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Customer Relationship Management and the call centers

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  1. Conceptual framework for CRM
    1. What is customer relationship managementthe next generation of bpo solutions
    2. CRM success factors
    3. The emergency of CRM practice
    4. CRM formation process
    5. CRM purpose
    6. CRM programs
    7. Continuity marketing programs
    8. One-to-one marketing
  2. CRM and related concepts
    1. Knowledge Management (KM) with focus on CRM
    2. Role of CRM in the context of SCM
    3. ERP and CRM
    4. Regain management
    5. Consumer life time value
  3. Technology for CRM
    1. Types of CRM technology
    2. CRM technology components
  4. Strategies of CRM
    1. Types of strategies
    2. Business processes
    3. Evaluating risk factors
    4. Implementation
  5. Organizing for CRM
    1. Assessing need
    2. Technology
    3. Does CRM really matter?
    4. Employee empowerment and CRM
  6. Call centers
    1. History of call centers
    2. Functionality
    3. Technology
    4. Who handles the calls?
  7. CRM in call centers
    1. Role of CRM in call centers
    2. Features of CRM
    3. ITES: The umbrella that covers call centers
    4. Call dynamics
    5. Essential technologies for call centers
    6. Options for delivering customer service
  8. Case study
    1. Customer Relationship Management
    2. IT&T
    3. Zenta Technologies
    4. 24/7 Customer
  9. IBM Daksh
    1. History
    2. Vision: Mission values
    3. Leadership team
    4. CRM at IBM
    5. Technology
    6. Quality service offered by IBM Daksh
    7. The 3 key elements of IBM Daksh Service
  10. Wipro
    1. CRM at Wipro
    2. How did Wipro get into customer care?
    3. CRM road map at Wipro
    4. Total outsourcing services
    5. Methodology
  11. The next generation of bpo solutions
  12. Around the clock services
  13. Scenario
    1. Current scenario
    2. What is wrong with crm today?
    3. Future scenario
  14. Bibliography

Before we begin to examine the conceptual foundations of CRM, it will be useful to define what CRM is. CRM stands for "Customer Relationship Management." CRM is a business strategy and a collection of technologies that enable seamless coordination between sales, marketing, customer service, field support and other functions that handle customer contact for an enterprise. CRM is a comprehensive set of processes and technologies for managing the relationships with potential and current customers and business partners across marketing, sales and services regardless of the communication channel. The goal of CRM is to optimize customer and partner satisfaction, revenue and business efficiency by building the strongest possible relationships at an organizational level. Successful CRM requires a holistic approach to every relationship with the entire organization sharing and contributing to that view.

Great employees are, and always will be, the backbone of any business. But employee performance can be enhanced or hampered by the strategy company set and by the tools that company gives employees to get the job done. CRM is both a strategy and a tool. CRM is an enterprise ? wide mindset, mantra and set of business processes and policies that are designed to acquire, retain and service customers. Broadly speaking, CRM includes the customer facing business processes of marketing, sales, and customer service. CRM is not a technology, though. Technology is a CRM enabler.

Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationship. Considering the word ?comprehensive?, CRM does not belong just to sales and marketing. It is not the sole responsibility of the customer service group. Nor is the brain-child of information technology team. While any one of these area may be the internal champion for CRM in organization, in point of fact, CRM must be a way of doing business that touches all area. When CRM is delegated to one area of organization, such as IT, customer relationship will suffer. Likewise, when an area is left out of CRM planning, the organization puts at risk the very customer relationship it seeks to maintain.

[...] Customer Relationship Management (CRM) refers to the methodologies and tools that help businesses manage customer relationships in an organized way. For small businesses, customer relationship management includes: 1. CRM processes that help identify and target their best customers, generate quality sales leads, and plan and implement marketing campaigns with clear goals and objectives; 2. CRM processes that help form individualized relationships with customers (to improve customer satisfaction) and provide the highest level of customer service to the most profitable customers; 3. [...]


[...] If a business does not understand a customer profile and the changes that have occurred then it is not possible to provide true customer relationship management. Products It is the business providing the products that meet the changing customer trends. Products need to be reviewed constantly perhaps enhanced or even removed. Supermarkets are a perfect profile to look at for viewing ?product trends', they constantly add and remove products and they constantly view customer buying profiles and set out the pattern of the store to meet the strongest buying trend. [...]


[...] The industry standard definition of the components of CRM technology was expounded upon by the META Group in Customer Relationship Management Ecosystem.? TYPES OF CRM TECHNOLOGY In the accepted META Group-driven definition of CRM, there are three segments: operational, analytical and the collaborative. The technological architecture is spoke-to-spoke between the operational and the analytical. Operational CRM is the customer-facing applications of CRM-the aforementioned sales force automation, enterprise marketing automation, and front-office suites that encompass all of this simultaneously. The Analytic segment includes data marts or data warehouses such as customer repositories that are used by applications that apply algorithms to dissect the data and present it in a form that is useful to the user. [...]

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