MINISTRY OF COMMERCE & INDUSTRY
GOVERNMENT OF INDIA
INTEGRATED PROGRAMME IN RETAIL MANAGEMENT
SEMESTER – 5
CUSTOMER RELATIONSHIP MANAGEMENT
HANDBOOK
PREPARED BY: MS. CHHAVI YADAV
REVIEWED BY: MR. A K SHARMA
HOD: MR. A K SHARMA
CONTENTS
Sr. No. Content Page Number
1 Customer Relationship Management Fundamentals 3-22
2 Dimensions of Customer Relationship Management 23-45
3 Customer Relationship Management :Technology Dimensions 46-59
4 Application of CRM 60-72
5 Bibliography 73
UNIT 1
CUSTOMER RELATIONSHIP MANAGEMENT FUNDAMENTALS
OBJECTIVE-
After studying this chapter, you should be able to:
Explain the various dimensions of relationship and its theories.
Elaborate the journey of marketing over the years.
Understand the relationship in psychological and business
perspectives.
Provide information about the evolution of relationship as a marketing tool.
Provide the conceptual understanding of Customer Relationship Management.
Identify the stakeholders of CRM practices of an organisation and their role.
Apprehend the advantages accruing to the organisations on account of successful CRM practices.
Comprehensive understanding of the concept of Customer Relationship Management.
Various attributes of Customer Relationship Management.
. Understand the need for CRM
Introduction-
Relationships are as old as mankind. We all are part of one relationship or the other.
Relationship has been studied by sociologists, social psychologists, anthropologists, philosophers and many other people.
Business community in India since long has been relying upon relationships for business growth. Even today, it is widely...