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UNIT IV
Unit IV: CRM process framework - Governance Process - Performance Evaluation
Process.
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A four stage relationship marketing process was developed by Atul Parvathiyar and
Jagdish. N. Sheth . The model suggests that relationship marketing process comprises of
Four sub processes:
1) Formation Process
2) Management and Governance process
3) Performance Evaluation process
4) Relationship Evolution or enhancement process.
The generic model is shown in the figure.
Formation
Management and
Evolution
Governance
Performance
Evaluation
Evolution 1
-Enhancement
-Termination
“CRM-Notes”
2
“CRM-Notes”
marketing program. When performance does not meet expectations, partners may
consider terminating or modifying their relationship. When companies can chart out their
relationship, they can engage in relatively systematic relationship marketing programs.
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3
“CRM-Notes”
Communication
Relationship
Performance
Common Bonds -Financial
Programs -Marketing
-Relational selling -Strategic
-Retention Marketing -Operational
Planning process -General
-Co-op Agreements
-Strategic Partnership
Process
Alignment
Employee
Partners
-Criteria
-Process
Monitoring
process
-Evolution
-Enhancement
-Termination
4
“CRM-Notes”