CRM

Chapter 4

Learning Objectives

Meaning and Definition of CRM

Customer Relationship Framework
Scope of CRM
Core Modules of CRM
Various Technology Used
Types of CRM

Meaning and Definition of CRM

CRM
is
the
approach
implemented by an
organisation, which
integrates strategy,
business processes
and functionalities
to build up, to
maintain
and
expand
relationships
with
customers.

Meaning and Definition of

CRM
CRM is a way of
ensuring
customer
loyalty
by
being
sensitive to needs of
customer. It is an
integrated philosophy
in any organisation to
create,
maintain,
sustain, and develop
the customer base
and there by , create
mutually
beneficial
relationships
with
customer.

Customer Relationship
Framework
Steps
Know your
customer
Recognise your
customer
Value through
interaction
Interdependence
Relationships

Core modules of CRM

Sales Management Module
Marketing Management Module
Service Management Module

Levels of CRM
Operational CRM
Analytical CRM
Collaborative CRM

Technology and CRM

Electronic Point of Sales

Web Interface
Call Centres
Interactive Voice Response Systems
Mobiles