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Customer Relationship Management

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Customer Relationship Management

Issues

ELECTIVE- CUSTOMER RELATIONSHIP MANAGEMENT

Subjects:-

 Customer Relationship Management:- Paper 1st

 Services Marketing- Paper 2nd

 

Curriculum of Customer Relationship Management- Paper 1st  (IBM- E1031)

 

S.No.

Topics

1

Customer Is King:- Is CRM More of an Art or More of a Science?

2

Customer Managed Relationships:-Mini Marketing:- The Axis of Equal, Mini-Marketing.

3

Types of CRM:- Operational CRM, Analytical CRM, Collaborative CRM, Benefits of CRM With the Help of Types of CRM.

4

Building Blocks of CRM & CRM Strategy:- CRM Strategies, Creating a CRM Business Strategy, Build a Customer Growth strategy, Avoid the Whipsaw Effect, Don’t Buy Into the Technology Magic Bullet, Measure Satisfaction With CRM, In a Nutshell.

5

Customer Relationship Management by Indian Firms:- Customer Care Begins Before the Sale, Understanding Buying Patterns, Understanding the Customer, Rewarding Customer Loyalty, Making After Sales Service Easier.

6

Customer Retention Strategies:- Financial Bonds, Social Bonds, Customization Bonds, Structural Bonds.

7

HRM in CRM:- Mahatma Gandhi’s Definition of Customer, The h-CRM Model, To Slim up.

8

Implementing a Technology-Based CRM Solution:- The Retail Strategy, The CRM Roadmap, Implementing CRM, Understand & Differentiate, Develop & Customize, Interact & Deliver, Acquire & Retain, Prioritizing the Changes, Creating an Action Plan, Selection and Implementing a Technology-Based Solution, Lessons From The ICICI Experience.

9

Future Trends in CRM:- Doing Business in the CRM Era, Most Affected Industries, Why Should You Adopt CRM?, Current Trends in CRM, CRM in India, Critical Success Factors, The Road Ahead.

10

The Call Centre:- Introduction, History of the Industry, Contact Centre, Classification of Call Centers, India: Opportunities And Challenges, Operational Challenges, The Agent, Measures Agent Efficiency, Call Centre Technology.

11

Call Centre Functionality:- Customer Care, Industry Usages, Telemarketing, Collections, Back-Office Management.

12

Team Building:- A Successful Team, Effective Team Membership.

13

Customer Relationship Management:– Rational of CRM, CRM Tools.

14

Web-Based Customer Support:- The Rational for E-Mail Communication, Efficient Contact Centre, Composing an E-Mail, Structure of an E-Mail, E-Mail Checklist.

 

Curriculum of Services Marketing- Paper 2nd   (IBM- E1032)

 

S.No.

Topics

 1

Understanding Service:- Introduction, Goods and Service, Distinctive Characteristics of Services, Molecular Model, Servuction Model, Classifying Services, Emergence of E-service, Factors Fuelling Growth of Services, Concerns about Service Growth, Service Revolution and Change in Perspective, Predicted Keys to Success in the Service Sectors.

2

Service And Economy of a Country:- Introduction, Global Scenario, National Scenario.

3

Issues in Marketing of Services:- Introduction, Service Product or Package, Pricing, Place, Promotion, People, Physical Evidence, Process Management.

4

Consumer Decision Process and Ethical Issues:- Introduction, Consumer Decision Process, Expectancy Disconfirmation Model, Perceived Control Perspective, Ethics, Ethical Decision Making Methods, The Factors  Influencing Ethical Decision Making, Ethical Decision Making Control.

5

Service Delivery Process:- Introduction, Operational Competitiveness, Marketing and Operations, Models for Services Firms, Models to Services- Difficulties In Application, Possible Solutions, Technical Core Isolation and Servuction System Minimization, Blueprints, Stages In Representation, Logical Steps in the Process, Variability in the Process, Backstage Elements in the Process, Complexity, Divergence and Service Positioning Using Blueprints, Service Mapping, Service Failures.

6

Pricing:- Introduction, Buyer’s Perception of Value, Consideration for Pricing of Services, Demand Considerations, Cross Price Elasticity, Price Discrimination, Price Segmentation, Cost Considerations, Customer Considerations, Competition Considerations, Emerging Price Strategies.

7

Services Communication Mix:- Introduction, Communication Strategy, Consumer Behavior Considerations, Service Communication Mix-Special Problems, Guidelines For Developing Service Communications, Professional Service Provider.

8

Firm’s Physical Evidence:- Introduction, Physical Evidence, Packaging, Service Processes, Socialization, Differentiation, Framework for Understanding Physical Evidence, Servicescapes, Behavioural Responses to Environment, Social Interactions, Creating Services Atmosphere, Design Considerations.

9

Managing Employees and Consumers:- Introduction, Contact Personnel, Sources of Conflict, Right Type of Organization, Empowerment and Enfranchisement, Contingency Approach, Service Profit Chain, Customer Participation, Consumer Waits, Uncooperative Customers, Customer Relationship Management.

10

Customer Satisfaction and Service Quality:- Introduction, Customer Satisfaction, Measurement of Customer Satisfaction, Customer Satisfaction Ratings, Customer Satisfaction Model, Customer Retention, Customer Expectations, Factors Influencing Expected Services, Service Quality, Failure Gaps in Service Quality, Knowledge Gap, Standards Gap, Delivery Gap, Communication Gap, Measurement of Service Quality, Tangible Dimension, Reliability Dimension, Responsiveness Dimension, Assurance Dimension, Empathy Dimension, Total Quality, Return on Quality, Service Quality Information System.

11

Services Failure, Recovery and Customer Retention:- Introduction, Service Failures, Customer Complaints, Complaining Outcomes, Service Recovery, Evaluation of Recovery Efforts, Customer Retention, Benefits of Customer Retention, Emerging Marketing Programmes, Minimizing the Risk of a Payout, Defection Management, Seamless Services Firms, Three-Tiered Model of Service Firms, Service Audit.

12

Hospitality and Tourism Services:- Introduction, Tourism as a Service Industry, Factors Governing Demand for Tourism, Hospitality Products, Tourism Market Segmentation, Marketing Strategies for Tourism, Indian Examples, Travel Services Marketing.                                                                                               

13

Financial Services:- Introduction, Growth of Financial Services, Pricing, Selling Financial Services, Promotion and Advertising, Insurance, Financial Intermediation and Portfolio Management.

14

Information Technology Services:- Introduction, Background, Issues in Marketing, Communication Gap, Telecommunication Services, Internet Services, Marketing on the Net.

15

Health Care Services Marketing:- Introduction, Functions and Systems of Hospitals, Cure and Care, Flow Chart of a Patient’s Visit, Points of Variability and Backstage System Required, Recent Trends, Medical Transcription, Medical Transcription Process.

16

Technology Readiness:- Introduction, Concept Development of Technology Readiness (TR), Why Is TR Important, Technology Readiness Index (TRI), Importance of Self-Service Technologies, Self-Service Technologies.

17

e-Service Quality:- Introduction, Definition, Dimensions of e-Service Quality, Linking e-Service Quality to Retail Mark-Ups, Linking e-Service Quality to Travels, Linking e-Service Quality to Libraries.

 

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