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UNIT - I
Introduction to CRM Concepts, Evolution, Need, Understanding Goals and Objectives of CRM, Components of CRM, Benefits, CRM as a Strategic Marketing Tool, CRM Significance to the Stakeholders, CRM Applications in Consumer and Business Markets, CRM Issues & Problems.
UNIT - II
Building Customer Relations Customer Information Database – Customer Profile Analysis - Customer Perception, Expectations Analysis – Customer Behaviour in Relationship Perspectives; Individual and Group Customer’s -Customer Life Time Value – Selection of Profitable Customer Segments - Customer Life Cycle, Business Networks and CRM.
UNIT - III
CRM Process Introduction and Objectives of a CRM Process; an Insight into CRM and e-CRTA/online CRM, The CRM Cycle i.e. Assessment Phase; Planning Phase; The Executive Phase; Modules in CRM, 4C’s (Elements) of CRM Process, CRM Process for Marketing Organization, CRM Value Chain, CRM Affiliation in Retailing Sector.
UNIT - IV
CRM Structures Elements of CRM – CRM Process – Strategies for Customer Acquisition – Customer Retention and Development – Strategies for Customer Retention, Models of CRM – GSPOT Model, KOEL’s Model, WebQual Audit Model, ONYX Model - CRM Roadmap for Business Applications.
UNIT - V
CRM Planning and Implementation Strategic CRM Planning Process – Implementation Issues – CRM Tools- Analytical CRM – Operational CRM – Call Centre Management – Role of CRM Managers, Trends in CRM- e-CRM Solutions – Features and Advantages of e-CRM, Functional Components of e-CRM - Data Warehousing – Data mining for CRM – an Introduction to CRM Software Packages.
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