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Chapter 8

0. Chapter 8. Customer Relationship Management (CRM). Major Application Clusters. 10. Which Cluster is the most important?. Marketing and Fulfillment Customer Service Rentention/Loyalty Programs Contact and Account Management Sales. Contact & Account Management.

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Chapter 8

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  1. 0 Chapter 8 Customer Relationship Management (CRM)

  2. Major Application Clusters

  3. 10 Which Cluster is the most important? • Marketing and Fulfillment • Customer Service • Rentention/Loyalty Programs • Contact and Account Management • Sales

  4. Contact & Account Management • Capture and track relevant data about every past and planned contact with customers.

  5. Sales • Provide sales reps with tools and data to support their sales activities. • Cross-selling • Up-selling

  6. 10 What is Cross-selling • If a customer buys a lot of tortilla chips, try to sell them salsa • If a customer bought a new computer, try to sell them anti-virus software • All of the above

  7. 10 What is Up-Selling • Customer rents Dodge Neon, try to get them to Rent Magnum of $20 more • Customer buys computer, try to sell them service plan • All of the above

  8. Marketing & Fulfillment • Scheduling and tracking direct marketing (such as mailings) • What is the response rate? • Fulfilling customer responses • quick, automated responses

  9. 10 Direct Mailing: Which State produces the best response rate? • Indiana • Kansas • New York • California • Mass.

  10. Customer Service • Provide service reps with Software Tools and Real-time Access to data • Call center software • Help desk or trouble-shooting Wizard softare

  11. 10 Why are so many customer support centers in India? • Large English Speaking Population • Good education systems, focus on technology • Population willing to work cheap • All of the above

  12. Retention & Loyalty Programs • Costs 6 times as much to sell to a new customer compared to an existing customer • Dissatisfied customer will tell 8-10 people about his or her experience • 75% of complaining customers will do business with the company again if it quickly takes care of a service problem.

  13. Example: My Disney Experience • Bought tickets online: • Received a welcome package 5 days later with maps and suggested rides for 2-year olds. • Received Disney Photopass card (explanation required...) • Received an itinerary and check-list 2 weeks prior to the trip. Packed with ideas for how to spend money.

  14. Example: My Disney Experience • Two days after we returned, received invitation to view Photopass pictures online • In about 8 months, I expect to get a invitation for a special offer on our next Disney Vacation.

  15. Example: Harry & David • You can order Christmas Gifts online for friends and relatives. • Before next Christmas, you get a reminder brocher that includes all the past gifts that you’ve bought for friends and family. • Result: My wife never forgets someone and continually adds people to the list.

  16. 3 Phases: Acquire, Enhance, Retain

  17. Types 0

  18. Portal • In the MIS world, a Portal is a single interface (single sign-on) to all the various information systems and tools that are available to you. • Like My-Yahoo. • Like My-Siena... • Arises from the fact that companies have so many different IS’s and user like to have on point of entry to everything.

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