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mark_crm

mark_crm

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Published by: rsrao70 on May 30, 2010
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06/30/2013

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1
CUSTOMER RELATIONSHIP MANMAGEMENT
UNIT - 1
1.
 
INTRODUCTION2.
 
CUSTOMER LOYALTY3.
 
SUCCESS FACTORS4.
 
THREE LEVELS OF SERVICE5.
 
SERVICE
 – 
LEVEL AGREEMENTS
 
2
CUSTOMER RELATIONSHIP MANMAGEMENT
LEARNING ASPECTSEvaluation of CRMSchools of thought in CRMBenefits of CRMCustomer loyaltySuccess factorsService levelsService level agreements
1. INTRODUCTION
EVALUATION OF CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management (CRM) is to create a competitive advantage bybeing the best at understanding, communicating, delivering, and developing existingcustomer relationships, in addition to creating and keeping new customers. It hasemerged as one of the largest management buzzword. Popularised by the businesspress and marketed by the aggressive CRM vendors as a panacea for all the illsfacing the firms and managers, it means different things to different people. CRM,for some, means one to one marketing while for others a call centre. Some calldatabase marketing as CRM. There are many others who refer to technologysolutions as CRM. If so, what is CRM?
 
3Merchants and traders have been practicing customer relationship for centuries.Their business was built on trust. They could customize the products and all aspectsof delivery and payment to suit the requirements of their customers. They paidpersonal attention to their customers, knew details regarding their customers tastesand preferences, and had a personal rapport with most of them. In many cases, theinteraction transcended the commercial transaction and involved social interactions.Even today, this kind of a relationship exists between customers and retailers,craftsmen, artisans
 – 
essentially in markets that are traditional, small and classifiedas pre-industries markets.These relationship oriented practices have changed due to industrial revolution..Businesses adopted mass production, mass communication and mass distribution toachieve economics of scale. Manufactures started focusing on manufacturing andefficient operations to cut costs. Intermediaries like distributors, wholesalers andretailers took on the responsibilities of warehousing, transportation, distribution andsale to final customers. This resulted in greater efficiencies and lower costs tomanufacturers but brought in many layers between them and the customers. Theresulting gap reduced direct contacts and had a negative impact on theirrelationships.The post-industrial era saw the re-emergence of relationship practices. Marketingacademicians.(a)
 
Rapid advances in technology,(b)
 
Intensive competition in most markets,

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