Customer Relationship Management

With the aim of developing a successful CRM program this book begins with defining CRM and describing the elements of total customer experience, focusing on the front-end organizations that directly touch the customer. The book further discusses dynamics in CRM in services, business market, human resource and rural market. It also discusses the technology aspects of CRM like data mining, technological tools and most importantly social CRM. The book can serve as a guide for deploying CRM in an organization stating the critical success factors.

1. Basic concepts of CRM and environmental changes that lead to CRM adoption

2. Technological advancements that have served as catalyst for managing relationships

3. Customer strategy as a necessary and important element for managing every successful organization

4. CRM is not about developing a friendly relationship with the customers but involves developing strategies for retention, and using them for achieving very high levels of customer satisfaction

5. The concept of customer loyalty management as an important business strategy

6. The importance of people factors for the organization from the customer's perspective

7. The role of CRM in business market

Introduction to CRM:

1. Conceptual Foundation of CRM

2. CRM and Customer Centricity

3. CRM: A Strategic Approach to Marketing

Principles of Managing Customer Relationship:

4. Strategies to Build Relationship

5. Customer Acquisition and Retention

6. Customer Loyalty

7. Customer Satisfaction

Dynamics in CRM:

8. Strategic CRM in Services

9. Strategic CRM in B2B Market

10. Role of People Management in Building Customer Relationships

11. Customer Experience Management

12. CRM in Rural Markets

13. Measuring The Success of CRM-Based Initiatives

Impact of Technology on CRM:

14. Data Mining and CRM

15. Impact of Technology on CRM

16. CRM to Social CRM

CRM Implementation Roadmap:

17. Deploying CRM in an Organization

18. Guarding Against CRM Failures