Customer Relationship Management

human resource pgcm

Institute: IIM Lucknow
Programme Start Date: 26th November, 2022
Admission: Open
Batch Number: 01
Application Closure Date: 18th November, 2022
Programme Type:D2D
Class Timings: Saturday – 6:30 PM to 09:30 PM
*Some sessions will be scheduled on Saturdays or on public holidays for timely completion of the programme

Course Overview


Customer Relationship Management (CRM) is nothing but the strategies, techniques, tools and technologies which are leveraged by businesses to manage existing and potential customers to improve business relationships. Today CRM solutions have gained popularity in every industry and every aspect of business. Whether it is fundraising, retail, manufacturing, information technology, healthcare, finance, education, or government, CRM is being used to streamline and improve processes. Businesses are investing a lot in CRM solutions, and they would need professionals who can use them properly. IIM Lucknow’s Executive Certificate Program In Customer Relationship Management has been designed keeping in mind the growing need for CRM solutions. The course will enhance your ability to design and implement strategies to improve both customer experience and business success.

Programme Overview

IIM Lucknow’s Executive Certificate Program In Customer Relationship Management will upskill or improve your understanding of customer relationship management. It shapes you with an analytical mindset with a primary focus on addressing customer needs and adding value to the business.
The course module will equip you with a sound foundation of CRM concepts and best practices. You will gain an understanding on how to implement strategies, practices, and technologies – all aimed at winning and retaining customers profitably.


Programme Highlights

  • Contextually designed 6-month programme
  • Campus immersion module of 1 day
  • Focus on real business use cases
  • Peer-learning & networking opportunities

Programme Details


The teaching approach will be highly interactive and leverage technology and deploy diverse pedagogical tools and techniques, including lectures, case studies, assignments, quizzes, project work etc.

Key Learning Outcomes

Upon successful completion of this course, students will:
  • Learn to establish and maintain strong relationships with customers
  • Get familiar with the different stages of Customer Lifecycle
  • Build analytical capabilities to store, manage and organise data
  • Learn to create and apply metrics to track, improve and simplify processes
  • Experience better sales and improved customer retention<

Programme Delivery

Sessions will be conducted via a state-of-the-art Interactive Learning (IL) platform and delivered in Direct-to-Device (D2D) mode that can be accessed by learners on their Desktop, Laptop, Tablet, or Smartphone.

Who Should Attend?

This program is ideally suitable for
  • Executives and aspiring managers interested in customer relationship management
  • Entrepreneurs, or professionals and managers working in any domain of Services Marketing, Technology Firms, Marketing Research, and Marketing & Customer Analytics with minimum two years of experience.

Eligibility Criteria

  • Diploma (10+2+3)/Graduate (10+2+3)/Post Graduate with minimum 50% aggregate of all years
  • Minimum 6 Months + to 2 years of relevant Full-time work experience post completion of qualifying education.
    *Internships and Trainee experiences are not considered as Full-time work experience

Admission Criteria

  • Selection on the basis of the application forms, Statement of Purpose (min. 100 words) submitted along with the application
  • Programme Directors may conduct a telephonic interview if the need may be

Assessment and Certification


  • Periodic evaluations are built-in throughout the duration of the course.
  • Assessment may be held in the form of a quiz, assignments, classroom exercises, online exams, presentations, and project report.
  • The evaluations are designed to ensure continuous student engagement with the course and encourage learning.

Attendance Criteria

Participants are expected to attend all sessions of a given course. However, a 75% minimum attendance requirement would be considered for the final grading.


  • Participants who successfully meet the evaluation criteria of COPM (Cumulative Overall -Percentage of Marks) 50% and above; and satisfy the requisite attendance criteria of 75% and above; will be awarded a ‘Certificate of Completion’.
  • Participants who are unable to clear the evaluation criteria but have a minimum attendance of 40% and above, will be awarded a ‘Certificate of Participation’. (No certificate will be awarded if attendance is less than 40%)

Sample Certificate

The certificate shown above is for illustration purposes only and may not be an exact prototype of the actual certificate.
** IIM Lucknow reserves the right to change the certificate and specifications at any time without notice.


Date & Fees

Programme Fee

Application Fee2,500
Programme Fee1,13,750
Total Fees (Including Campus Fee and Application Fee)1,16,250/-

1. *GST as per prevailing rate is applicable & will be collected additionally from the candidate/participant. The current GST rate is 18%.
2. At the time of application, a Processing fee of ₹10,000 is collected, which includes ₹2,500 towards the application fee and ₹7,500 towards the total Programme fees. The processing fee of ₹10,000 is refundable, in case the participant’s profile is rejected by IIM Lucknow.
Please Note: The Processing Fee shall not be refunded in the following circumstances:
I. In case the candidate rejects the offer issued by the Institute; and
II. In case the application is rejected due to submission of incomplete documents and/or providing incomplete information and/or eligibility criteria not fulfilled.

Note: For Foreign candidates, the cost of dispatching study material will be borne by them.

Instalment Schedule

InstalmentInstalment IInstalment IIInstalment III
DateAt the time of ApplicationWithin one week of the offer rollout10th November 202210th January 2023
Amount (Excluding GST)10,00036,25035,00035,000

Programme Timelines

Application Closure Date25th August 2022
Programme Start Date25th September 2022
Programme End DateApril 2023

Programme Content

Module 1 – Designing of Services

1. Understanding customer expectations

2. Customer Centricity

3. Gaps Model of Service Quality, SERVQUAL and Six Sigma Applications

4. Service design and servicescape

5. Service culture: customer participation and delivery

Module 2 – Predictive Modelling – Tools and Algorithms

1. Correlation and Regression

2. Logistic Regression

3. Decision Trees

4. Cluster Analysis

5. Multi-dimensional Scaling

Module 3 – Acquiring Customers

1. Demand Forecasting

2. Understanding Branding and Customer Equity

3. Customer Acquisition/Conversion Analytics

Module 4 – Customer Engagement

1. Customer satisfaction: Tools and Measurement

2. Introduction to CRM

3. Key account management

4. Cross-sell/Up-sell Campaigns

5. Relationship Marketing

Module 5 – Customer Retention

1. CRM: Experience, Engagement, and Stages of Customer Lifecycle

2. Churn Prediction Analytics

3. Customer profitability and lifetime value

4. Loyalty programs

5. Social CRM


Be the first to add a review.

Please, login to leave a review
Add to Wishlist
Duration: 06 Months
Lectures: 6

Talk to Our Experts