The need of customer relationship management (CRM) to succeed in the world of business

Type :

Term papers

Pages :

26 pages

Format :

.doc

Published date :

10/14/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

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

Abstract

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.