MS219 Customer Relationship Management

Unit 1 Introduction to CRM [Book]
Definition, Importance and Elements of CRM	VIEW
Phases in CRM Process	VIEW
e-CRM: Relationships: Description, Dynamics	VIEW
Relationship Management Theories	VIEW
Developing CRM Strategies	VIEW
Relationship oriented Organizations	VIEW
Relationship Strategy	VIEW
CRM Architecture	VIEW

Unit 2 Marketing aspects of CRM [Book]
Data and Customer Knowledge	VIEW
Communication channels for CRM	VIEW
Proposition for individual customer; Customization of product and pricing	VIEW
Proposition for individual customer; Customization of pricing	VIEW
Organizational Relationship Policy: Segments and contact moments	VIEW

Unit 3 Analytical CRM [Book]	VIEW
Customer Data Management	VIEW
Data Mining Need, Value, Process and analysis	VIEW
Designing loyalty Program	VIEW
Loyalty Program and measuring effectiveness	VIEW
Customer Retention	VIEW
Cross Selling	VIEW
Customer life time Value Calculations	VIEW

Unit 4 Operational & System implementation [Book]
Direct mail and Call Centers	VIEW
Use of internet for CRM	VIEW
CRM Systems overview	VIEW
Data warehouse & Data Mart	VIEW
CRM Roadmap-Project Management	VIEW
Challenges and Emerging Trends in CRM	VIEW