4（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, by Tata McGraw Hill Education Private Limited 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 Chapter 4 Customer Relationship Management Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Introduction Learning Objectives Defining CRM Customer Relationship Framework Scope and Evolution of CRM Core Modules of CRM Technology and CRM Electronic Point of Sale Electronic Point of Service Web-Interface From Call Centres to Interaction Centres Interactive Voice Response System (IVRS) Mobile GPRS, 3G... Levels of CRM Operational CRM Analytical CRM Recap Chapter 4: Customer Relationship Management 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: Understand the Concept of Customer Relationship Management Explain the Scope of CRM Understand Various Technologies Used for Customer Interface Differentiate between Operational CRM and Analytical CRM Learning Objectives Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited In today’s era of global meltdown, the companies are striving hard to survive. The only strategy for viability is to retain the existing customers. Developing close and cooperative relationship with the customers is more important in such a situation. In this unit, we shall further extend the concept of Customer Relationship Management (CRM). Introduction Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Li