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SYLLABUS
UNIT-I
EVOLUTION OF CUSTOMER RELATIONSHIP
CRM – Definition, Emergence of CRM Practice, Factors Responsible for CRM Growth, CRM Process, Framework of CRM, Benefits of CRM, Types of CRM, Scope of CRM, Customer Profitability, Future Trends in CRM, CRM and Cost-Benefit Analysis, CRM and Relationship Marketing.
UNIT-II
CRM CONCEPTS
Customer Value, Customer Expectation, Customer Satisfaction, Customer Centricity, Customer Acquisition, Customer Retention, Customer Loyalty, Customer Lifetime Value, Customer Experience Management, Customer Profitability, Enterprise Marketing Management, Customer Satisfaction Measurements, Web Based Customer Support.
UNIT-III
PLANNING FOR CRM
Steps in Planning – Building Customer Centricity, Setting CRM Objectives, Defining Data Requirements, Planning Desired Outputs, Relevant Issues While Planning the Outputs, Elements of CRM Plan, CRM Strategy: The Strategy Development Process, Customer Strategy Grid.
UNIT-IV
CRM AND MARKETING STRATEGY
CRM Marketing Initiatives, Sales Force Automation, Campaign Management, Call Centers, Practice of CRM: CRM in Consumer Markets, CRM in Services Sector, CRM in Mass Markets, CRM in Manufacturing Sector.
UNIT-V
CRM PLANNING AND IMPLEMENTATION
Issues and Problems in Implementing CRM, Information Technology Tools in CRM, Challenges of CRM Implementation, CRM Implementation Roadmap, Road Map (RM) Performance: Measuring CRM Performance, CRM Metrics.
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CategoriesManagement
Format PDF
TypeeBook