Description

SYLLABUS

MODULE – I:

(1)   Customer Relationship Management:

• Concept and Process of Customer Relationship Management, Objectives of CRM, Customer Value Management, Customer Satisfaction and Customer Retention.
• Measuring CRM, Customer Experience Management.

(2)   Customer Service and Customer Relationship Marketing:

• Consumer Needs, Purchase Patterns, Concept of Consumer Behaviour, Importance of Consumer Behaviour.
• Nature of Customer Service, 4Cs in Customer Service Strategy, Relationship Marketing, Relationship Marketing Process, Strategies for Building Relationship.

MODULE – II:

(3)   Customer Loyalty and Customer Engagement:

• Customer Loyalty and Perceived Goal, Strategies for Customer Loyalty Development, Role of Social Media in Changing customer Loyalty, Public Relations Strategies.
• Meaning of Customer Engagement, Customer Engagement Marketing Model.

(4)   E-CRM:

• Approaches to CRM with Use of Different Software Packages, Operational CRM, Analytical CRM, Sales Intelligence CRM, Campaign CRM, Use of Internet Tools-Blogging, Twitter, Emails, Myspace, Facebook as Interactive Public Relations Tools.
• Data Security System and Privacy of customers collected information.