About the Book

The book entitled Customer Relationship Management aims to help managers in establishing successful customer relationships. The concise and accessible style of the book is suitable for business professionals and students pursuing management courses. The book effectively blends together the theoretical and practical concepts of CRM that help readers to achieve a thorough understanding of the subject matter. The book also contains real-life examples and case studies to provide readers with a glimpse of the actual market environment. Moreover, a summary and learning exercise are supplemented at the end of each chapter to reinforce the concepts.

About the Author

Dr. Jaspreet Kaur Bhasin is currently working as Associate Professor at New Era Institute of Professional Studies. She has also been teaching in business schools like Amity Business School, IITM (GGS University), etc. Dr. Bhasin has also been associated with the marketing teams of companies like Parle Agro Pvt. Ltd. She has been actively involved in corporate training in marketing and business communication in renowned companies like JKT, Noida. The author is an Accredited Management teacher from AIMA and has published many articles in well-known AIMA journals and magazines like Business and Management Chronicle. The author has presented about 20 research papers in reputed institutions like IIMs, IITs, Apeejay School of Management, etc. The proficient team at Kogent Learning Solutions Inc. and Dreamtech Press has seized the market of management books bringing excellent content in management education to the fore. The team is committed to excellence-excellence in quality of content, excellence in the dedication of their authors and editors, excellence in the attention to detail, and excellence in understanding the needs of their readers.

Table of Contents:
Chapter 1: Introduction to CRM 1.1 Introduction 1.2 Concept of CRM 1.3 Types of CRM 1.4 CRM in Front-office and Back-office Operations 1.5 Summary 1.6 Key Terms 1.7 Exercise Chapter 2: Importance of Relationship in Business 2.1 Introduction 2.2 Definition of Relationship 2.3 Concept of Relationship Management 2.4 Concept of Relationship Marketing 2.5 Relationship Marketing and CRM 2.6 Summary 2.7 Key Terms 2.8 Exercise Chapter 3: Planning a CRM Strategy 3.1 Introduction 3.2 Defining a CRM Strategy 3.3 Summary 3.4 Key Terms 3.5 Exercise Chapter 4: Selection of a CRM Tool 4.1 Introduction 4.2 Selecting a CRM Tool 4.3 Summary 4.4 Key Terms 4.5 Exercise Chapter 5: Managing a CRM Project 5.1 Introduction 5.2 Formulating a Pre-implementation Checklist 5.3 Formation of a CRM Development Team 5.4 Implementation of a CRM Program 5.5 CRM Budget 5.6 CRM Audit 5.7 Summary 5.8 Key Terms 5.9 Exercise Chapter 6: Creating Value for Customers 6.1 Introduction 6.2 Concept of Customer Value 6.3 Sources of Creating Customer Value 6.4 Summary 6.5 Key Terms 6.6 Exercise Chapter 7: Customer Experience and CRM 7.1 Introduction 7.2 Concept of Customer Experience 7.3 Methods for Improving Customer Experience 7.4 Strategies for Gaining Customer Experience 7.5 Customer Satisfaction and Customer Loyalty 7.6 Influence of CRM Software on Customer Experience 7.7 Summary 7.8 Key Terms 7.9 Exercise Chapter 8: Managing Customer Lifecycle: Customer Acquisition, Retention, and Development 8.1 Introduction 8.2 Defining a New Customer 8.3 Estimating Customer Value 8.4 Concept of Customer Lifetime Value 8.5 Methods for Acquiring New Customers 8.6 Providing a Right Offer to Customers 8.7 Customer Acquisition Using Customer Data 8.8 Concept of Customer Retention 8.9 Customer Retention Strategies 8.10 Concept of Customer Development 8.11 KPIs of Customer Acquisition, Retention, and Development 8.12 Strategies for Terminating Customer Relationship 8.13 Summary 8.14 Key Terms 8.15 Exercise Chapter 9: Customer Database 9.1 Introduction 9.2 Concept of Customer Database 9.3 Database Marketing 9.4 Data Analysis 9.5 Summary 9.6 Key Terms 9.7 Exercise Chapter 10: Sales and CRM 10.1 Introduction 10.2 Role of CRM in Sales 10.3 Challenges in Sales 10.4 Customer Relationship Cycle and Sales 10.5 Sales Force Automation 10.6 Summary 10.7 Key Terms 10.8 Exercise Chapter 11: Marketing Automation 11.1 Introduction 11.2 Concept of Marketing Automation 11.3 Some Other Applications of Marketing Automation 11.4 Summary 11.5 Key Terms 11.6 Exercise Chapter 12: Service and CRM 12.1 Introduction 12.2 Concept of Customer Service 12.3 Concept of Service Automation 12.4 Service Level Agreement 12.6 Key Terms 12.7 Exercise Chapter 13: Business Network and CRM 13.1 Introduction 13.2 Concept of Business Network 13.3 Relationships among Network Members 13.4 Role of CRM in Business Network 13.5 Concept of Business Network Management 13.6 Networking: A Tool for Developing a Strong Business Network Chapter 14: Customer Portfolio Management 14.1 Introduction 14.2 Concept of Customer Portfolio Management 14.3 CPM Disciplines 14.4 Important Tools of CPM 14.5 CPM in Business-to-Business Context Chapter 15: Electronic CRM (e-CRM) 15.1 Introduction 15.2 Concept of e-CRM 15.3 Digital Marketing 15.4 Checklists for Successful e-Business 15.5 Important CRM Software 15.6 Anticipating the Buying Behavior of Online Customers Chapter 16: Role of Human Resource in CRM 16.1 Introduction 16.2 Relationship between CRM and HR 16.3 Importance of HR in CRM 16.4 Critical Success Factors for Human Resource in CRM 16.5 Hiring the Right Employees 16.6 Training and Development of Employees 16.7 Motivating Employees Chapter 17: Role of CRM in Service Sector 17.1 Introduction 17.2 CRM in Banking Sector 17.3 CRM in Insurance Sector 17.4 CRM in Hospitality Industry 17.5 CRM in Airline Industry 17.6 CRM in Retail Sector 17.7 CRM in BPO Industry 17.8 Concept of Service Marketing Chapter 18: Emerging Trends in CRM 18.1 Introduction 18.2 Latest Trends in CRM 18.3 CRM in Rural Market