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Business Plug-In B9

Business Plug-In B9. Customer Relationship Management. LEARNING OUTCOMES. Describe the three CRM technologies used by marketing departments Describe and differentiate the CRM technologies used by sales departments and customer service departments

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Business Plug-In B9

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  1. Business Plug-In B9 Customer Relationship Management

  2. LEARNING OUTCOMES • Describe the three CRM technologies used by marketing departments • Describe and differentiate the CRM technologies used by sales departments and customer service departments • Compare customer relationship management, supplier relationship management, partner relationship management, and employee relationship management • Summarize the future of customer relationship management

  3. INTRODUCTION • Customer relationship management – involves managing all aspects of a customer’s relationship with an organization to increase customer loyalty and retention and an organization’s profitability • Operational CRM – supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers • Analytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers

  4. INTRODUCTION

  5. INTRODUCTION • Organizations can find their most valuable customers through “RFM” - Recency, Frequency, and Monetary value • How recently a customer purchased items (Recency) • How frequently a customer purchased items (Frequency) • How much a customer spends on each purchase (Monetary Value)

  6. The Evolution of CRM • CRM reporting technology – help organizations identify their customers across other applications • CRM analysis technologies – help organization segment their customers into categories such as best and worst customers • CRM predicting technologies – help organizations make predictions regarding customer behavior such as which customers are at risk of leaving

  7. The Evolution of CRM • Three phases in the evolution of CRM include reporting, analyzing, and predicting

  8. The Evolution of CRM

  9. Using IT to Drive Operational CRM

  10. MARKETING AND OPERATIONAL CRM • Three marketing operational CRM technologies: • List generator – compiles customer information from a variety of sources and segment the information for different marketing campaigns • Campaign management system – guides users through marketing campaigns • Cross-selling and up-selling • Cross-selling – selling additional products or services • Up-selling – increasing the value of the sale

  11. SALES AND OPERATIONAL CRM • The sales department was the first to begin developing CRM systems with sales force automation – a system that automatically tracks all of the steps in the sales process

  12. SALES AND OPERATIONAL CRM • Three sales operational CRM technologies: • Sales management CRM system – automates each phase of the sales process, helping individual sales representatives coordinate and organize all of their accounts • Contact management CRM system – maintains customer contact information and identifies prospective customers for future sales • Opportunity management CRM system – targets sales opportunities by finding new customers or companies for future sales

  13. SALES AND OPERATIONAL CRM • Get their attention • Value their time • Overdeliver • Contact frequently • Generate a trustworthy mailing list • Follow up

  14. CUSTOMER SERVICE AND OPERATIONAL CRM • Three customer service operational CRM technologies: • Contact center (call center) • Web-based self-service system • Click-to-talk • Call scripting system

  15. CUSTOMER SERVICE AND OPERATIONAL CRM

  16. Analytical CRM • Personalization – when a Web site knows enough about a persons likes and dislikes that it can fashion offers that are more likely to appeal to that person • Analytical CRM relies heavily on data warehousing technologies and business intelligence to glean insights into customer behavior • These systems quickly aggregate, analyze, and disseminate customer information throughout an organization

  17. Analytical CRM • Give customers more of what they want • Value their time • Overdeliver • Contact frequently • Generate a trustworthy mailing list • Follow up

  18. Current Trends: SRM, PRM, and ERM • Current trends include: • Supplier relationship management (SRM)– focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection • Partner relationship management (PRM) – focuses on keeping vendors satisfied by managing alliance partner and reseller relationship that provide customers with the optimal sales channel • Employee relationship management (ERM) – provides employees with a subset of CRM applications available through a Web browser

  19. Future Trends • CRM future trends include: • CRM applications will change from employee-only tools to tools used by suppliers, partners, and even customers • CRM will continue to be a major strategic focus for companies • CRM applications will continue to adapt wireless capabilities supporting mobile sales and mobile customers • CRM suites will incorporate PRM and SRM modules

  20. Closing Case OneFighting Cancer with Information • The American Cancer Society (ACS) is a nationwide voluntary health organization dedicated to eliminating cancer • The ACS choose to implement a CRM solution to solve its information issues • Critical to the CRM system’s success was consolidating information from various databases across the organization to provide a single view of constituents

  21. Closing Case One Questions • How could the ACS’s marketing department use operational CRM to strengthen its relationships with its customers? • How could the ACS’s customer service department use operational CRM to strengthen its relationships with its customers? • Review all of the operational CRM technologies and determine which one would add the greatest value to ACS’s business

  22. Closing Case One Questions • Describe the benefits ACS could gain from using analytical CRM • Summarize SRM and describe how ACS could use it to increase efficiency in its business

  23. Closing Case Two Calling All Canadians • Canada has become one of the primary targets for outsourcing customer service centers by U.S. companies • Not only are accent and time-zone issues nonexistent, but companies also receive a favorable exchange rate

  24. Closing Case Two Questions • What are the two different types of CRM and how can they be used to help an organization gain a competitive advantage? • Explain how a contact center (or call center) can help an organization achieve its CRM goals • Describe three ways an organization can perform CRM functions over the Internet

  25. Closing Case Two Questions • How will outsourcing contact centers (call centers) to Canada change as future CRM technologies replace current CRM technologies? • Do you believe that call centers in the future will be replaced by Robot technology? Why or why not.

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