Performance EDGE Presents
One Day Workshop on
Customer Relationship Management
Timing : 9:30 A.M. to 5:30 P.M. Breakfast and Registration : 9 A.M. For Registration :
Mumbai -18th June, 2016 at Ramada Plaza Palmgrove, Juhu Tara Road, Mumbai
Bengaluru -23rd June, 2016 at The Chancery Hotel, Lavelle Road, Bengaluru
Delhi -25th June, 2016 at Jaypee Vasant Continental, Vasant Vihar, New Delhi
Why This Workshop?

Increasingly competitive and fragmented markets in virtually all industry verticals are making it progressively more difficult and expensive to acquire new customers as an avenue for business growth. This is accordingly making it more imperative for business organizations both globally and in India, to focus on business growth through customer retention and development. This workshop seeks to educate and sensitize the participants on the tangible business benefits of practicing customer relationship management (CRM), or its sister concept-partner relationship management (PRM)-as opposed to an out-an-out customer acquisition driven marketing strategy, and the key actions to be taken to implement CRM in a business organization, both in the short and longer term. Participants will also appreciate that CRM may be practiced productively not only by consumer goods or services companies, which is the conventional wisdom, but equally, if not more, by companies which are into business products.

Workshop Objectives

At the end of the workshop, the participants will:

  • Understand the basic concepts of CRM, such as the relative costs of customer retention and customer acquisition; customer lifetime value; the cost of losing a customer; linking marketing investment to customer profitability, etc.
  • Become familiar with certain basic service marketing concepts that are relevant to CRM
  • Appreciate the costs of NOT practicing CRM
  • Appreciate the difference between CRM as a philosophy and CRM as a software driven cross-functional process
  • Have a roadmap to quickly introduce a simple form of CRM in an organization
  • Have a toolkit for introducing formal CRM in an organization; the participants will appreciate the fact that while CRM is practiced at the front end by Sales & Marketing, and related functions such as Customer Care and After Sales Service, the entire organization has to understand its importance, and support it

The workshop will employ multiple pedagogical instruments to communicate and explain the various CRM concepts. These will include, but not be restricted to:

  • Lectures
  • Case analysis
  • Exercises
  • Q&A sessions
  • Video clippings
The workshop will, in general, be highly participative in nature.
Who May Attend:
  • Sales, Marketing & Customer Care (including After Sales Service) Executives at all levels across different verticals
  • Executives in non-Sales & Marketing functions, who have to interact with Sales & Marketing, such as Supply Chain Management & Logistics, HRM, Finance & Accounts, and Systems
  • Profit Centre Heads and members of top management teams
  • Entrepreneurs
Companies that are not presently practicing CRM but are seriously considering adopting CRM are advised to nominate a cross functional team of participants from, inter alia, Sales, Marketing & Customer Care; Systems; Finance and.
Program Overview
  1. Basic Concepts of CRM
    • Customer Satisfaction & Customer Delivered Value; link between customer satisfaction to customer retention
    • Customer Retention vs. Customer Acquisition; Customer Lifetime Value and Cost of Losing a Customer
    • Definition of CRM and its purpose; extension of CRM to PRM
    • Examples & Exercises
  2. Service Marketing & CRM
    • What are services? The Service-Tangible goods Continuum
    • The defining characteristics of services; the additional 3 Ps of service marketing
    • Application of Service marketing concepts to CRM
    • Examples & Exercises
  3. Implementation of CRM-A 'Jaldi' Roadmap
    • CRM: Philosophy vs. Tools
    • How to get started: Top management buy-in
    • Identification of key customers; the Pareto principle
    • CRM is front-end facing, but a general management process
    • Identification of key customers-today's and tomorrow's
    • Identification of key metrics for performance monitoring
    • Examples & Exercises
  4. Implementation of formal CRM-the IS related issues
    • The CEO's role
    • The upstream activities
    • Getting started
    • CRM Software architecture
    • Selection of software vendor
    • Vendor's deliverables
    • Leading S/W vendors
    • Examples & Exercises
  5. Recap & Key Learnings

Prof. Gautam Ghosh, B.Tech ( IIT Kanpur ) PGDM ( IIMC ) is an Electronic Engineer from IIT Kanpur and a PGDM from IIM Calcutta. He has over 25 years' professional experience in Sales & Marketing, Strategic Planning and General Management in MNCs and professionally managed Indian companies such as Grindwell Norton (now part of the St. Gobain Group), Alstom, DLF Universal, Indian Oxygen (now Linde India) and Hutch Telecom ( now Vodafone ). He has since transitioned into management academics, and has been teaching Marketing and Strategy for the last 14 years. He is presently working as Director of Thiagarajar School of Management Madurai-an AICTE approved and NBA accredited B-school with a 54-year heritage-in addition to being a Visiting/Guest faculty at a number of leading B-schools such as IIM Kashipur, XLRI Jamshedpur, IIFT Kolkata and the Vinod Gupta School of Management (VGSOM) of IIT Kharagpur. TSM Madurai has recently been ranked15th pan-India and the best private B-school in South India, by the National Institutional Ranking Framework (NIRF), a Ministry of HRD initiative.

Prof. Ghosh has also, over the years, conducted numerous in-house and cross-company management training programmes and workshops in Marketing and Strategy for executives in the private and public sectors, as well as for the Confederation of Indian Industry (CII), in addition to consulting in the areas of marketing strategy and business analytics.


In our workshop, we maximize knowledge assimilation in the participants through combination of execution elements like case discussions, exercises, simulated games and activities, video led sessions and discussions on global best practices. At the end of each workshop we facilitate the participants to distill Key Learning and prepare Action plans to deliver solid business results for our clients.

Fees and Registration
Fee per participant Rs. 8,500/- plus taxes* is Rs. 9,775/-
For 3 or more participants avail discounted - Fee per participant Rs. 8,000/- plus taxes* is Rs. 9,200/-
*Taxes include - Service Tax @ 14 % . Swatch Bharat Cess @ 0.5 % and Krishi Kalyan Cess @ 0.5 %
For more information and registration: Central Line - +919903720541
NR Performance EDGE Consultants Pvt. Ltd. CIN No : U74140WB2005PTC104063
C/o M L Basu & Co
1, Lindsay Street, 1st Floor,
Kolkata -700087
Call: +919830504810
Unitech, South City - I
Gurgaon - 122002
Call: +919871143635
c/o Maxigen Communications
Mr. T.A. Balasubramanian
B 405 Rashmi Avenue,
Thakur Complex, Kandivili (East)
Mumbai 400101
For Registration, please write to us at:
or you can call the Central Line 09903720541 for any queries regarding the workshop at any of the centers.