FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Customer Relationship Management

UNIT-I
Introduction – Origin, evolution and concept of CRM, strategic importance of CRM, goals of CRM, types of CRM,
CRM Architecture
UNIT-II
Operational CRM – Sales force automation: lead management, contact management, field force automation;
enterprise marketing automation: market segmentation, campaign management, customer service and support,
contact and call center operations
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, collaborative filtering, 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, key account management,
evaluating CRM return on investment