We have great pleasure in presenting First edition “Customer Relationship Management” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Customer Relationship Management. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Unit – 1 Evolution of Customer Relationship & CRM Concepts
Introduction
Meaning of CRM
Definition of CRM
Emergence of CRM Practice
Factors Responsible for CRM Growth
CRM Process
Framework of CRM
Benefits of CRM
Types of CRM
CRM Concepts
Acquiring Customers
Customer Loyalty
Optimizing Customer Relationships
CRM Definition
Success Factors
The three Levels of Service/ Sales Profiling
Service Level Agreements (SLAs)
Creating and Managing Effective SLAs
Review Questions
Unit – 2 CRM in Marketing
Introduction
One-to-one Relationship Marketing
Cross Selling
Up Selling
Customer Retention
Behavior Prediction
Customer Profitability
Value Modeling
Channel Optimization
Event-based Marketing
CRM and Customer Service
The Call Centre
Call Scripting
Customer Satisfaction Measurement
Review Questions
Unit – 3 Sales Force Automation
Introduction
Sales Process
Activity
Contact
Lead
Knowledge Management
Field Force Automation
CRM Links in E-Business
E-Commerce
Customer Relationships on the Internet
Enterprise Resource Planning (ERP)
Supply Chain Management (SCM)
Supplier Relationship Management (SRM)
Partner Relationship Management (PRM)
Review Questions
Unit – 4 Analytical CRM
Introduction
Managing Customer Data
Sharing Customer Data
Customer Information Databases
Ethics and Legalities of Data use
Data Warehousing
Data Mining Concepts
Data Analysis
Market Basket Analysis (MBA)
Click Stream Analysis
Personalization and Collaborative Filtering
Review Questions
Unit – 5 CRM Implementation
Introduction
Defining Success Factors
Preparing a Business Plan Requirements
Justification and Processes
Choosing CRM Tools
Defining Functionalities
Homegrown Versus Out
Sourced Approaches
Managing Customer Relationships
Conflict
Complacency
Resetting the CRM Strategy
Selling CRM Internally
CRM Development Team
Scoping
Prioritizing
Development
Delivery
Measurement
Review Questions