Course Title:

Customer Relationship Management (CRM) in E-Business

Course Objectives:

• To understand the principles of CRM and its importance in the digital economy.
• To explore the role of CRM in enhancing customer loyalty and profitability.
• To learn about CRM tools, technologies, and strategies in e-business.
• To analyze real-world applications of CRM in different industries.

Course Outline

Module 1: Introduction to CRM and E-Business

• Definition and evolution of CRM
• Types of CRM (Operational, Analytical, Collaborative)
• Relationship between CRM and e-business
• Benefits and challenges of CRM in digital environments

Module 2: Understanding Customers in the Digital Age

• Customer behavior and expectations online
• Customer lifecycle and touchpoints
• Personalization and customization in e-business
• Customer value and lifetime value (CLV)

Module 3: CRM Strategies and Models

• CRM strategies for acquisition, retention, and loyalty
• The IDIC model (Identify, Differentiate, Interact, Customize)
• The CRM value chain
• Segmentation and targeting strategies in e-business

Module 4: CRM Technology and Tools

• CRM software and platforms (e.g., Salesforce, HubSpot, Zoho)
• Features and functionalities of CRM systems
• Integrating CRM with ERP, e-commerce, and marketing automation
• Cloud-based CRM vs. on-premises CRM

Module 5: CRM Implementation in E-Business

• Planning and designing a CRM system
• Steps for successful CRM adoption
• Change management and employee training
• Key challenges and solutions in CRM implementation

Module 6: Data-Driven CRM

• Role of data in CRM
• Customer data collection and management
• Big Data and analytics in CRM
• Privacy, ethics, and security issues in customer data

Module 7: Digital Marketing and CRM Integration

• Role of CRM in digital marketing campaigns
• Email marketing and automation with CRM
• Social media CRM (SCRM)
• Omni-channel customer engagement

Module 8: Measuring CRM Success

• Key performance indicators (KPIs) for CRM
• Customer satisfaction and loyalty measurement
• Return on CRM investment (ROI)
• Case studies on CRM success and failure

Module 9: Emerging Trends in CRM and E-Business

• Artificial Intelligence (AI) in CRM (chatbots, predictive analytics)
• Mobile CRM
• Customer experience management (CXM)
• Future of CRM in a digital-first economModule 10: Case Studies and Project

• Case studies on CRM in e-commerce, banking, telecom, and retail
• Group project: Designing a CRM strategy for an e-business
• Presentations and peer evaluations

✅ Duration: 8–12 weeks (depending on depth)
✅ Assessment: Quizzes, case study analysis, group project, final exam