BBA 413 Customer Relationship Management Notes cover all four units of the GGSIPU BBA syllabus (w.e.f. 2024-25) in 67 pages, with 16 diagrams, 8 solved numericals on NPS, RFM, CRM ROI, churn and CLV, 32 short-answer questions with model answers and 40 long-answer questions. The full notes are sold as a printed book.
Written and reviewed by Sheetal Kirola, Academic Head, M.Ed. · Checked against the official BBA syllabus w.e.f. 2024-25 (BBAwef2024_25_200125.pdf) · Updated 14 October 2026 · Editorial policy
Scheme: BBA (NEP) w.e.f. 2024-25 | Applies to: batch admitted 2024-25 onwards | Verified against: BBAwef2024_25_200125.pdf, ipu.ac.in
BBA 413 Customer Relationship Management at a glance: GGSIPU BBA Sem 7 credits, units and exam pattern
BBA 413 is one of three Marketing electives in Semester 7, the first term of the Honours year, taken as a Major or a Minor elective. Students searching for BBA 413 Customer Relationship Management IPU notes get the 2024-25 scheme version here. It sits with the other GGSIPU BBA Semester 7 papers.
| Code and title | BBA 413: Customer Relationship Management |
|---|---|
| Course and semester | BBA (Hons.), Semester 7 |
| Category and credits | Marketing elective: Discipline Specific Course (Major) or Inter-disciplinary Course (Minor) · L-4, T-0 · 4 credits |
| Marks | 100: 40 internal + 60 end-term |
| Internal 40, split | Class test 15 + assignments, presentation, viva, group discussion or class participation 25 |
| End-term pattern | 60 marks; question pattern not printed in the official PDF |
| Units | 4 (Unit I to Unit IV), titles printed in the official syllabus |
| Paired lab | None (theory paper only) |
Source: official BBA scheme and syllabus w.e.f. 2024-25, page 172. Pass and re-appear rules: GGSIPU Ordinance 11.
BBA 413 Customer Relationship Management Notes unit-wise: 8 solved numericals and 32 short answers across 4 units
These GGSIPU BBA Sem 7 Customer Relationship Management notes run to 67 pages: cover, index and four units of 15 to 17 pages, each with ten sections in official topic order plus an exam block. Notes for every other BBA paper sit under GGSIPU BBA notes.
BBA 413 Unit 1: Introduction to CRM and Strategic Foundations
Pages 4 to 19. Five CRM definitions, the four CRM phases, then the four syllabus models (IDIC, QCi, Buttle's Value Chain, Payne's Five-Process) with a comparison table, e-CRM, the zone of tolerance, Commitment-Trust theory and CRM architecture. 6 diagrams, 8 short answers, 10 long questions.
| Type | Focus | Typical activity |
|---|---|---|
| Strategic CRM | Customer-centric strategy and culture | Choosing target segments and the value proposition |
| Operational CRM | Automating customer-facing work | Sales force, marketing and service automation |
| Analytical CRM | Insight from customer data | Segmentation, churn prediction, CLV |
| Collaborative CRM | Sharing customer data with partners | Shared records with dealers and service partners |
Quick look: the four types of CRM (from page 6)
- Type
- Strategic CRM
- Focus
- Customer-centric strategy and culture
- Typical activity
- Choosing target segments and the value proposition
- Type
- Operational CRM
- Focus
- Automating customer-facing work
- Typical activity
- Sales force, marketing and service automation
- Type
- Analytical CRM
- Focus
- Insight from customer data
- Typical activity
- Segmentation, churn prediction, CLV
- Type
- Collaborative CRM
- Focus
- Sharing customer data with partners
- Typical activity
- Shared records with dealers and service partners
BBA 413 Unit 2: Marketing and Customer-Centric Aspects of CRM
Pages 20 to 34. The DIKW path from data to customer knowledge, the customer pyramid and RFM, five channels compared, dark patterns, personalisation versus customisation, insight-based pricing, moments of truth and CX metrics (NPS, CSAT, CES). 4 diagrams, 1 solved numerical, 8 short answers, 10 long questions.
Quick look: working out a Net Promoter Score (from page 33)
- A coaching institute surveys 200 customers: 110 promoters (score 9 to 10), 50 passives (7 to 8), 40 detractors (0 to 6).
- Promoters = 110 ÷ 200 × 100 = 55%. Detractors = 40 ÷ 200 × 100 = 20%.
- NPS = 55 − 20 = +35. Passives are left out of the calculation.
BBA 413 Unit 3: Analytical CRM and Customer Insights
Pages 35 to 51, the numbers unit with 7 of the 8 solved numericals. CRISP-DM and association rules, an RFM table, Dick and Basu's loyalty matrix, CRM ROI and payback, churn, four CLV methods and predictive analytics. 4 diagrams, 8 short answers, 10 long questions.
Quick look: churn and retention for a gym (from page 44)
- Members on 1 April = 2,000. New members during the year = 300. Members on 31 March = 1,900.
- Members lost = 2,000 + 300 − 1,900 = 400, so churn rate = 400 ÷ 2,000 × 100 = 20%.
- Retention rate = (1,900 − 300) ÷ 2,000 × 100 = 80%.
- Average member lifetime = 1 ÷ 0.20 = 5 years.
BBA 413 Unit 4: Operational CRM and Implementation
Pages 52 to 67. Automation tools, call centres (IVR, ACD, CTI, AHT, FCR), direct mail, social and mobile CRM, Salesforce versus Zoho versus HubSpot, data marts, the implementation roadmap, the DPDP Act 2023, and AI, chatbots and VoC. 2 diagrams, 8 short answers, 10 long questions.
| Feature | Meaning | CRM example |
|---|---|---|
| Subject-oriented | Built around subjects such as customer, not applications | All customer data in one subject area |
| Integrated | Data from many sources made consistent | One customer ID across POS, app and call centre |
| Time-variant | Holds history over years | Five years of purchase history |
| Non-volatile | Loaded and read, rarely changed | Past transactions are not overwritten |
Quick look: Inmon's four features of a data warehouse in CRM (from page 58)
- Feature
- Subject-oriented
- Meaning
- Built around subjects such as customer, not applications
- CRM example
- All customer data in one subject area
- Feature
- Integrated
- Meaning
- Data from many sources made consistent
- CRM example
- One customer ID across POS, app and call centre
- Feature
- Time-variant
- Meaning
- Holds history over years
- CRM example
- Five years of purchase history
- Feature
- Non-volatile
- Meaning
- Loaded and read, rarely changed
- CRM example
- Past transactions are not overwritten
Email, phone, social, web and in-person channels in CRM: excerpt from page 24 of the BBA 413 notes
Excerpt from page 24
A communication channel is the medium through which a company and its customers talk to each other. Modern CRM uses many channels together. Customers pick the one they prefer, and the company has to give the same experience on every one of them.
Used for newsletters, transactional messages such as order confirmations and invoices, personalised offers, reminders and feedback surveys. Merits: low cost, measurable through open and click rates, easy to personalise and automate. Demerits: spam filters, crowded inboxes and low open rates. Example: Myntra sending a "price drop on items in your wishlist" email.
Phone (call centre and SMS)
Covers inbound calls to a helpline, outbound calls for telemarketing and follow-ups, IVR systems and SMS alerts. Merits: personal, immediate and two-way, good for complex problems. Demerits: costly, intrusive (DND issues), and waiting time annoys customers. Example: a bank calling a customer to verify a suspicious transaction.
Social media
Facebook, Instagram, X, LinkedIn, YouTube and WhatsApp serve engagement, customer service, brand communities and listening. Merits: wide reach, real time, two-way, word of mouth and customer insight. Demerits: public complaints spread quickly, so the channel needs constant monitoring. Example: Zomato's witty replies build brand affection, and airlines resolve complaints on X.
Web (website, apps, chat and portals)
The website and app work as 24×7 channels for information, purchase, self-service, live chat and chatbots. Merits: convenient, low-cost self-service and rich data. Demerits: impersonal, technical glitches, and it needs digital literacy. Example: the IRCTC app for booking, cancellations and refunds.
In-person
Stores, branches, showrooms, events, sales representatives and service engineers. Merits: the highest personal touch, builds trust, best for high-value and complex sales. Demerits: expensive, with limited reach and time. Example: Tanishq staff helping a family choose wedding jewellery.
| Channel | Cost | Personal touch | Speed | Best use |
|---|---|---|---|---|
| Low | Medium | Medium | Offers, updates, confirmations | |
| Phone | High | High | Fast | Complex queries, urgent issues, sales follow-up |
| Social media | Low to medium | Medium | Very fast | Engagement, community, quick service |
Channel comparison (first three rows, page 24)
- Channel
- Cost
- Low
- Personal touch
- Medium
- Speed
- Medium
- Best use
- Offers, updates, confirmations
- Channel
- Phone
- Cost
- High
- Personal touch
- High
- Speed
- Fast
- Best use
- Complex queries, urgent issues, sales follow-up
- Channel
- Social media
- Cost
- Low to medium
- Personal touch
- Medium
- Speed
- Very fast
- Best use
- Engagement, community, quick service
BBA 413 exam corner: 32 solved two-to-five-mark answers and 40 ten-to-fifteen-mark questions by unit
| Unit | Short answers (2–5 Marks) | Long questions (10–15 Marks) | Solved numericals |
|---|---|---|---|
| Unit I | 8 | 10 | 0 |
| Unit II | 8 | 10 | 1 |
| Unit III | 8 | 10 | 7 |
| Unit IV | 8 | 10 | 0 |
| Total | 32 | 40 | 8 |
BBA 413 exam questions and solved numericals by unit
- Unit
- Unit I
- Short answers (2–5 Marks)
- 8
- Long questions (10–15 Marks)
- 10
- Solved numericals
- 0
- Unit
- Unit II
- Short answers (2–5 Marks)
- 8
- Long questions (10–15 Marks)
- 10
- Solved numericals
- 1
- Unit
- Unit III
- Short answers (2–5 Marks)
- 8
- Long questions (10–15 Marks)
- 10
- Solved numericals
- 7
- Unit
- Unit IV
- Short answers (2–5 Marks)
- 8
- Long questions (10–15 Marks)
- 10
- Solved numericals
- 0
- Unit
- Total
- Short answers (2–5 Marks)
- 32
- Long questions (10–15 Marks)
- 40
- Solved numericals
- 8
The BBA 413 notes answer 32 short-answer questions and set 40 long-answer questions across 4 units, plus 8 solved numericals. One exam-style question per unit:
- Unit I: What is the zone of tolerance? Pointer: the band between desired and adequate service in which the customer stays satisfied.
- Unit II: What is a moment of truth? Pointer: Jan Carlzon's term for any contact that forms an impression; add ZMOT, FMOT, SMOT, UMOT.
- Unit III: Name the phases of CRISP-DM. Pointer: business understanding, data understanding, data preparation, modelling, evaluation, deployment.
- Unit IV: What are the main features of the DPDP Act, 2023? Pointer: consent, purpose limitation, data minimisation, safeguards, breach notice, user rights, Data Protection Board.
More practice sits in the BBA 413 important questions.
Who writes and checks the BBA 413 CRM notes?
- Sheetal Kirola, author and subject reviewer of these notes · Academic Head, Unnati Educations · M.Ed. · 7 years of experience · profile
Mapped to the NEP BBA scheme w.e.f. 2024-25 (batch 2024-25 onwards). The 2026-27 edition uses Indian cases such as Jio and IRCTC and covers the DPDP Act 2023. Last updated 14 October 2026; see our editorial policy.
The same team prepares GGSIPU important questions for every course.
Do the BBA 413 notes cover the full GGSIPU syllabus?
Yes. Every official BBA 413 topic has a matching section in the notes; our unit check found no gaps.
| Official unit | Official topics | Where in the notes | Status |
|---|---|---|---|
| Unit I: Introduction to CRM and Strategic Foundations | Concept and importance; elements; phases; IDIC, QCi, Value Chain, Payne; e-CRM; relationships; theories; strategy, culture, architecture | Sections 1-10, pp 4-18 | Covered |
| Unit II: Marketing and Customer-Centric Aspects of CRM | Customer data; segmentation; five channels; consumer behaviour; personalisation; propositions; pricing; policies; touchpoints; experience | Sections 1-10, pp 20-33 | Covered |
| Unit III: Analytical CRM and Customer Insights | Analytical CRM; data management; data mining; profiling; loyalty; ROI; churn; cross and up-selling; CLV; predictive analytics | Sections 1-10, pp 35-50 | Covered |
| Unit IV: Operational CRM and Implementation | Tools; call centres, direct mail, in-store; digital, social, mobile CRM; Salesforce, Zoho, HubSpot; data marts; roadmap; project management; challenges; privacy; AI, chatbots, VoC | Sections 1-10, pp 52-66 | Covered |
BBA 413 official syllabus topics mapped to the notes (section and page)
- Official unit
- Unit I: Introduction to CRM and Strategic Foundations
- Official topics
- Concept and importance; elements; phases; IDIC, QCi, Value Chain, Payne; e-CRM; relationships; theories; strategy, culture, architecture
- Where in the notes
- Sections 1-10, pp 4-18
- Status
- Covered
- Official unit
- Unit II: Marketing and Customer-Centric Aspects of CRM
- Official topics
- Customer data; segmentation; five channels; consumer behaviour; personalisation; propositions; pricing; policies; touchpoints; experience
- Where in the notes
- Sections 1-10, pp 20-33
- Status
- Covered
- Official unit
- Unit III: Analytical CRM and Customer Insights
- Official topics
- Analytical CRM; data management; data mining; profiling; loyalty; ROI; churn; cross and up-selling; CLV; predictive analytics
- Where in the notes
- Sections 1-10, pp 35-50
- Status
- Covered
- Official unit
- Unit IV: Operational CRM and Implementation
- Official topics
- Tools; call centres, direct mail, in-store; digital, social, mobile CRM; Salesforce, Zoho, HubSpot; data marts; roadmap; project management; challenges; privacy; AI, chatbots, VoC
- Where in the notes
- Sections 1-10, pp 52-66
- Status
- Covered
Verify in the official BBA syllabus, batch 2024-25 onwards (BBA 413, page 172); unit titles match word for word.
Every course in GGSIPU notes is mapped to its official PDF the same way.
How to write BBA 413 answers: definition-led theory, model diagrams and CLV and NPS numericals
Short answers (2–5 Marks) open with a named definition. The page 4 box "Standard Definitions (Write in Exam)" gives five; quote one author, such as Francis Buttle, then add keywords: strategy, value for both sides, profitable customers, technology as enabler.
Long answers (10–15 Marks) score better with one of the 16 diagrams, such as IDIC or the implementation roadmap. Explain each block with an Indian example from the notes: Reliance Smart for IDIC's "Identify", Taj Hotels for empowered staff.
The page 7 exam tip adds the six-step CRM process (identify, collect data, segment, design offers, deliver, measure) to any answer on phases. Page 18 gives the closing line: CRM is a strategy, not a software.
Numericals need formula, substitution, then a one-line meaning. Worked example from page 48 (Gupta and Lehmann CLV):
- Formula: CLV = m × r ÷ (1 + d − r), with m = ₹3,000, r = 0.80, d = 0.10.
- Working: 3,000 × 0.80 ÷ (1.10 − 0.80) = 2,400 ÷ 0.30 = ₹8,000.
- Meaning: at 90% retention CLV becomes ₹13,500, so a 10-point rise in retention lifts CLV by about 69%.
Revise from the tables on pages 19, 34, 51 and 67. Practise this format on GGSIPU BBA important questions.
BBA 413 and the GGSIPU BBA Sem 7 papers it connects to
BBA 413 has no paired lab; every paper's official topics are in the GGSIPU BBA syllabus.
Semester 7 core papers: BBA 401 Project Management and BBA 403 Fundamentals of Actuarial Sciences. Other Marketing electives: BBA 411 Marketing Analytics and BBA 415 Industrial Marketing.
- Unit III data mining and predictive analytics feed into BBA 411 Marketing Analytics.
- Unit IV CRM project management (page 61: WBS, Gantt, Agile) applies BBA 401 to a CRM rollout.
- Unit I Commitment-Trust theory supports the buyer-seller relationships of BBA 415 Industrial Marketing.
BBA 413 CRM notes FAQs
How do I get the full BBA 413 notes?
Tap "Get Full Notes" and send the pre-filled WhatsApp message to 9899436384. The full BBA 413 notes come only as a printed book of 67 pages; they are not available as a PDF. Price and payment details are shared on WhatsApp. Delivery takes a maximum of 5 to 7 days after the order, and the exact time depends on your location.
Is BBA 413 a core paper or an elective in GGSIPU BBA?
BBA 413 is an elective. It is one of three Marketing papers in Semester 7 of the four-year BBA (Hons.), alongside BBA 411 and BBA 415. Students choose three Semester 7 electives: two from their Major specialisation and one from their Minor, so BBA 413 counts as a Major or a Minor elective. It carries 4 credits with 4 lecture hours a week.
How many marks is BBA 413 and what is the passing mark?
BBA 413 is marked out of 100: 40 internal and 60 end-term. The internal 40 is a 15-mark class test plus 25 marks for assignments, presentations, viva-voce or group discussion. The BBA scheme PDF does not print a pass percentage, so we do not state one. End-term minimums, pass rules and re-appear rules are set by Ordinance 11 on ipu.ac.in.
Which BBA 413 unit has the most numericals?
Unit III, Analytical CRM, holds 7 of the 8 solved numericals in the BBA 413 notes: association rules (support, confidence, lift), an RFM scoring table, CRM ROI with payback period, retention and churn, and three CLV methods. Unit II has one NPS example. Unit III's short answers also include a CLV calculation, so give it extra practice time.
Do the BBA 413 notes explain Salesforce, Zoho and HubSpot?
Yes. Unit IV of the BBA 413 notes (pages 56 to 57) describes Salesforce, Zoho CRM and HubSpot CRM, compares them in a table and lists ten criteria for choosing a CRM system, including total cost, cloud versus on-premise, DPDP Act compliance and AI features. This matches the syllabus line "Overview of CRM Systems (e.g., Salesforce, Zoho, HubSpot)".
Do the BBA 413 notes follow the 2024-25 GGSIPU BBA syllabus?
Yes. The BBA 413 notes follow the NEP BBA syllabus w.e.f. 2024-25, which applies to students admitted in 2024-25 and later. The unit titles are copied from the official PDF and all four units passed our topic check. If your college follows an older scheme, check the paper code and topics on your syllabus before ordering.
Get the full BBA 413 Customer Relationship Management Notes on WhatsApp
| Unit | Pages | Diagrams | Short answers | Long questions | Solved numericals |
|---|---|---|---|---|---|
| Unit I | 4 to 19 (16) | 6 | 8 | 10 | 0 |
| Unit II | 20 to 34 (15) | 4 | 8 | 10 | 1 |
| Unit III | 35 to 51 (17) | 4 | 8 | 10 | 7 |
| Unit IV | 52 to 67 (16) | 2 | 8 | 10 | 0 |
What the printed BBA 413 notes book contains, unit by unit
- Unit
- Unit I
- Pages
- 4 to 19 (16)
- Diagrams
- 6
- Short answers
- 8
- Long questions
- 10
- Solved numericals
- 0
- Unit
- Unit II
- Pages
- 20 to 34 (15)
- Diagrams
- 4
- Short answers
- 8
- Long questions
- 10
- Solved numericals
- 1
- Unit
- Unit III
- Pages
- 35 to 51 (17)
- Diagrams
- 4
- Short answers
- 8
- Long questions
- 10
- Solved numericals
- 7
- Unit
- Unit IV
- Pages
- 52 to 67 (16)
- Diagrams
- 2
- Short answers
- 8
- Long questions
- 10
- Solved numericals
- 0
Format: a 67-page printed book of Customer Relationship Management notes in English; not available as a PDF. Order on WhatsApp, where price and payment details are shared. Delivery: maximum 5 to 7 days; the rest depends on your location.
Order the printed BBA 413 notes book on WhatsApp (4 units, 67 pages)
Unnati Educations is an independent education provider based in Vikaspuri, Delhi. We are not affiliated with, authorised by, or endorsed by Guru Gobind Singh Indraprastha University (GGSIPU). 'GGSIPU' and 'IPU' are used only to describe the syllabus our notes follow. For official information, visit ipu.ac.in.
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