Customer relationship management

Cover
Contents
PART 1 Prerequisites to CRM
1. Customer Care
	1.1 Introduction
	1.2 Changing Face of Indian Market
	1.3 Shift of Focus—From Product to Customer
	1.4 Voice of Customer
	1.5 Customer Ownership and Customer Value
	1.6 Customer Care
	1.7 Knowing Your Customer
	1.8 Customer Touch Points and Moments of Truth
	1.9 Customer Loyalty and Customer Advocacy
	1.10 Customer Relationships
	Summary
	Key Terms
	Review Questions
	Project Assignment
	Further Readings
2. Customer Life Cycle (CLC) and Customer Lifetime Value (CLV)
	2.1 Introduction
	2.2 Marketing Orientation
	2.3 Value Creation
	2.4 Customer Life Cycle (CLC)
	2.5 Customer Lifetime Value (CLV)
	Summary
	Key Terms
	Review Questions
	Project Assignments
	Further Readings
3. Relationship Marketing
	3.1 Introduction
	3.2 From Traditional Marketing Approach to Relationship Marketing
	3.3 Relationship Marketing: Organisational Pervasive Approach
	3.4 Managing Customer Emotions: A Tool for Relationship Marketing
	3.5 Relationship Marketing in Consumer Segment vs Service Segment
	3.6 Brand Building through Relationship Marketing
	3.7 Service Level Agreements (SLAs)
	Summary
	Key Terms
	Review Questions
	Project Assignment
	Further Readings
PART II Understanding CRM
4. Customer Relationship Management (CRM)
	4.1 Introduction
	4.2 Defi nition of CRM
	4.3 Customer Relationship Framework
	4.4 Scope and Evolution of CRM
	4.5 Core Modules of CRM
	4.6 Technology and CRM
	4.7 Levels of CRM
	Summary
	Key Terms
	Review Questions
	Further Readings
5. Loyalty Management
	5.1 Introduction
	5.2 Loyalty Management
	5.3 Loyalty Programmes
	5.4 Planning and Managing Loyalty Programmes
	5.5 Types of Loyalty Programmes
	5.6 Reasons of Failure of Loyalty Programme
	Summary
	Key Terms
	Review Questions
	Project Work
	Further Readings
	Case Study
6. Service Quality and Service Capacity Planning
	6.1 Introduction
	6.2 Service Quality and CRM
	6.3 Concept of Service Capacity
	6.4 Service Capacity Planning Process
	6.5 Using Queuing Theory for Service Capacity Planning
	6.6 Analysis of a Queue System
	Summary
	Key Terms
	Review Questions
	Project Work
	Further Readings
7. Customer-Driven Quality and QMS
	7.1 Introduction
	7.2 Quality and its Relevance to CRM
	7.3 Understanding Customer-driven Quality
	7.4 Quality Management
	7.5 Quality Policy
	7.6 Quality Objectives
	7.7 Quality Management System
	7.8 Quality Management System Standards
	7.9 Quality Management Principles
	7.10 Quality System Documentation
	7.11 Implementation of Quality Management System
	Summary
	Key Terms
	Review Questions
	Project Assignments
	Further Readings
PART III Planning and Implementation of CRM
8. CRM and Sales Force Automation
	8.1 Introduction
	8.2 Sales Force Automation (SFA)
	8.3 Objectives of SFA
	8.4 Features of SFA
	8.5 Strategic Advantages of SFA
	8.6 Key Factors for Successful SFA
	Summary
	Key Terms
	Review Questions
	Further Readings
9. eCRM
	9.1 Introduction
	9.2 What is eCRM?
	9.3 Benefi ts of eCRM
	9.4 Data Handling in eCRM
	9.5 eCRM Systems/Applications in Market
	9.6 Specifi cations of eCRM Solutions
	Summary
	Key Terms
	Review Questions
	Project Assignments
	Further Readings
10. Planning and Implementing CRM
	10.1 Introduction
	10.2 Scope and Signifi cance of a CRM Project
	10.3 Business Process Reengineering (BPR) for CRM Implementation
	10.4 CRM Implementation Process
	Summary
	Key Terms
	Review Questions
	Further Readings
11. Making CRM a Success
	11.1 Introduction
	11.2 Success Factors for CRM
	11.3 Business Process Reengineering (BPR) for CRM Implementation
	11.4 Data Quality Management (DQM)
	11.5 Securing Customer Data: Information Security Management System
	11.6 Ethical Issues in CRM
	Summary
	Key Terms
	Review Questions
	Project Assignments
	Further Readings
12. IT Solution of CRM and Its Integration
	12.1 Introduction
	12.2 The eCRM Project Implementation Road Map
	12.3 Integrating CRM
	12.4 Integrating CRM with SCM
	12.5 Integrating CRM with SRM
	12.6 ERP
	Summary
	Key Terms
	Review Questions
	Further Readings
13. Future of CRM
	13.1 Introduction
	13.2 Emerging Technologies and CRM
	Summary
	Key Terms
	Review Questions
	Further Readings
	Annexure I
Case Studies on CRM
Index