1.
Additional Resources
Additional Resources
These are the additional readings for this week to enhance your learning and understanding of the topics covered.
Zero Defection : Quality come to service
Account Management : Art or Science?
2.
Compulsory Additional Readings : Research Articles
Nicolaj Siggelkow and Christian Terwiesch (2019), ‘The Age of Continuous Connection HBR, May–June 2019. .
Nastasoiu, A. and Vandenbosch, M., 2019. Competing with loyalty: How to design successful customer loyalty reward programs. Business Horizons, 62(2), pp.207-214
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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