Increasingly competitive and fragmented markets in virtually all industry verticals are making it progressively more difficult and expensive to acquire news 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.

• 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 toolkit for introducing 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
• Appreciate the benefits and relevance of Information Systems driven CRM, as well as the issues involved in its implementation. Participants will appreciate the fact that while technology does facilitate CRM, it is neither a necessary nor sufficient condition for its success

• Sales, Marketing & Customer Care (including After Sales Service) Managers 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; linkage of 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 in CRM
   • Examples & Exercises
3. Application of Information Systems in CRM
   • CRM software-their features and utility
   • Issues involved in CRM software implementation
   • CRM-with and without CRM software
   • Examples & Exercises
4. Toolkit for CRM Implementation
5. Case Study
6. Recap & Key Learning

Prof. Gautam Ghosh B.Tech ( IIT- Kanpur), PGDM (IIMC)

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 BOC India) and Hutch Telecom. He has since transited into management academics, and has been teaching Marketing and Strategy for the last 9 years. He is presently working as a Professor with a leading Kolkata based B-school, in addition to being a Visiting/Guest faculty at various B-schools in Eastern India, such as IIM Calcutta, 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).