11（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 11 Making CRM a Success Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Introduction Learning Objectives Success Factors for CRM Business Process Reengineering (BPR) for CRM Implementation Data Quality Management (DQM) Securing Customer Data: Information Security Management System Ethical issues in CRM Recap Chapter 11: Making CRM a Success 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: Identify various factors that are essential for successful implementation of CRM Understand the concepts of BPR and its relationship with CRM Appreciate the importance of Data Quality Management for CRM success and the methodology of the same Comprehend the need of securing information and implementing Information Security Management System (ISMS) Identify the crucial ethical issues and permission marketing and appreciate their importance for successful CRM Learning Objectives Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited The effectiveness of CRM implementation is dependent not only on technical aspects like selection of appropriate IT solution, sufficient IT infrastructure and technical competence of employees, but a lot depends on commitment and involvement of top management, reengineering and realignment of business processes and successful transformation towards customer-centric culture