misunderstandings about CRM, CRM
  • Constituencies, Models of CRM, Customer Satisfaction and CRM, Relationship
  • Management Theories.
  • Customer Value, Customer Expectation, Customer Satisfaction, Customer Centricity, Customer Acquisition, Customer Retention, Customer Loyalty, Customer Lifetime Value.
  • Customer Experience Management, Customer Profitability, Enterprise Marketing
  • Management, Customer Satisfaction Measurements, Web based Customer Support.
  • Prospectíng, Operational CRM Tools that Help Customer Acquisítion, Total Quality
  • Management, Customer Experience (CX).
  • Unit 2 Customer Portfolio Management & Automation
  • Customer Portfolio Management (CPM), Basic Disciplines for CPM, Customer Portfolio
  • Models, The Seven Core Customer Management Strategies.
  • Marketing Automation, Benefits of Marketing Automation, Software Applications for Marketing, Product Lifecycle Management, Service Automation, Customer Service
  • Standards, Software Applications for Service.

Module II: (2CREDITS)

  • Unit 3 CRM Planning and Implementation Steps in Planning-Building Customer Centricity, Setting CRM Objectives, Defining Data Requirements, Planning Desired Outputs, Relevant issues while planning the Outputs, Elements of CRM plan, CRM Strategy: The Strategy Development Process, Customer Strategy Grid. Issues and Problems in implementing CRM, Information Technology tools in CRM, Challenges of CRM Implementation. CRM Implementation Roadmap, Road Map (RM) Performance: Measuring CRM performance, CRM Metrics.
  • Unit 3 Analytics in Customer service and relationship mismanagement
  • a Changing patterns of E-CRM, Framework for deploying Value of Customer Relationship in an Organization, Role of Artificial Intelligence (Al) in Customer service and relationship mismanagement.
  • b Customer-Related Database, Developing a Customer Related Database, Analytics for CRM Strategy and Tactics, Data Mining for CRM.

References

  • 1 "CRM Strategy and Implementation: A Practical Guide" by Anjali Bhatt, 2017, Tata McGraw-Hill Education
  • 2 "Customer Relationship Management: Planning and Execution" by Rajiv Mishra,2020, Pearson India Education Services Pvt. Ltd.
  • 3 "Customer Centricity in CRM: Concepts and Applications" by Arvind Kalia, 2018, S. Chand & Company Ltd.
  • 4 "CRM in Indian Context: Strategies and Implementation" by R. S. Nirankari,2019, PHI Learning Pvt. Ltd.

Reproduced from the University of Mumbai syllabus for M.Com. (Banking & Finance) under NEP 2020, in force from the academic year 2023-24. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its specialisation. Open a document here if you want the whole thing rather than a single subject.

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