Customer Relationship Management

Course Information

Course Length     : 6 weeks
Estimated Effort  : 3 – 4 hrs per week

Course Overview

Every business aims to win loyal customers. But it is widely known that even the most successful firms with excellent marketing programs face serious difficulties when it comes to customer retention. This underscores the importance of Customer Relationship Management (CRM) to any organisation.

CRM deals with helping businesses in successfully implementing strategies, practices, and technologies that are aimed at winning and retaining customers profitably. A well-functioning CRM system is bound to reap guaranteed benefits to any given organisation.

This IIMBx MOOC Customer Relationship Management is designed to equip learners with a sound foundational knowledge of CRM concepts and best practices so that they can implement CRM practices successfully for long-term profitability.

In this course, you will learn how to shift from a short-term ‘customer transaction-based mode’ of operation to a long-term ‘relationship mode’ and understand the benefits of having strong customer relations.

Topics covered by the MOOC include:

  • Customer retention
  • Customer centricity
  • Customer lifetime value
  • Customer value management

Course Key Takeaways:

On completing this course, you will be able to understand the 

  • The meaning and application of CRM
  • Benefits of CRM to companies and consumers
  • How to implement CRM best practices
  • The importance of bonding and building loyalty with customers
  • How to build long term customer relationships

Shainesh G

Indian Institute of Management Bangalore (IIMB)


Course Syllabus

Week 1: Introduction to CRM
  • What is CRM?
  • Criticality of Customer Relationships
  • Benefits of Customer Relationships
  • Why Should Businesses adopt CRM?
  • What is Corporate Advantage?
  • Expert Insights
Week 2: Building Customer Relationships
  • IDIC Framework
  • Ladder of Loyalty
  • Customer Bonds
  • Customer Defections
  • CRM Framework
  • Expert Insights
Week 3: Economies of CRM
  • Evolution of Markets
  • Customer share vs Market share
  • Lifetime Value of Customers
  • Markov Analysis 
  • Activity Based costing for CRM
  • Customer Equity
  • Expert Insights
Week 4: CRM Applications
  • CRM in Services
  • Applications of CRM
  • CRM in Goods-Speciality Chemicals
  • Expert Insights
Week 5: CRM in Business Markets
  • Introduction to CRM in Business Markets
  • Buhlers Interviews
  • Pidilite Interviews
  • Importance of CRM in B2B Markets
  • Expert Insights
Week 6: CRM Implementation
  • Technology for CRM
  • CRM Implementation
  • Operational Issues in Implementing CRM
  • Expert Insights

Upon the completion of this MOOC, learners will be able to

  • Explain the meaning and application of CRM
  • Elaborate on the benefits of CRM to companies and consumers
  • Implement CRM best practices in organisations
  • Explain the importance of bonding and building loyalty with customers
  • Demonstrate how to build long-term customer relationships

Students pursuing post-graduate, executives and aspiring managers interested in customer relationship management.

Excellent course! Well done! At the start of the course, I would not have guessed I would learn so much. I am going to redo the course a few more times for sure because I know I have skipped some important things.
(Kantesh Guttal)

The entire team from anchor to video makers, editors, content, everybody has done a wonderful job. Thanks a ton for the course.
(Anand Agarwal)

Keep up the great work! Good course!
(Shannon Elise-Muir Broden)

Very well structured and thought about course with all the elements covered for greater visibility into the topics and then to give a real world feel, the interviews help substantiate the theory.
(Arsh Kabir Singh Gujral)

This is well structured learning program, but the weekly module is very heavy exceeding the study plan. This can be worked on by reducing interview time. Thank you.
(Wilson Kolawole)