Services Marketing And Customer Relationship Management

Syllabus

Customer Relationship Management

Module 1: Introduction to Services Marketing                       12 Hours

Definition – Service Economy – Evolution and Growth of Service Sector – Challenges and Issues in Services Marketing – Services Marketing Mix – Service Blue Printing – GAP Model of Service Quality – Measuring Service Quality – SERVQUAL – Service Quality Function Development.  

Module 2: Service Delivery and Promotion                              8 Hours

Positioning of Services – Designing Service Delivery System, Service Channel – Pricing of Services, Methods – Service Marketing Triangle – Integrated Service Marketing Communication.

Module 3: Service Strategies                                                    8 Hours

Service Marketing Strategies for Health – Hospitality – Tourism – Financial – Logistics – Educational – Entertainment & Public Utility Information Technique Services.

Module 4: Introduction to CRM & CRM Structures              12 Hours

Definitions – Concepts and Context of Relationship Management – Evolution – Transactional vs. Relationship Approach – Elements of CRM – CRM Process – Strategies for Customer Acquisition – Retention and Prevention of Defection – Models of CRM – CRM Road Map for Business Applications.

Module 5: CRM Planning and Implementation                        8 Hours

Strategic CRM Planning Process – Implementation Issues – CRM Tools – Analytical CRM – Operational CRM – Call Center Management – Role of CRM Managers.

Module 6: Trends in CRM                                                      8 Hours

e-CRM Solutions – Data Warehousing – Data Mining for CRM – an Introduction to CRM Software Packages.