Customer Relationship Management AKTU BBA Third Sem

Syllabus

BBA 306

Customer Relationship Management

UNIT-1: Fundamentals of Customer Relationship Management     (8 Hrs.)

Relationship in Business: A Management Tool: Introduction, Types of Relationship, Stages of Relationship, Issues in Relationship, Evolution of Relationship as a Marketing Tool, Purpose of Relationship Marketing.

UNIT-2: Customer Relationship Management Conceptual Foundation (8 Hrs.)

Introduction, Emergence of CRM Practices, Factors Responsible for Growth of CRM, Stakeholders in CRM, Significance of CRM.

UNIT-3: Customer Satisfaction and Customer Loyalty                   (8 Hrs.)

Customer Satisfaction: Introduction, Meaning, Components, Rationale, Models Customer Loyalty: Concept, Significance, Rationale, Loyalty Ladder, Loyalty Principles, Advantages.

UNIT-4: CRM Comprehension and Implementation Model            (8 Hrs.)

Introduction, CRM Comprehension, Components of CRM Programme, CRM Value Chain, CRM Process-Historical Perspective, CRM Process- Modern Variables.

UNIT-5: Technological Developments in CRM                                (8 Hrs.)

Introduction, e-CRM an Information Technology Tool, e- CRM in Business, Features Of e-CRM, Advantages and Technologies Of e-CRM,  Customer Retention and Customer Experience Management: Introduction, Changing Role Of CRM,  Customer Retention Management, Customer Recall Management, Customer Experience Management.