Description

Syllabus

(1)     Introduction to Customer Relationship Management: 

• Concept, Evolution of Customer Relationships: Customers as Strangers, Acquaintances, Friends and Partners.
• Objectives, Benefits of CRM to Customers and Organisations, Customer Profitability Segments, Components of CRM: Information, Process, Technology and People, Barriers to CRM.
• Relationship Marketing and CRM: Relationship Development Strategies: Organizational Pervasive Approach, Managing Customer Emotions, Brand Building through Relationship Marketing, Service Level Agreements, Relationship Challenges.

 

(2)     CRM Marketing Initiatives, Customer Service & Data Management:

• CRM Marketing Initiatives: Cross-Selling and Up-Selling, Customer Retention, Behaviour Prediction, Customer Profitability and Value Modeling, Channel Optimization, Personalization and Event-Based Marketing.
• CRM and Customer Service: Call Center and Customer Care: Call Routing, Contact Center Sales-Support, Web Based Self Service, Customer Satisfaction Measurement, Call-Scripting, Cyber Agents and Workforce Management.
• CRM and Data Management: Types of Data: Reference Data, Transactional Data, Warehouse Data and Business View Data, Identifying Data Quality Issues, Planning and Getting Information Quality, Using Tools to Manage Data, Types of Data Analysis: Online Analytical Processing (OLAP), Clickstream Analysis, Personalisation and Collaborative Filtering, Data Reporting.

 

(3)     CRM Strategy, Planning, Implementation & Evaluation: 

• Understanding Customers: Customer Value, Customer Care, Company Profit Chain: Satisfaction, Loyalty, Retention and Profits.
• Objectives of CRM Strategy, The CRM Strategy Cycle: Acquisition, Retention and Win Back, Complexities of CRM Strategy.
• Planning and Implementation of CRM: Business to Business CRM, Sales and CRM, Sales Force Automation, Sales Process / Activity Management, Sales Territory Management, Contact Management, Lead Management, Configuration Support, Knowledge Management.
• CRM Implementation: Steps: Business Planning, Architecture and Design, Technology Selection, Development, Delivery and Measurement.

• CRM Evaluation: Basic Measures: Service Quality, Customer Satisfaction and Loyalty, Company 3E Measures: Efficiency, Effectiveness and Employee Change.

 

(4)    CRM New Horizons: 

• e-CRM: Concept, Different Levels of E-CRM, Privacy in E-CRM:
• Software App for Customer Service:
• Activity Management, Agent Management, Case Assignment, Contract Management, Customer Self Service, Email Response Management, Escalation, Inbound Communication Management, Invoicing, Outbound Communication Management, Queuing and Routing, Scheduling.
• Social Networking and CRM.
• Mobile-CRM.
• CRM Trends, Challenges and Opportunities.
• Ethical Issues in CRM.