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Customer Relationship Management

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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Customer Relationship Management

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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.

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