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Outline. DefinitionPhasesIntegrated CRMCRM Integration StepsTracking/Analyzing Data, Personalization, and Contact CentersFuture of CRM. CRM. Integrated sales, marketing, and service strategy that depends on coordinated actionsUsing existing relationships to grow revenueUsing integrated info f
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1. Customer Relationship Management
2. Outline Definition
Phases
Integrated CRM
CRM Integration Steps
Tracking/Analyzing Data, Personalization, and Contact Centers
Future of CRM
5. Integrated CRM
8. Tracking and Analyzing Data Log-file Analysis
Request for info is stored in a log file; visitor’s location, IP address, time of visit, frequency of visits, etc.
Organizes and summarizes the info contained in the log files
Data Mining
Uses algorithms and statistical tools to find patterns in data gathered from customer visits
Customer Registration
Requires visitors to fill out a form that is used to create a profile and then the visitor’s actions are tracked and stored
Cookies
Text file stored by a Web site on an individual’s personal computer that allows the site to track the actions of the visitor
9. Personalization Intelligent agent
Assist a user in the completion of a specified task, including searching for info and automating tasks
Can observe Web-surfing habits and purchasing behavior to recommend new products to buy or sites to visit
Personalization vs. Privacy
10. Contact Centers Conduct transactions and get answers to questions
FAQs
E-mail
Online text chatting
Sales-force automation
12. CRM with Internet Enhancement
13. Enabling One-to-One Marketing Profiling
Learning about the customer (existing customer data; user profiles; observations engine)
Matching
Understand customer interests and how they connect to the products/services (rule-based matching; taxonomy-based matching; targeted editorials, ads, product recommendations, incentives)
Content
Provide info based on these identified interests (page templates, editorials, products, incentives, advertising, discussion groups)
Transactions
Make the sale (commerce shopping cart, pricing/tax/shipping payments; finance, balances, transfers, news, stock feeds; legacy system integration; alerts)
14. Examples 1-800-Flowers.com
Relationship building
Homegrocer.com
Customer acquisition
CRM
15. References Deitel, H.M., Deitel, P.J. and Steinbuhler, K. (2001). e-Business and e-Commerce for Managers, Prentice Hall, Upper Saddle River, New Jersey.
Kalakota, R., Robinson, M. and Tapscott, D. (2001). E-Business: Roadmap for Success 2.0, Addison Wesley Longman, Inc.
Napier, H.A., Judd, P.J., Rivers, O.N. and Wagner, S.W. (2001). Creating a Winning E-Business, Course Technology, Thomson Learning, Inc.
Poirier, C. C. and Bauer, M. J. (2000). E-Supply Chain: Using the Internet to Revolutionize Your Business, Berrett-Koehler Publishers, Inc.