CUSTOMER RELATIONSHIP MANAGEMENT

Relationship Marketing: Types of Relationships in Business, Stages of relationship, Issues in Business Relationship, Theories of relationship Marketing

CRM: Concept, History and Development of CRM, CRM Cycle, Stakeholders in CRM, Significance of CRM, Customer Retention, Customer Retention Management, Customer Recall Management, Customer Experience Management, CRM Process

Customer Satisfaction: Meaning, Components, Scales and Models for measuring Satisfaction- Customer Satisfaction Index (CSI), Common Measurement Tools (CMT), Kano Model.

Customer Loyalty and Involvement: Ladder of Loyalty, Dimensions of Customer Loyalty, Categories of Customer Loyalty,  Loyalty Programmes, Permission Marketing

Service Quality: A brief idea about Service Quality, SERVQUAL and SERVPERF, Retail Service Quality and Banking Service Quality Scales

Information Technology Dynamics: e-CRM, nature of e-Relationships, Developing trust online, Managing online relationships, Database Management, Database Warehousing and Data Mining. Call Centre, Multimedia Contact centre, Electronic Point of Sale, Customer Service Help Desk, System Integration, Sales Force Automation.

Service Recovery Management: Service Failure, Reasons, Measuring Service recovery effectiveness, Stages of Service Recovery Management, Types of Service Recovery Management.

Managing other relationships: External– Government, Authorities, Lender and Financial Bodies, Public, Mass media, Alliance, Partners, Suppliers. Internal Customers.