Customer Relationship Management

Syllabus

P7': Customer Relationship Management

Unit I

Fundamentals of Customer Relationship Management: Meaning and definition of CRM, Benefits of CRM, Reasons for Adopting CRM, Conceptual Foundations of Customer Relationship Management. Types, Stages and Issues in CRM.

Unit II

Dimensions of Customer Relationship Management Customer Satisfaction: Meaning and Definition, Customer Satisfaction Models, Measuring Customer Satisfaction, ISO Guidelines. Customer Loyalty: Concept, Principles, Significance and Dimensions of Customer Loyalty.

Unit III

Information Technology in Customer Relationship Management Technological Developments in CRM. Information Technology Implementation in CRM. Features, Advantages and Functional Components of E-CRM. Important CRM Software. Customer Relationship Management Through Information Technology Tools.

Unit IV

Emerging Dimensions and Dynamics in Customer Relationship Management Customer Recall, Retention and Experience Management. Service Failure and Service Recovery Management. Application of Customer Relationship Management in Different Sectors. Role of Social Media.