Customer Relationship Management

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 the participants on the tangible business benefits of practicing customer relationship management (CRM), 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 to retain Customers for life !

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.
• Have a roadmap to quickly introduce a simple form of CRM in an organisation
• 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

• 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

1. Basic Concepts of CRM
• Customer Satisfaction & Customer Delivered Value; link of customer satisfaction to customer retention
• Customer Retention vs. Customer Acquiition; 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 in CRM
• Examples & Exercises
3. Implementation of CRM-A 'Jaldi' Roadmap
• CRM: Philosophy vs. Tools
• How to get started: Top management buy-in
• 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 Information Systems  related issues
• The upstream activities
• Getting started
• Going Digital -the way forward
  
• CRM Software architecture
• Vendor's deliverables
• Leading Software  vendors
• Examples & Exercises
5. Recap & Key Learnings
6. Toolkit for CRM Implementation

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.

Prof. Gautam Ghosh is an Electrical 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 transited 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 52-year history. in addition to being a Visiting/Guest faculty at various B-schools such as IIM Kashipur, XLRI Jamshedpur, IIFT Kolkata and the Vinod Gupta School of Management (VGSOM) of IIT Kharagpur. 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).