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Customer Relationship Management

Customer Relationship Management. Grenoble Ecole de Management October 2003. Sharon Crost crost@free.fr mobile: +33.686.17.8592.

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Customer Relationship Management

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  1. Customer Relationship Management Grenoble Ecole de Management October 2003

  2. Sharon Crostcrost@free.frmobile: +33.686.17.8592 Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the large companies of IBM and Hewlett-Packard in Finance, Marketing and Information Technology. Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise systems, to managing international marketing programs to managing international technology and e-business teams. As an entrepreneur, Sharon has started up two diverse small businesses in the U.S. - a customized travel service and an organic vegetable farm. Sharon's appreciation of the mountains has brought her to Grenoble, France where she currently works as an independent consultant.

  3. Class Schedule 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  4. Instructor Sharon CROST crost@free.fr mobile: +33.686.17.8592 text: Dyché, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wesley,2001. 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  5. Presentation of Course -Outline • CRM Overview • What is CRM • CRM as a Business Tool • Strategic CRM • Technology • Technology Framework • Infrastructure Alternatives • Managing CRM projects and Follow-up • Analyzing the data • Measuring Results • Ongoing improvement • Applying CRM to business cases and student projects • Applying CRM and Review • Student Projects • Course Discussion/evaluation 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  6. Presentation of Course (style) • ACTIVE! • Interactive discussion • Cases to apply learning • Practical vs. Theoretical • Instructor – ideas, facilitation, resources 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  7. Presentation of Course – evaluation • Individual evaluation based on student participation and understanding of CRM concepts 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  8. CRM Student Project • Business Objective • CRM strategy to meet the business objective • Infrastructure and Process supporting the CRM strategy • Ongoing Management of the program • Business Results and Follow-up 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  9. Introductions Using « post-it » paper list three of each: • What I know about CRM • (3 thoughts on 3 separate pieces of paper) • What I want to know about CRM • (3 thoughts on 3 separate pieces of paper) 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  10. Discussion Case #1 – computer online Michael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customer’s purchase experience, the vendor’s sales experience and the relationship between customer and vendor 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  11. Discussion Case #1 – computer online Customer Perspective • Select the Product • quality, price, availability, functionality • Purchase Product • easy process, quick delivery, online delivery info, payment terms • Use and Learn • assemble parts, instructions, features, new information, upgrades • Ongoing Support • technical support, sales support 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  12. Discussion Case #1 – computer online Vendor Perspective • Provide Product Information/Marketing • quality, price, availability, functionality • Efficient Purchase Process • easy process, quick delivery, online delivery info, payment terms • Client Knowledge • repeat buy, product feedback • Revenues, Profit, Customer Satisfaction • return on investment, customer retention, profit, customer share 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  13. Discussion Case #1 – computer online Relationship – Customer and Vendor • Product info • web search, preferences, comparisons, pop-ups, live customer support, exclusive info • Purchases • online view, stored address info, auto payments • Shared Knowledge • preferences, license or consumables info, • Increased Customer Value!!! • satisfied customer, loyalty, advocate, €€€€€ 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  14. Definitions and Terms CRM: the infrastructure and process that allows you to manage customer interaction and increase customer value and profit 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  15. General Terms • e-commerce • enterprise CRM (sometimes e-CRM) • Front office/back office • Operational CRM (front office – sales force, call center) • Brick-and-mortar companies • Customer Touch point • Sales Force Automation • Up-selling 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  16. Marketing Terms • Attrition/Churn • Closed-loop marketing campaigns • Customer profiling/segmentation • B2B/B2C • Campaign management • opt-in/opt out • permission marketing 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  17. Internet/Technology Terms • Cookie • Clickstream • ASP • screen pop • cyberagents (animation) • Data warehouse/data marts • Data Mining (predictive analysis) • Integrated Database • Automated Workflow 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  18. Analytical CRM • Customer Value Measurement • Affinity analysis (burgers/fries) • Prospect qualification • Next-sequential-purchase analysis • Churn analysis and prediction • Propensity to buy modeling • Customer segmentation • Partner contribution measurement • Customer profiling 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  19. Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction CRM conceptual model 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  20. Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction CRM conceptual model gather data segment/profile analyze data customize and optimize offer customize interaction optimize programs create targeted campaigns create efficient infrastructure and process divest unprofitable customers create customer care programs create feedback loop 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  21. Summary and Questions • What you know about CRM • Discussion on how CRM works • CRM terms • CRM conceptual model 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  22. CRM Business Cases • Business Objective • CRM strategy to meet the business objective • Infrastructure and Process supporting the CRM strategy • Ongoing Management of the program • Business Results and Follow-up 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  23. Discussion – Business Objective How much are you willing to pay for customer satisfaction? 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  24. Discussion – CRM strategy to support business objective Do you want a relationship with your vendors? Why or why not? 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  25. References • www.crmcommunity.com • www.crm-forum.com • www.crmmagazine.com • www.crm2002online.com • www.searchcrm.com 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  26. Summary and Questions • What you know about CRM • Discussion on how CRM works • CRM terms • CRM conceptual model • Business Objective • CRM strategy 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  27. Discussion - Operational Process You are the operations manager of a typical small manufacturing company. Describe your customer touch points and discuss how CRM could improve operational processes. 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  28. Delivery Call Center Hotline E-mail Direct Marketing Store Purchase Sales Rep Finance Survey Order Processing Web Site Feedback Processes Customer Touchpoints 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  29. Finance Sales Call Center Delivery Orders Partner Mgmt Marketing Purchasing Business Operations Activity Mgmt Contact Mgmt Campaign Mgmt Call center analysis Pricing Configuration Partner Analysis Supplier Eval 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  30. CRM --- SCM --- ERP Customer Relationship Management Supply products or services Supply Chain Management Customer Interactions lead generation qualification customisation quotation/cost mgmt order processing delivery service/support marketing campaign management demand planning manufacturing planning/scheduling supply planning logistics planning supplier management Enterprise Resource Planning Manage Business Transactions order entry distribution procurement production logistics inventory finance/acctg human resources 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  31. Contact Information - Example 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  32. Technology Framework - Discussion You are the IT manager of a typical small manufacturing company. Describe your current technology infrastructure and how CRM could become a more valuable part of this infrastructure. 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  33. Logical Flow Business Objective Strategy to meet objective Customer Processes & Outputs Infrastructure 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  34. Database Database Infrastructure Alternatives Contact Management CRM system Call Center CRM system Data Data 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  35. Integrated Data Warehouse Infrastructure Alternatives Application Server Web Server E-mail Server Data Mart Data Mart Data Mart Data Mart Data Mart Data Mart 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  36. Analyzing CRM data - discussion You are the CRM manager for HAKRs computers online and you have created a new CRM system to collect whatever data you need to increase the business profitability. Describe your data analysis methods. 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  37. Analyzing CRM data Results Analysis CurrentActivity Predictive Analysis Revenue Analysis Channel Analysis Customer Value Measurement Customer segmentation Partner contribution measurement Customer profiling Next-sequential-purchase analysis Propensity to buy Clickstream analysis Customer Support Prospect qualification Affinity analysis (fries with burgers) Churn analysis and prediction Propensity to buy modeling Customer profiling 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  38. Managing CRM projects - discussion You are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned, and cost 200k euros more than planned. How do you explain this to your boss? 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  39. Resources Time Functionality CRM project management 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  40. Project Management • Project Objective • Task Outline: what, who, link tasks • On Budget Cost estimates, track cost to estimate • On time Time schedule, beginning, end, duration • Plan meets objective – measure results • Risk Mangement 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  41. Measuring Results/Follow-up - discussion You are the program manager for a CRM program and you need to present your results and next steps to your boss. What are good measures? What do you recommend for a follow-up? 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  42. Specific Measurable Actionable Relevant Timely SMART Metrics 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  43. Closed-loop Milestones Risks and Risk Management Ongoing Process Future Advances Follow-up 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  44. Summary and Questions • What you know about CRM • Discussion on how CRM works • CRM terms • CRM conceptual model • Business Objective • CRM strategy • Operational Processes • Technology/Infrastructure • Analyzing data • Managing Projects • Measuring Results and Follow-up 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  45. Trends • Process and Infrastructure customer-driven (not internally driven) • CRM buy-in comes from the top of the organization • ROI needs to be justified (too much hype) • Long-term versus short term strategic view • Integration of information (versus single function solutions) • CRM is not just about the technology 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  46. Privacy/Legal • Legal issues vary from country to country • Culture is a key consideration • Seek legal advice and keep up with changes • Describe clearly your privacy policy , and/or what you will do with the information, and hold true to your commitments 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  47. Class Project • Select a company currently undergoing a CRM project or with a business objective that can be solved with a CRM project • Creatively propose a CRM solution using the following framework: • Business Objective • CRM strategy to meet the business objective • Infrastructure and Process supporting the CRM strategy • Ongoing Management of the program • Business Results and Follow-up • Your project is to be presented/discussed on the last course day. • You are graded on the following: • demonstrate understanding or CRM concepts • your project meets the stated business objective • project is organized, interesting, insightful and creative 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  48. Project Notes • discuss your assumptions • describe customer touchpoints • present proposed ROI • discuss how the solution could be managed using resources, timeframe and functionality • describe how your project aligns with CRM trends • show graphics of a proposed process flow or infrastructure 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  49. Business Case Practice You are the CRM manager of digital cameras online and you need to increase your sales by 25% for the year 2003. You have a very large customer base and would like to be more efficient in getting and keeping customers? You have discovered that your competitors are starting to email new product info to clients. You have started using customer information databases but don’t yet have a campaign strategy. Describe the business objective, CRM objective and a creative CRM program to meet your business objective. 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

  50. Business Case Study - HP • CeBit – March 2002, Germany • >Larget Euro Tradeshow • >Business and Technology Oriented • >In person-attendance averages several hundred thousands (700 thousand this year) • >German web team Antje Lindner 管理资源吧（www.glzy8.com），提供海量管理资料免费下载！

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