FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

UNIT I INTRODUCTION 9
Definitions - Concepts and Context of relationship Management – Evolution - Transactional Vs
Relationship Approach – CRM as a strategic marketing tool – CRM significance to the stakeholders.
UNIT II UNDERSTANDING CUSTOMERS 9
Customer information Database – Customer Profile Analysis - Customer perception, Expectations
analysis – Customer behavior in relationship perspectives; individual and group customer’s - Customer
life time value – Selection of Profitable customer segments.
UNIT III CRM STRUCTURES 9
Elements of CRM – CRM Process – Strategies for Customer acquisition – Retention and Prevention of
defection – Models of CRM – CRM road map for business applications.
UNIT IV CRM PLANNING AND IMPLEMENTATION 9
Strategic CRM planning process – Implementation issues – CRM Tools- Analytical CRM – Operational
CRM – Call center management – Role of CRM Managers.
UNIT V TRENDS IN CRM 9
e- CRM Solutions – Data Warehousing – Data mining for CRM – an introduction to CRM software
packages