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Customer Relationship Management System (Part 2). ASPECTS OF CRM. Operational. Front office business support Contact history is recorded No communication gap E.g.- call centers, BPO. Collaborative. Direct communication Cost reduction Service improvement E.g.- mail, internet.

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Customer Relationship Management System (Part 2)


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    Presentation Transcript
    1. Customer Relationship Management System (Part 2)

    2. ASPECTS OF CRM

    3. Operational • Front office business support • Contact history is recorded • No communication gap • E.g.- call centers, BPO

    4. Collaborative • Direct communication • Cost reduction • Service improvement • E.g.- mail, internet

    5. Analytical • Analysis of customer data • Design and target marketing campaigns • Product and service decision making • Management decisions

    6. ARCHITECTURE

    7. Building blocks of CRM Customer profiling Lead Management Campaign Management Activity management Web service Contact management Call center Field service Opportunity management

    8. CRM SYSTEM Customer touch points Manager view Sales view Marketing view Support view Service view Web Windows Wireless C R M software ROI Support view Automation PIM Opportunity Management Sales Forecasting Project management Legacy applications Web/intranet/extranet Customer database ERP/back office Other applications

    9. CRM STRATEGIES

    10. CRM strategies • Acquisition • Retention • Loyalty • Cost Reduction

    11. Profiling ACQUISITION Search Buying pattern Communication

    12. Improving customer satisfaction RETENTION Updating Need analysis 1to 1 communication

    13. Search Increase LOYALTY Capture

    14. Lower inventory Marketing cost reduction Cost REDUCTION Speedier delivery

    15. Pitfalls of CRM system • Change Management • Poor communication • Weak Leadership • No strategic focus on business value. • Sloppiness to ‘Process and People issue’. • Information handling

    16. Any Questions? Thank you