1（课件）- 《客户关系管理（英文版）》同步教学（人民大学版）

Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management © Copyright 2012 Tata McGraw Hill Education CRM Customer Relationship Management Urvashi Makkar Harinder Kumar Makkar Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited 1 Chapter 1 Customer Care Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Introduction Learning Objectives Changing Face of Indian Market Shift from Product-focus to Customer-focus Voice of Customer Customer Ownership & Customer Value Customer Care Listening Responding Improving Knowing Your Customer Customer Touch Points and Moments of Truth Customer Loyalty and Customer Advocacy Value of a Loyal Customer Base Chapter 1: Customer Care Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited After going through this chapter, the students will be able to: Know the changes happening in the Indian Market in terms of Demographic and Psychographic profiles of the customers and their expectations, shift of organizations from product focus to customer focus Understand the concepts of Customer Ownership, Customer Value Understand the implementation of three-step process of Customer Care involving listening, responding & improving Understand the significance of Customer Loyalty and Customer Advocacy with few corporate examples Appreciate the importance of Customer Touch Points with the help of corporate example Understand the significance, process and implementation of Customer Life Cycle Learning Objectives Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited The concept of having sustainable interactions with the customers is not new. Companies have been trying to establish interface with