Customer Relationship Management

Indian Institute of Management Ahmedabad

How long?

  • 4 weeks
  • online

What are the topics?

Indian Institute of Management Ahmedabad


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...


Comprehensive course analysis

Unbiased reviews from past participants
Global companies alumni of this course worked for
Positions of participants who took this course
Countries where most past participants are from
Individual needs analysis

Who should attend

The programme is designed for Marketing Managers and Information Systems Managers interested in understanding the relationship between customer, CRM, and Information Systems. Marketing Managers who wish to understand the concept of CRM and wish to implement it in their respective organisations or IT Managers who are evaluating various CRM products would benefit from the programme.

About the course

“Customer is the King” is a widely used phrase today in the environment of increasing competition and consumer awareness. In the ‘Fast Moving Consumer Goods’ industry, while one or two companies dominated the scene in the 80s and the 90s, recent periods have seen fragmentation of the markets not only in terms of brands but also in terms of national and regional companies as well as product categories. As the choices available are increasing and customer is becoming more aware, the challenges before the marketing executives are also increasing. To serve the customer in a better way, it is foremost that the customer is understood better. The combination of above factors has given rise to the practice of ‘Customer Relationship Management’ or CRM and going further in developing individual relationships. The trend is shifting to ‘Customer Managed Relationship’ or CMR. It could be viewed as a practice of managing relationship with the customers with the help of IT that helps in integrating database knowledge with customer retention and growth strategy of the company.

IT has revolutionised the business. It has increased efficiency by reducing the time and the cost to perform various activities and has increased the accuracy of processing data. IT makes it possible to keep records of millions of customers and billions of transactions. It also assists in processing data at a very high speed. New insights in management science have given us newer mathematical and behavioural models that help us understand the consumer in various perspectives. It is possible to measure brand loyalty, customer churn, life time value and so on. A majority of techniques like collaborative filtering, artificial intelligence, and ERP have been evolved to personalise relationships with customers.

After ERP software, CRM is the single largest source of investment in companies. In the last three decades, many organisations have drained a lot of oney as investments on ERP. Early results show that experience with CRM is no different either. Companies make investments on CRM to realise that the end result is not according to the expectations. Many a times, the functions desired by CRM application are not available and, at other times, there is a mismatch between expectations and delivery. Studies have shown that up to 32 per cent of CRM efforts fail to achieve their targets. This rate is as high as 55 per cent in the first year of operations. Careful execution of CRM would result in saving lot of time and money for the organisation.

The above gap is what this programme aims to bridge. The programme aims to understand the realm of CRM and how organisations can use it for creating value, discuss which kind of organisation should adopt a CRM strategy specific to its need and what is the financial and non-financial value derived from CRM, and explain Business Intelligence and its role in CRM.


  • Understand the concept of CRM and benefits from it.
  • Understand how to use data for gaining strategic advantage.
  • Understand the linkages between financial profitability and CRM efforts.
  • Understand CRM software and hardware and challenges in CRM implementation projects.
  • Identify the appropriate CRM strategy.
  • Design strategy for enhancing revenue management.

Programme Highlights

  • CRM as a strategy
  • Using customer data for designing offers
  • Implementation of CRM
  • Managing customers for life
  • Evaluating customer profitability and developing strategic cost advantage
  • Selecting the right CRM strategy
  • Business Intelligence
  • Evaluating customer profitability and developing strategic cost advantage
  • Determining ROI of CRM initiative
  • Social networking


Goutam Dutta

Educational Qualifications B.Tech (Hons) -IIT, Kharagpur, 1979 PGDM, XLRI, Jamshedpur, 1988 PGDOR, ORSI, Calcutta, 1988 Ph.D., Northwestern University, USA, 1996. Academic Affiliation Visiting Professor, HEC Paris, May-June, 2011 Faculty, London School of Economics and Political Science, Londo...

Asha Kaul

Educational Qualifications Ph.D. (1990) in Stylistics, Indian Institute of Technology, Kanpur Academic Affiliation Management Development Institute, Gurgaon (1987-2002) Times School of Marketing, New Delhi (1998-2000) International Management Institute, Delhi (1998-2000) Department of Manageme...

Sanjay Verma

Educational Qualifications Fellow of Indian Institute of Management Calcutta (Management Information Systems) MBA (Ajmer) Marketing Academic Affiliation Government College Ajmer, Rajasthan, India Institute of Management Studies Bikaner, Rajasthan, India Xaviers Institute of Management Bhubane...

Customer Relationship Management at Indian Institute of Management Ahmedabad

From  INR 112 000$1,565
Add coaching to your course booking

Coaching can personalize and deepen learning for you and your organization.

Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.