Customer Relationship Management: A Strategic Framework to Enhance Customer Experience in the Digital Age (2nd Edition)

• Evolution from traditional relationship practices to digital CRM
• CRM as a strategic, organization-wide initiative.
• Importance of customer-centricity and different types/forms of CRM.
• Use of interactivity, mass customization, and customer experience tools.
• Managing touchpoints, designing experiences, and integrating CEM with CRM.
• Strategic and selective acquisition approaches.
• Retention as a long-term strategy beyond just satisfaction.
• Designing loyalty programs and measuring impact.
• Understanding satisfaction drivers and its role in loyalty.
• CRM applications in service industries using the 7Ps.
• B2B focus on key account and supplier relationship management.
• Insights into rural consumer behaviour and CRM-led outreach strategies.
• Role of customer data, CLTV, data mining, and analytics in CRM.
• Using data to drive segmentation, targeting, and decision-making.
• CRM technology landscape including Salesforce, HubSpot, etc.
• Technical architecture and automation best practices.
• Strategic steps and organizational readiness for CRM deployment.
• Importance of change management and agile methodology.
• Myths, risks, and critical success factors and leveraging agile thinking to prevent failure.
• New tools and technologies: gamification, AR/VR, digital engagement strategies.

Chapter 1: Conceptual Foundation of CRM

Chapter 2: Strategies to Build Relationship

Chapter 3: CRM: A Strategic Approach to Marketing

Chapter 4: Customer Acquisition and Retention

Chapter 5: Customer Loyalty

Chapter 6: Customer Satisfaction

Chapter 7: Strategic CRM in Services

Chapter 8: Strategic CRM in B2B Market

Chapter 9: CRM Oriented Marketing for Bottom of Pyramid

Chapter 10: Measuring the Success of CRM-Based Initiatives

Chapter 11: CRM Data Mining for Improved Relationship Marketing

Chapter 12: CRM Automation

Chapter 13: Deploying CRM in an Organisation

Chapter 14: Guarding Against CRM Failures

Chapter 15: CRM to Digital CRM