Customer Relationship Management, w/cd

Dr. Jaspreet Kaur Bhasin

ISBN: 9789350044544

464 pages

INR 399

Description

The book entitled Customer Relationship Management aims to help managers in establishing successful customer relationships. The concise and accessible style of the book is suitable for business professionals and students pursuing management courses. The book effectively blends together the theoretical and practical concepts of CRM that help readers to achieve a thorough understanding of the subject matter. The book also contains real-life examples and case studies to provide readers with a glimpse of the actual market environment. Moreover, a summary and learning exercise are supplemented at the end of each chapter to reinforce the concepts.

 

Chapter 1: Introduction to CRM

1.1 Introduction

1.2 Concept of CRM

1.3 Types of CRM

1.4 CRM in Front-office and Back-office Operations

1.5 Summary

1.6 Key Terms

1.7 Exercise

 

Chapter 2: Importance of Relationship in Business

2.1 Introduction

2.2 Definition of Relationship

2.3 Concept of Relationship Management

2.4 Concept of Relationship Marketing

2.5 Relationship Marketing and CRM

2.6 Summary

2.7 Key Terms

2.8 Exercise

 

Chapter 3: Planning a CRM Strategy

3.1 Introduction

3.2 Defining a CRM Strategy

3.3 Summary

3.4 Key Terms

3.5 Exercise

 

Chapter 4: Selection of a CRM Tool

4.1 Introduction

4.2 Selecting a CRM Tool

4.3 Summary

4.4 Key Terms

4.5 Exercise

 

Chapter 5: Managing a CRM Project

5.1 Introduction

5.2 Formulating a Pre-implementation Checklist

5.3 Formation of a CRM Development Team

5.4 Implementation of a CRM Program

5.5 CRM Budget

5.6 CRM Audit

5.7 Summary

5.8 Key Terms

5.9 Exercise

 

Chapter 6: Creating Value for Customers

6.1 Introduction

6.2 Concept of Customer Value

6.3 Sources of Creating Customer Value

6.4 Summary

6.5 Key Terms

6.6 Exercise

 

Chapter 7: Customer Experience and CRM

7.1 Introduction

7.2 Concept of Customer Experience

7.3 Methods for Improving Customer Experience

7.4 Strategies for Gaining Customer Experience

7.5 Customer Satisfaction and Customer Loyalty

7.6 Influence of CRM Software on Customer Experience

7.7 Summary

7.8 Key Terms

7.9 Exercise

 

Chapter 8: Managing Customer Lifecycle: Customer Acquisition, Retention, and Development

8.1 Introduction

8.2 Defining a New Customer

8.3 Estimating Customer Value

8.4 Concept of Customer Lifetime Value

8.5 Methods for Acquiring New Customers

8.6 Providing a Right Offer to Customers

8.7 Customer Acquisition Using Customer Data

8.8 Concept of Customer Retention

8.9 Customer Retention Strategies

8.10 Concept of Customer Development

8.11 KPIs of Customer Acquisition, Retention, and Development

8.12 Strategies for Terminating Customer Relationship

8.13 Summary

8.14 Key Terms

8.15 Exercise

 

Chapter 9: Customer Database

9.1 Introduction

9.2 Concept of Customer Database

9.3 Database Marketing

9.4 Data Analysis

9.5 Summary

9.6 Key Terms

9.7 Exercise

 

Chapter 10: Sales and CRM

10.1 Introduction

10.2 Role of CRM in Sales

10.3 Challenges in Sales

10.4 Customer Relationship Cycle and Sales

10.5 Sales Force Automation

10.6 Summary

10.7 Key Terms

10.8 Exercise

 

Chapter 11: Marketing Automation

11.1 Introduction

11.2 Concept of Marketing Automation

11.3 Some Other Applications of Marketing Automation

11.4 Summary

11.5 Key Terms

11.6 Exercise

 

Chapter 12: Service and CRM

12.1 Introduction

12.2 Concept of Customer Service

12.3 Concept of Service Automation

12.4 Service Level Agreement

12.6 Key Terms

12.7 Exercise

 

Chapter 13: Business Network and CRM

13.1 Introduction

13.2 Concept of Business Network

13.3 Relationships among Network Members

13.4 Role of CRM in Business Network

13.5 Concept of Business Network Management

13.6 Networking: A Tool for Developing a Strong Business Network

 

Chapter 14: Customer Portfolio Management

14.1 Introduction

14.2 Concept of Customer Portfolio Management

14.3 CPM Disciplines

14.4 Important Tools of CPM

14.5 CPM in Business-to-Business Context

 

Chapter 15: Electronic CRM (e-CRM)

15.1 Introduction

15.2 Concept of e-CRM

15.3 Digital Marketing

15.4 Checklists for Successful e-Business

15.5 Important CRM Software

15.6 Anticipating the Buying Behavior of Online Customers

 

Chapter 16: Role of Human Resource in CRM

16.1 Introduction

16.2 Relationship between CRM and HR

16.3 Importance of HR in CRM

16.4 Critical Success Factors for Human Resource in CRM

16.5 Hiring the Right Employees

16.6 Training and Development of Employees

16.7 Motivating Employees

 

Chapter 17: Role of CRM in Service Sector

17.1 Introduction

17.2 CRM in Banking Sector

17.3 CRM in Insurance Sector

17.4 CRM in Hospitality Industry

17.5 CRM in Airline Industry

17.6 CRM in Retail Sector

17.7 CRM in BPO Industry

17.8 Concept of Service Marketing

 

Chapter 18: Emerging Trends in CRM

18.1 Introduction

18.2 Latest Trends in CRM

18.3 CRM in Rural Market