• To understand the need and importance of maintaining a good customer relationship.
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 customer’s – 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.
TOTAL: 45 PERIODS
• To use strategic customer acquisition and retention techniques in CRM.