BA9256-Customer Relationship Management |
UNIT I INTRODUCTION |
Definitions - Concepts and Context of relationship Management Evolution - Transactional Vs
Relationship Approach CRM as a strategic marketing tool CRM significance to the
stakeholders. |
UNIT II UNDERSTANDING CUSTOMERS |
Customer information Database Customer Profile Analysis - Customer perception,
Expectations analysis Customer behavior in relationship perspectives; individual and group
customers - Customer life time value Selection of Profitable customer segments. |
UNIT III CRM STRUCTURES |
Elements of CRM CRM Process Strategies for Customer acquisition Retention and
Prevention of defection Models of CRM CRM road map for business applications. |
UNIT IV CRM PLANNING AND IMPLEMENTATION |
Strategic CRM planning process Implementation issues CRM Tools- Analytical CRM
Operational CRM Call center management Role of CRM Managers. |
UNIT V TRENDS IN CRM |
e- CRM Solutions Data Warehousing Data mining for CRM an introduction to CRM
software packages. |
Text Books |
1. G.Shainesh, Jagdish, N.Sheth, Customer Relationships Management Strategic
Prespective, Macmillan 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and applications,
Biztantra, 2008 |
Reference Books |
1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas
Publishing 2005.
2. Jim Catheart, The Eight Competencies of Relatioship selling, Macmillan India, 2005.
3. Assel, Consumer Behavior, Cengage Learning, 6th Edition.
4. Kumar, Customer Relationship Management - A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools, Elsevier, 2004. |