Need notes for BBA (Retail Marketing and Managment) notes for 4th sem of CRM
UNIT-I
Introduction Origin, evolution and concept of CRM, strategic importance of CRM, goals of CRM, types of CRM, CRM Architecture, Application Service Providers (ASP), customer lifetime value
UNIT-II
Operational CRM-Sales force automation: lead management, contact management, field force automation; Enterprise resource planning, campaign management, customer service and support, contact and call centre operations, e-CRM, relationship building strategies in CRM
UNIT-III
Analytical CRM-Managing and sharing customer data: customer information database, ethics and legalities of data use, data warehousing and data mining: types of data analysis online analytical processing, click stream analysis, Concept of Up-selling and cross-selling CRM and business intelligence, collaborative CRM.
UNIT-IV
CRM Implementation - Establishing CRM performance monitoring, CRM readiness assessment system, CRM audit, CRM project management, employee engagement in CRM project, CRM budget, CRM Evaluation module,
evaluating CRM return on investment, guarding against CRM failures
UNIT-I
Introduction Origin, evolution and concept of CRM, strategic importance of CRM, goals of CRM, types of CRM, CRM Architecture, Application Service Providers (ASP), customer lifetime value
UNIT-II
Operational CRM-Sales force automation: lead management, contact management, field force automation; Enterprise resource planning, campaign management, customer service and support, contact and call centre operations, e-CRM, relationship building strategies in CRM
UNIT-III
Analytical CRM-Managing and sharing customer data: customer information database, ethics and legalities of data use, data warehousing and data mining: types of data analysis online analytical processing, click stream analysis, Concept of Up-selling and cross-selling CRM and business intelligence, collaborative CRM.
UNIT-IV
CRM Implementation - Establishing CRM performance monitoring, CRM readiness assessment system, CRM audit, CRM project management, employee engagement in CRM project, CRM budget, CRM Evaluation module,
evaluating CRM return on investment, guarding against CRM failures