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Customer Relationship Management

Management Development Programme          

"Customer Relationship Management" on 24th March, 2012

At : Jagan Institute of Management Studies, Delhi.


Jagan Institute of Management Studies, Sector – 5, Rohini, New Delhi organized MDP Programme on Customer Relationship Management at JIMS Campus, on Saturday 24th March, 2012. The programme started with the welcome address by the Head of MDP cell Mr. C. George, introducing the program and the participants. The resource persons of the session were Dr Sudhir Rajguru, Ms Pooja Jain & Ms Yukti Ahuja . The programme concentrated on the aspect of Customer Relationship Management, its importance and its present day need in the working of an organization. Executives and upto Middle level Managers in private, nationalized and foreign banks , print and electronic media, advertising agencies, Insurance companies , exhibition organizers and Govt agencies and entrepreneurs etc were the people who attended the programe. The participants from all the major sectors like hospitality, Information Technology, Education, and Human Resource Management were the active members of the programme, to name some were Alpine Energies, National Centre for Trade Information, Birla Soft Pvt, Ltd, Try Foundation, DCRUST, Bee Kay Wires Pvt Ltd, Neetee Clothing Pvt. Ltd, Crowne Plaza, and Directorate of Estates.


The topics covered of the programme were the Characteristics of service, Service gaps, Customer retention VS Customer acquisition, CRM as a strategy, benefits of CRM, selecting the right CRM strategy- CASE STUDY, Recap and key learning and lastly the feedback.

The programme was designed to meet the changing needs of the customers. They demand not only better products but the best of the services as well. Satisfaction of the customers is counted upon the service they get; henceforth the question arises of promising and delivering the best. Building cordial relations with the customers and clients gives businesses a strategic advantage. The product development arises from the change in customer preferences and wants. Organizations that concretely focus on acquiring new customers fail to understand building relations and understanding their customers. The programme focused on building these relations and understanding the idea behind maintaining lifetime relations with them.


The programme was divided into three technical sessions and the resource persons Ms Pooja Jain and Ms Yukti Ahuja in their 2 and half hour session elaborated the organizations with implementing and managing customer interactions. Enumerating the characteristics of the customer’s retention and CRM benefits.CRM application tends to be more profitable for the small scale industries than the large ones. They stressed on the fact that acquiring new customers are important but retaining the older ones hold prime importance.

The resource person for the third session was Dr. Sudhir Rajguru speaking on selecting the right customer strategy and also highlighting their thought via presenting a case study. The closing session was again taken by Ms Pooja Jain where she took a recap and key learning, feedback and sharing their experiences. The session concluded with the closing remarks by Director of JIMS – Mr J.K Goyal.


The presentation of certificates to the participants and the Vote of Thanks were given by Mr C. George .With all the efforts of the MDP Cell including Mr C. George, Ms Pooja Jain, Ms Yukti Ahuja and Mr Sudhir Rajguru the programme got an overwhelming response from the participant and our faculty members. The programme opened an avenue of cross cultural interactions with the participants from diverse sectors.

Overall the session was a fruitfull and a learning experience for all the faculty members as well for the participants and was well appreciated.

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