We are pleased to present this textbook on Customer Relationship Management (CRM), designed exclusively for the students of S.Y. BMS, Semester IV, University of Mumbai. This book has been developed in accordance with the New Syllabus and Paper Pattern introduced under the National Education Policy (NEP) 2020 and is applicable from the academic year 2025–26.
This book is designed to provide students with a comprehensive understanding of how organisations build and maintain meaningful, long-term relationships with customers. The book has been structured to align with the academic requirements of the course and to offer a balanced blend of conceptual clarity, practical application, and current industry insights.
This syllabus provides a comprehensive overview of Customer Relationship Management through four modules. Module 1 introduces the fundamentals of CRM, including its meaning, evolution, significance, components, and key concepts such as customer value, satisfaction, loyalty, retention, and customer lifetime value. Module 2 focuses on CRM strategy, covering planning, implementation, evaluation, the CRM strategy cycle, sales force automation, sales process management, business planning, technology selection, and performance measures. Module 3 highlights the importance of data in CRM, explaining customer service systems, call centres, web-based support, satisfaction measurement, analytical CRM, customer databases, data ethics, data warehousing, data mining, and data analysis techniques. Module 4 presents recent trends such as e-CRM, social CRM, mobile CRM, CRM metrics, ethical issues, challenges, and includes case studies from Indian service sectors like hospitals, banking, and insurance to connect theory with practical applications.
This book equips students with essential CRM knowledge and practical skills for careers in marketing, sales, customer service, data analysis, and business strategy.
Contents –
1. Introduction to Customer Relationship Management (CRM)
2. CRM Strategy: Planning, Implementation and Evaluation
3. CRM and Data Management
4. Recent Trends in CRM
Model Question Paper
