Definition and Scope of Customer Relationship Management - History and Evolution of Customer Relationship Management - Transformation of Customers - Touch Point Analysis (TPA) - Customer Relationship Management: Components and Architecture -Technology and CRM Technology Components - Customer Value -Value Creation
Customer Retention - Negative and Positive Retention Strategies - Meet and Exceed Expectations -Trends in Customer Retention - Strategic Customer - Different Types of Customers -Customer Acquisition - Traditional Approach to Customer Acquisition - Customer Acquisition Strategy -Customer Acquisition -Customer Expectation -Zone of Tolerance -Expectation Management Strategies - e-CRM - Modules in CRM - Barriers to Effective Customer Internet Adoption.
Contact Centre Technology - Contact or Call Centre -Future Prospects -CRM Technologies for Contact/Call Centre Infrastructure - Call Centre to Contact Centre - Front Office Management Technology - Segmentation - Requirements for Effective Segmentation - Bases for Segmentation - Targeting Marketing Segments - Positioning - Repositioning - Application of Marketing Mix Strategic Perspective.
Privacy – An Indian Perspective - Need for Privacy Protection -Empowering Customers in India - Indian Privacy Law Set to Change Landscape -Need for such Legislation - Legislative Competence - Legislations - Data Protection and the Right to Information - Data Protection and Credit Verification - Data Protection and Private Investigative Agencies – A Global Approach -Markets in Privacy -Wireless Transmission - Data Banks - Encryption - Selling the Right of Privacy - Analysis of CRM Strategies - Designing a CRM Strategy - Creating Customer Value - Delivering the Benefits of CRM.
Emerging Trends in CRM - Doing Business in the CRM Era - Most Affected Industries - CRM in India - Critical Success Factors - Globalized Scenario Overview of Sales Force Automation - Sales Force Automation Solution - Benefits of Sales Force Automation Software -Disadvantages - Features of SFA - Other Features - Sales Force Automation Solution – An Overview -Functional Features.
Reference Book:
1 Kumar, V., & Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and Tools (3rd ed.). Berlin, Germany: Springer-Verlag.
2 Payne, A., & Frow, P. (2013). Relationship Marketing for Competitive Advantage: Winning and Keeping Customers (2nd ed.). Abingdon, UK: Routledge.
3 Kumar, A., & Shankar, B. (2021). Customer Relationship Management: A Databased Approach. Sage Publications.
4 Greenberg, P. (2020). CRM at the Speed of Light: Essential Customer Strategies for the 21st Century (5th ed.). McGraw-Hill Education.
5 Hinshaw, M., & Kasanoff, B. (2019). The New Rules of Customer Engagement: 6 Trends That Will Change the Way You Do Business. Wiley.
Text Book:
1 Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and Technologies (3rd ed.). Abingdon, UK: Routledge.
2 Peppers, D., & Rogers, M. (2016). Managing Customer Relationships: A Strategic Framework (3rd ed.). Hoboken, NJ: John Wiley & Sons.
