Contents

Preface Section I: Emerging Concepts in CRM 1. Conceptual Framework of Customer Relationship ManagementAtul Parvatiyar and Jagdish N Sheth 2. CRM: A Research AgendaDK Shanthakumar and MJ Xavier 3. mplications of !lo"ali#ation on Customer Relationship ManagementPhilip J Kitchen, Gurvinder Shergill and ynne !agle $. %ffecti&e Customer Relation Management through Customer 'nowledge Management"huvan Sharma, Deepali Singh and #a$iv #an$an (. A !enerali#ed Model for the )tructure of *usiness Relationships: A Meta+ anal,sis of Relationship -iterature#andhir Mishra .. Regain Management: ssues and )trategiesKall%l "%se and &arvir S "ansal /. 0inning Markets through %ffecti&e Customer Relationship Management"M Gh%des'ar Section II: Technological Tools for CRM 1. 2ata Mining for CRM: )ome Rele&ant ssues#a$esh Natara$an and " Shekar 3. Changing 4atterns of e+CRM )olutions in the Future(i$ay Ah%%$a 15. 6ow to )tructure a Customer Focused 7 8rgani#ation to )upport CRMArvind Agra'al 11. Framework for 2eplo,ing Customer Relationship in 8rgani#ationAl%k Kumar 12. e+CRM: 2eri&ing 9alue of Customer RelationshipKapil )haturvedi and Anil " "hatia 13. Re&iew and Comparati&e Assessment of CRM )olutions for 'e, 9erticals San$aya S Gaur 1$. 7he %&olution of Relationships in e+MarketingSte'art Adam, #a$endra Mulye and Kenneth # Deans 1(. mplementing a 7echnolog, *ased CRM )olutionSaket (erma Section III: Implementing CRM 1.. 8ptimal Allocation Rules for Customer Relationship ManagementKalyan #aman and Madhukar G Angur 1/. Measuring the %ffecti&eness of Relationship MarketingA indgreen 11. 7he 4ast: 4resent: and Future of CRMGraham &%skins 13. mplementing a 7echnolog, *ased CRM )olution: 7he C C %;perienceAvi$it )haudhuri and G Shainesh 25. 2ecision Metrics for CRM )olutionsSandip Mukh%padhyay and Prith'ira$ Nath 21. Characteristics of a !ood Customer )atisfaction )ur&e,J%hn )%ld'ell

22. Contact Management: !i&e <em 0hat 7he, 0ant 6ow to Make the Most of ,our Customer Relationships with a Campaign Management )olutionMichael !mers%n 23. *uilding Relationships with 2octors for %ffecti&e Marketing: 7he Case of the 4harmaceutical ndustr,Sameer al 2$. 4rocess Reengineering to %nhance Customer Relationships: A Case )tud, of 'irloskar 8il %ngines -imited# Nargundkar and )hetan "a$a$ 2(. Customer Relationship Management in Cement ndustr,: A Marketing )trateg, 4erspecti&ePram%d Pali'al 2.. 4ro"ing 2emand Forecasting in ndian Firms#akesh Singh 2/. 8rgani#ing for Customer Relationship Management#%salind &%pe'ell 21. %mplo,ee and Customer Management 4rocesses for 4rofita"ilit,: 7he Case of 6ewlett+4ackard ndia(innie Jauhari 23. Critical Factors of Corporate Choice of =on+4rofit 8rgani#ation for )ocial Contri"utionSangeeta Mansur and # Srinivasan 35. e+CRM: >-ies: 2amn -ies: and )tatistics?D%n M Darragh Section IV: Relationship Management in B2B Commerce 31. *uilding Customer -o,alt, *usiness+to+*usiness CommerceSharat "ansal and Gagan Gupta 32. Cross+"order *2* Relationships with ntermediaries: *etween =ew and 8ld Sudhi Seshadri 33. Relationship Marketing for Creating 9alue in *usiness MarketsGA Anand 3$. 9alue and )ta"ilit, of Cooperati&e *u,er+)eller Relationships in ndustrial Markets: An %mpirical )tud,* +erani 3(. 7he !lo"al Account Manager as 4olitical+%ntrepreneurKevin +ils%n and *%ny Millman 3.. 9aluing nformation in 7ransportation -ogistics( Prem Kumar and Mana,endra N Pal 3/. Managing Relationships in )uppl, Chains of the 21st Centur,Su,rata Mitra and AK )hatter$ee Section V: CRM in Services 31. )tatus of Customer Relationship Management in ndia: A )ur&e, of )er&ice FirmsG Shainesh and #amneesh M%han 33. mpact of the )er&ice )uppl,+2emand Mismatches on Relationship ntention and ntegrit,: A 4reliminar, Model and FindingsM Agra'al and J%,y J%hn $5. Rele&ance of CRM for 6ospital )er&icesKM Mital $1. *uilding Customer Relationships: 7he 7a@ Air Caterers %;perienceA$it Mathur $2. Relationship Management 4ractices in 6ospitalit, ndustr,: A )tud, of 6otels and Restaurants in CalcuttaSipra Mukh%padhyay $3. Customer Relationship Management -essons from the 6ospitalit, ndustr, )hrist%pher ) D%yle $$. Relationship Management 4rogram: 7he 7itan %;perienceMan%$ )hakravarti

$(. Customer Relationship Management at A47%C6Pradip & Sadarangani, San$aya S Gaur, and Nilesh S (ani $.. *enefits of mplementing a CRM ),stem in Cellular 7elecom )er&icesM Dadlani, # Shanker, and P )h%pra $/. Customer Relationship Management in Customer )er&ice: 7he 7itan %;perience &G #aghunath $1. )er&ice 4lus: A Comparati&e )tud, of ndian and A) 6otelsMukesh )haturvedi Section VI: CRM in Financial Services $3. Relationship Marketing )trategies and Customer 4ercei&ed )er&ice Bualit,: A )tud, of ndian *anksK%ushiki )h%udhury, Avinandan Mukher$ee, and Ashish "aner$ee (5. *uilding Customer Relationships 7hrough Call Centers in *anking and Financial )er&ices(in%d Dum,lekar (1. Aser )atisfaction of *anking )oftware 4roducts mportance+4erformance Mapping# Srinivasan and Mrunalini S #a% (2. 8rgani#ing for Relationship Management: 7he Case of *anking ndustr, Sami "acha (3. ntroduction of e+CRM in the ndian nsurance )ector Customer and ntermediar, 4referencesS #agunath and J%seph Shields ($. )trengthening Customer Relationships 7hat -ead 7oward ncreased *usiness for C4A FirmsJ%seph "en-ur and David Satava ((. 0inning )trategies and 4rocesses for %ffecti&e CRM in *anking and Financial )er&icesAn$ana Gre'al Section VII: Abstracts (.. *uilding RC2 -a"D ndustr, Relationships: 7he Case of C) R: ndiaAsh%k K Gupta, &# "h%$'ani, #a$indar K%shal, and Man$ulika K%sha (/. 0h, 0e" )ite 6its donEt 7ranslate into 0e" )ales mplications for *uilding Relationships 9ersus )elling on the 0e"Mita Su$an, &arish Su$an, Alan D.J. )%%ke, and "art%n +eit/ (1. )eller nfluence 7actics F) 7sG and 7heir mpact on Customer Relationships #ichard Mc0arland, G%utam )hallagalla, and Nareesh Malh%tra )%ntri,ut%rs