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 economy
Module 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