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Published date
10/14/2009
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documents in English
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term papers
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The need of customer relationship management (CRM) to succeed in the world of business

  1. Introduction
  2. The advent of relationship marketing
    1. Relationship marketing
    2. The customer value chain
  3. The concept of relationship marketing includes
  4. From relationship marketing to customer relationship management
  5. Goal of improving productivity in 4 ways
  6. Objectives of CRM
  7. Learning relationship and process
    1. Courtship
    2. Relationship
    3. Marriage
  8. The customer relationship learning cycle
    1. Developing the blue print
    2. Implementing the processes, people and technology
    3. Measuring and monitoring the goal
  9. Perspectives of customer relationship management
  10. Data mining
    1. Data mining process cycle
    2. Data input
    3. Data warehouse
    4. Data analysis
  11. Customer satisfaction and loyalty
  12. One to one marketing
    1. Reasons for adoption of one to one marketing
    2. Benefits of one-to-one marketing
  13. Mass customization
    1. Benefits of mass customization
  14. Database marketing
  15. Marketing database system
  16. Stages in database management and usage
  17. Call centers
  18. Customer interactive marketing
  19. Examples of applications of E-CRM
  20. Implementation of CRM program
  21. Challenges and concepts in CRM
  22. The six E's of E-CRM

A woman once purchased a car, and several days before the scheduled delivery date, she got a call all from the sales manager at the dealership. Fearing the expected bad news about the potential delay in the delivery date, she answered the call with trepidation. To her surprise manager asked her few questions about where she usually drove, what kind of music she listen to, and so forth. She answered them not really knowing what this was all about until the day she picked up her car. To her delight the dealership had supplied her with maps of the regions she had referred to her in her conversation, and her radio was preset to stations, which corresponded to the music she had indicated as her preference. needless to say, this woman was this manager’s customer for life.

The above is an example of Relationship Marketing by the dealer. Since the customer base of this dealer was not very huge, he was able to establish such a personal rapport with the lady.

[...] The best consumer satisfaction program in the world is worth very little unless it feed into the strategic and operational planning of the company. This information is then provided to all employees so that adjustments can be made to improve performance in their respective areas. One of the most important parts of the marketing executive’s job is to get the entire organization to focus its decisions on actions that affect how many customers are satisfied. Much of a marketer’s time is spent creating strategies that influence satisfaction. [...]


[...] Though the concept of buyer-seller relationship is not new, and has been practiced in on form or the other since time immemorial, it is only in recent times that Customer Relationship Management (CRM) has turned into a buzzword. Customer loyalty has always been valuable, but today it has become more vital for success. The Core Concept of CRM is deceptively simple- no doubt born on the web companies with virtually no physical presence have been leveraging the internet and internet-based CRM solutions to reach out to global markets despite their physical limitations, but CRM can also help large brick and mortar companies bridge obstacles created by their complex physical presence to get closer to their customers. [...]


[...] With this data warehouse, it is imperative the organization adopt standards for customer data in order to achieve a cross business of the customer. But over-dependence on IT as CRM solution is not justified; role of people and processes should not be underestimated. MEASURE AND MONITOR THE GOAL Companies want customers who are loyal to the company, and not just to its current offerings or products. The measurement and monitoring of progress toward this goal of customer loyalty is a critical feedback component of the customer relationship learning cycle. [...]

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