Customer Relationship Management

1. Customer Relationship Management • Is an old subject that has become a hot topic. • The true business of every company is to make customer, keep customer, and maximize customer profitability. ~Peter Drucker, 1960 • Neglected by most company

2. Evolution to CRM Concept Mass Marketing Target Marketing CRM

3. CRM Definition • A comprehensive corporate strategy that helps an organization reinvent itself as a Customer-Centric organization by seamlessly integrating people, business processes and technology and refocusing all business activities around its customers. CRM Power 2000 Conference Brochure

4. What is CRM ? Sales CRM People + Technology + Business Processes Marketing Support Service

5. Why CRM Benefits Company ? • CRM refers to a company’s continuous process of learning more about customers with each interaction. • The company’s goal is to retain customers and generate more revenue from them. Joe Fleischer, Call Center Magazine

6. Why CRM Benefits Customer ? • Why do customers leave? • 45% leave because of “poor service” • 20% leave because of “lack of attention” • 65% leave because the company have done something wrong (Marketing) • 15% leave because they found “a better product elsewhere” • 5% leave for unspecified reasons.

7. Why CRM Benefits Customer ? • Why do customers leave? • 45% leave because of “poor service” • 20% leave because of “lack of attention” • 65% leave because the company have done something wrong (Marketing) • 15% leave because they found “a better product elsewhere” • 5% leave for unspecified reasons.

8. Assess Execute Plan The CRM Cycle • Who are the customers? • Where do they live? • What are they worth? • How do they buy? • How can they be reached? Decides how best to approach the customers defined in the assessment stage by designing marketing campaigns and strategies. The company puts all this knowledge to work, using all of the customer touch points available.

9. CRM’s Scope CRM Managerial Issues ~Marketing, Promotion Analysis Issues ~Data Mining, Data Warehousing Technology Issues ~Call Center, CRM solution Integration Issues ~Front end solution+Back office process

10. Call Center Definition • What’s Call Center? • 簡單地說, Call Center就是透過一些相關設備的組合, 幫助值機服務人員能快速, 有效率地處理大量撥入及撥出的電話—資訊與電腦 • Call Center is really the nerve center of a corporation’s customer relationships, it includes the tele-based and web-based solutions—Computerworld

11. Why Call Center Is Important ? • The relationship with the customer should not end at the store door. • Customer access after the sale adds value to the transaction. • Customer call centers have emerged as a leading weapon.

12. Why Call Center Is Important ? • Call centers allow a company to build, maintain, and manage customer relationships by solving problems and resolving complaints quickly, having information, answering questions, and being available at any time. Prahabkar et al. 1997

13. Complaint Center Profit Center Call Center Revolution

14. Consider • Traditional call centers are not enough for today’s EB environment • Web is a new touch point for customer and company to contact each other • The company should build up the web based call center to serve the customers all over the world • The call center will become the “Contact Center”

15. Market Research Call Routing Customer Satisfaction Surveys Complaint Resolution Reservation Pre-Sales Information Public Relation Order Taking/Tracking Web Based Call Center Functionalities Web Based Call Center

16. The technologies we might use • Web Text Chat • Sentence Recognition • HTML, Flash • Automatic E-Mail Notification • DBMS • On line data Mining

17. Web Text Chat