Additional Resources
Additional Resources
These are the additional readings for this week to enhance your learning and understanding of the topics covered.
Note: The additional readings are external links. These readings are optional.
Mismanagement of customer loyalty
Managing customers for profits
Rule of three- How competition will shape Indian market
Mismanagement of customer loyalty
Managing customers for profits
Rule of three- How competition will shape Indian market
Compulsory Additional Reading : Research Articles
Kumar, V., Venkatesan, R., Bohling, T. and Beckmann, D., 2008. Practice Prize Report—The power of CLV: Managing customer lifetime value at IBM. Marketing science, 27(4), pp.585-599.
Click here for the Link
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-To-Business Service Context. Journal of the Academy of Marketing Science, 32(3), 293-311
Click here for the Link
Class Sessions
1- Benefits of CRM
2- Marketing Benefits
3- Service Benefits
4- Benefits to Customers
5- Learning Goals
6- Four Types of Bonds
7- Types of Defectors
8- Strategies to reduce customer defections
9- CRM Framework -Switching
10- CRM Framework -Satisfaction
11- CRM Framework -Trust
12- CRM Framework -Commitment
13- CRM Framework -Loyalty
14- Summary
15- Additional Resources
16- summary
17- Additional Resource
18- Characteristics of Service
19- Customer Defection in Service
20- Summary and additional Resources
21- Sales Force Automation