BMS: Customer Relationship Management

Unit 1 Introduction to Customer Relationship Management
Concept, Evolution of Customer Relationship	VIEW
Customers as strangers, acquaintances, friends and partners	VIEW
Objectives, Benefits of CRM to Customers and Organizations	VIEW
Customer Profitability Segments	VIEW
Components of CRM: Information, Process, Technology and People	VIEW
Barriers to CRM	VIEW
Relationship Marketing and CRM: Relationship Development Strategies:	VIEW
Organizational Pervasive Approach	VIEW
Managing Customer Emotions	VIEW
Brand Building through Relationship Marketing	VIEW
Service Level Agreements	VIEW
Relationship Challenges	VIEW

Unit 2 CRM Marketing Initiatives, Customer Service and Data Management
CRM Marketing Initiatives:
Cross-Selling and Up-Selling	VIEW
Customer Retention	VIEW
Behaviour Prediction	VIEW
Customer Profitability and Value Modeling	VIEW
Channel Optimization	VIEW
Personalization and Event-Based Marketing	VIEW
CRM and Customer Service:
CRM in Call Center and Customer Care	VIEW
Call Routing, Contact Center Sales-Support	VIEW
Web Based Self Service	VIEW
Customer Satisfaction Measurement	VIEW
Call-Scripting	VIEW
Cyber Agents and Workforce Management	VIEW
CRM and Data Management:
Types of Data: Reference Data, Transactional Data, Warehouse Data and Business View Data	VIEW
Identifying Data Quality Issues	VIEW
Planning and Getting Information Quality	VIEW
Using Tools to Manage Data	VIEW
Types of Data Analysis:
Online Analytical Processing (OLAP)	VIEW
Clickstream Analysis	VIEW
Personalisation and Collaborative Filtering	VIEW
Data Reporting	VIEW

Unit 3 CRM Strategy, Planning, Implementation and Evaluation
Understanding Customers: Customer Value	VIEW
Customer Care	VIEW
Company Profit Chain: Satisfaction, Loyalty, Retention and Profits	VIEW
Objectives of CRM Strategy	VIEW
The CRM Strategy Cycle: Acquisition, Retention and Win Back	VIEW
Complexities of CRM Strategy	VIEW
Planning and Implementation of CRM:
Business to Business CRM	VIEW
Sales and CRM	VIEW
Sales Force Automation	VIEW
Sales Process/ Activity Management	VIEW
Sales Territory Management	VIEW
Contact Management	VIEW
Lead Management	VIEW
Configuration Support	VIEW
Knowledge Management	VIEW
CRM Implementation Steps: Business Planning, Architecture and Design, Technology Selection, Development, Delivery and Measurement	VIEW
CRM Evaluation: Basic Measures: Service Quality, Customer Satisfaction and Loyalty	VIEW
Company 3E Measures: Efficiency, Effectiveness and Employee Change	VIEW

Unit 4 CRM New Horizons
e-CRM concept	VIEW
Different levels of e-CRM	VIEW
Privacy in e-CRM	VIEW
Software app for Customer Service:	VIEW
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	VIEW
Social Networking and CRM	VIEW
Mobile-CRM	VIEW
CRM Trends, Challenges and Opportunities	VIEW
Ethical issues in CRM	VIEW