Customer relations management class 6 lo205 jan 24 2001
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Customer Relations Management Class 6 - LO205 - Jan. 24,2001. Lecture by Judith Molka-Danielsen References (not required to read): *“Electronic Commerce: A Manager’s Guide”, Ravi Kalkota and Andrew B. Whinston, Addison-Wesley, chapter 11, 1999.

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Customer Relations Management Class 6 - LO205 - Jan. 24,2001

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Customer relations management class 6 lo205 jan 24 2001

Customer Relations ManagementClass 6 - LO205 - Jan. 24,2001

Lecture by Judith Molka-Danielsen

References (not required to read):

*“Electronic Commerce: A Manager’s Guide”, Ravi Kalkota and Andrew B. Whinston, Addison-Wesley, chapter 11, 1999.

*Related power point notes from Michael Spring, U.of.Pittsburgh, 2000.

*“The E-business Revolution”, Daniel Amor, Hewlitt-Packard Professional books, ch.5, 1999.


Overview

Overview

  • Summary of Turban Chapter 3, prelude to this.

  • Motivation of Customer Relations Management

  • CRM Subsystems -

    • Marketing Management (MM),

    • Sales Force Automation (SFA),

    • Customer Service and Support (CSS)

  • Web Design Rules

  • On-Line Measurement


Turban ch 3 summary

Turban Ch.3 Summary

  • 1. Consumer behavior - Vendors control the parts of Logistics, Support Technology, and Customer Service and Support Systems

  • 2. It is important to know customer characteristics

  • 3. It is important to understand the customer decision making process

    • to understand where you can influence customer behavior

    • Intelligent Agents can be used in some steps


Turban ch 3 summary1

Turban Ch.3 Summary

  • 4. Build One-to-One relationships with customers.

    • Boost loyalty

    • boost trust

    • One-to-One include software to trigger special offers

      • BroadVision- recognizes customers and displays products relevant to them.

      • Cold Fusion - tool for rapid application development and site design.

      • GroupLens - collaborative filtering, with rating services, for contents and products.

      • WebObjects - serve data from legacy databases to on-line visitors.


Turban ch 3 summary2

Turban Ch.3 Summary

  • 5. Implement Customer Service to

    • retain customers - Look at Web Site Design (Content is King).

    • satisfy new needs

  • 6. Doing Market Research involves

    • understanding segments of products and groups

    • classification of customers


Turban ch 3 summary3

Turban Ch.3 Summary

  • 6. (cont.)Doing Market Research involves

    • using Data Mining tools to

      • predict trends, find hidden patterns, find what is ordered together

      • Algorithms use association, sequences, classification, clusters, and forecasting techniques.

    • Collect samples on the Internet

      • larger is better

      • voluntary through surveys, data accuracy limitations

      • involuntary through tracking movements, (ie. Cookies)

    • Ernst & Young market research: on-line retailing


Turban ch 3 summary4

Turban Ch.3 Summary

  • Ernst & Young market research: on-line retailing


Turban ch 3 summary5

Turban Ch.3 Summary

  • 7. Intelligent Agents - provide

    • auto replys

    • analyze movements

    • learn customer behavior and needs

  • 8. Organizationl buyer behavior model

    • follow organizational purchasing guidelines and constraints

    • involve interpersonal influences (power, politics)


Overview1

Overview

  • Summary of Turban Chapter 3, prelude to this.

  • Motivation of Customer Relations Management

  • CRM Subsystems -

    • Marketing Management (MM),

    • Sales Force Automation (SFA),

    • Customer Service and Support (CSS)

  • Web Design Rules

  • On-Line Measurement


B2b inputs

B2B Inputs

Logistics

Management

Manufacturing Process Management

SupportServices

Customer Relations Management

Financial Management


Customer relations management

Customer Relations Management

  • “Pull” supply chains are based on linking customer information gathering to the upstream business processes

  • CRM involves the integration of traditionally separate systems

    • Marketing Management

    • Sales Force Automation

    • Customer Service and Support


The motivation of crm

The Motivation of CRM

  • Marketing and sales account for 15-35% of costs

  • Customer input can lead to better products

  • Current customers are a predictable source of future sales

  • Customer assets can be valued as a part of acquisitions and mergers

  • Customers increasingly expect high quality personalized service


Crm mm marketing management

CRM-MMMarketing management

  • Marketing has been based on product, price, and promotion

  • Marketing in a global economy across multiple product categories using different channels requires better tools

  • Ultimately, customer driven marketing makes it essential to gather customer input


Crm mm goals

CRM-MMGoals

  • Provide data for data mining and OnLine Analytic Processing(OLAP)

  • Provide real time accurate data

  • Allow for better inventory management and input into promotions and sales

  • Provide trend analysis data across channels to drive operation


Crm mm

OLTP

System

Data extraction validation integration

sales

LocalAccess

Modeling

Visualization

Statistics

Profiling

OLAP

Data analysisBusinessIntelligence

operations

InternetAccess

customer

CRM-MM


Crm sfa sales force automation

CRM-SFASales Force Automation

  • Two goals in sales force automation

    • Support the sales person in the field

    • Economically integrate sales information increasing corporate wide coordination

  • A good system will:

    • Support salesperson and telemarketing productivity

    • Automate selected sales processes

    • Maintain direct mail and email systems

    • Support sales and marketing management including compensation management


Crm sfa support of sales representatives

CRM-SFASupport of Sales Representatives

  • Provision of marketing materials, price lists, business intelligence online

  • Provision of customer leads and information captured from all sources

  • Prequalification of sales prospects and classification of customers

  • Provision of real time product availability and order entry information


Crm sfa some basic examples

CRM-SFASome basic examples

  • Web information requests are processed

    • Through a standard set of followups

    • To the appropriate sales person

    • Automated tickler systems

  • Tracking of contacts

    • Prospects stored for future use

    • Datamining of prospects

  • Provide information

    • To sales people about current pricing inventory etc,

    • To other company support units to enhance sales


Crm sfa more sophisticated examples

CRM-SFAMore sophisticated examples

  • Develop intelligent-agents to acquire news items and competitor information for distribution to the sales force and management

  • Develop analysis tools to detect trends in customers and sales

  • Develop network based push promotion and information dissemination

  • Provide online customer controlled input and tracking information


Crm css customer service and suppport

CRM-CSSCustomer Service and Suppport

  • Customers are increasingly defined as an important company asset

  • The Web makes new forms of customer support possible and cost-effective

  • The Web can serve both as a way to reach out to customers and as a way for them to reach into the company


Crm css goals

CRM-CSSGoals

  • Lower support costs

  • Provide global access

  • Create proactive services

  • Empower customers to solve issues independently

  • Provide an opportunity for customers to input into the business process


Crm css basic processes

CRM-CSSBasic Processes

  • Provide the customer with product update information, fixes, new product information

  • Provide a simple registration system that gathers:

    • User demographics

    • Product satisfaction

    • Agreement to receive targeting notifications


Crm css advanced processes

CRM-CSSAdvanced Processes

  • Link sales information and customer ID for telephone help desk support

  • Use a workflow system to track resolution of customer issues through involved departments

  • Feed problem reports lead into research and development operations for action

  • Use problem tracking data feed into manage operations and field service personnel


Overview2

Overview

  • Summary of Turban Chapter 3, prelude to this.

  • Motivation of Customer Relations Management

  • CRM Subsystems -

    • Marketing Management (MM),

    • Sales Force Automation (SFA),

    • Customer Service and Support (CSS)

  • Web Design Rules

  • On-Line Measurement


Web design rules

Web Design Rules

  • Content - focus first on content and then on design. Never let users leave your site without giving them information, so they will come back.

  • Consistency - design your site with consistent content quality, do not bore the customer. Images should give information, not irrelevant images.

  • Density - break content into small pieces, that fit together. Short pages. Information over pages. No more than 10 links from a page.

  • Design - use few colors, color theme for pages connected with your site. If possible, give users a choice of format for document download type. Let users decide the sequence that they visit pages (escape from demos).

  • Size - use small graphics with large impact.


Overview3

Overview

  • Summary of Turban Chapter 3, prelude to this.

  • Motivation of Customer Relations Management

  • CRM Subsystems -

    • Marketing Management (MM),

    • Sales Force Automation (SFA),

    • Customer Service and Support (CSS)

  • Web Design Rules

  • On-Line Measurement


On line measurement

On-Line Measurement

  • Counting can be done by web site owners. They use web server log files. Can count visits to web pages too.

    • The counts can be inflated: visits from spiders, visits from yourself, criteria to increase count after every refresh even within the same session.

    • The counts can be under-counted: ISPs save pages in cache files, so the user might see an old copy even between sessions (opening the browser). Proxy servers relay requests from users making 1000 people appear like 1.

    • Server can use cookies, but you cannot force users to accept cookies from a web server.


On line measurement1

On-Line Measurement

  • Counting - Continued

    • Page Views - are all the pages that were viewed by on-line customers.

    • Visits - are all page views by a single on-line customer.

    • Automated log file analyzers - can import data into a propriatary database to analyze traffic. Can produce graphical reports, tables, charts.

    • On-line rating agencies - add software on the users PC to monitor use, instead of at the server.

    • Third Party Auditing - I/Pro http://www.ipro.com and MatchLogic http://www.matchlogic.com/ offer programs to address problems with firewalls and proxy servers. (Java applets must be allowed through.)


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