Customer Relationship Management

Paper Code: 
MMM 424
Credits: 
4
Contact Hours: 
60.00
Objective: 

This paper lays done concept of customer relationship management and explains all the niti-grities of the concept.

Introduction to Customer Relationship Management Concept, Significance of Customer Relationship Management, Customer Supplier Relationship, Customer Relationship Management Strategy, Customer Retention and Cross-selling.

Building Customer Relationship Management Customer acquisition, Customer Knowledge Management, Customer Interaction Management

Customer Relationship Management Process Objectives of Customer Relationship Management Process, Customer Relationship Management Business Transformation, Call Centre Management

Customer Relationship Management Implementation Implementing Customer Relationship Management, Sales Force Automation, Customization, Integration of Customer Relationship Management with ERP system

Trends and Issues in Customer Relationship Management Customer Relationship Management in e-business, Relationship Policy and Loyalty Programmes, Factors which influence the future of Customer Relationship Management, Roadblocks in Customer Relationship Management

Essential Readings: 

1. CRM , H Peeru Mohammed, A Sagadevan, Vikas Publishing House Pvt Ltd 2. CRM, Ed Peelen, Pearson 3. The CRM handbook, Jill Dyche, Pearson

References: 

1. Customer Retention, Michael W Lowenstein, Oxford University Press 2. Suja Nair & Arif Baig

Academic Year: 
2018-2019
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