Last updated on April 7th, 2023 at 08:21 pm
Unit 1 Introduction to Customer Relationship Management {Book} |
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Concept, Evolution of Customer Relationship |
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Customers as strangers, acquaintances, friends and partners |
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Objectives, Benefits of CRM to Customers and Organizations |
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Customer Profitability Segments |
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Components of CRM: Information, Process, Technology and People |
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Barriers to CRM |
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Relationship Marketing and CRM: Relationship Development Strategies: |
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Organizational Pervasive Approach |
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Managing Customer Emotions |
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Brand Building through Relationship Marketing |
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Service Level Agreements |
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Relationship Challenges |
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Unit 2 CRM Marketing Initiatives, Customer Service and Data Management {Book} |
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CRM Marketing Initiatives: |
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Cross-Selling and Up-Selling |
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Customer Retention |
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Behaviour Prediction |
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Customer Profitability and Value Modeling |
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Channel Optimization |
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Personalization and Event-Based Marketing |
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CRM and Customer Service: |
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CRM in Call Center and Customer Care |
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Call Routing, Contact Center Sales-Support |
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Web Based Self Service |
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Customer Satisfaction Measurement |
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Call-Scripting |
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Cyber Agents and Workforce Management |
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CRM and Data Management: |
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Types of Data: Reference Data, Transactional Data, Warehouse Data and Business View Data |
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Identifying Data Quality Issues |
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Planning and Getting Information Quality |
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Using Tools to Manage Data |
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Types of Data Analysis: |
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Online Analytical Processing (OLAP) |
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Clickstream Analysis |
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Personalisation and Collaborative Filtering |
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Data Reporting |
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Unit 3 CRM Strategy, Planning, Implementation and Evaluation {Book} |
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Understanding Customers: Customer Value |
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Customer Care |
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Company Profit Chain: Satisfaction, Loyalty, Retention and Profits |
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Objectives of CRM Strategy |
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The CRM Strategy Cycle: Acquisition, Retention and Win Back |
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Complexities of CRM Strategy |
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Planning and Implementation of CRM: |
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Business to Business CRM |
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Sales and CRM |
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Sales Force Automation |
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Sales Process/ Activity Management |
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Sales Territory Management |
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Contact Management |
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Lead Management |
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Configuration Support |
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Knowledge Management |
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CRM Implementation Steps: Business Planning, Architecture and Design, Technology Selection, Development, Delivery and Measurement |
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CRM Evaluation: Basic Measures: Service Quality, Customer Satisfaction and Loyalty |
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Company 3E Measures: Efficiency, Effectiveness and Employee Change |
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Unit 4 CRM New Horizons {Book} |
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e-CRM concept |
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Different levels of e-CRM |
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Privacy in e-CRM |
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Software app for Customer Service: |
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Activity Management, Agent Management, Case Assignment, Contract Management, Customer self Service, Email Response Management, Escalation, Inbound Communication Management, Invoicing, Outbound Communication Management, Queuing and Routing, Scheduling |
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Social Networking and CRM |
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Mobile-CRM |
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CRM Trends, Challenges and Opportunities |
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Ethical issues in CRM |
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