PRESENTATION ON CUSTOMER RELATIONSHIP MANAGEMENTPRESENTED BYBYMOHD SAEED PGD PGDM,IMS DEHRADUN CUSTOMER. Electronic Business: Scope B2C EC 企業價值 企業策略 KM SCM ERP CRM Supplier Presentation on theme: "Customer Relationship Management"—. Customer Relationship Management Strategies. Chapter 4. Customer Relationship Marketing. Why do some companies succeed? Collaborative advantage.
A customer service approach that focuses on building long-term and sustainable customer relationships that add value both for the customer and the company 4 Twice the normal turnover Why CRM?
Benefits of CRM Provides: Five factors required to implement a CRM program effectively: Justifying customer service and CRM programs Metrics: Web-related metrics a company uses to determine the appropriate level of customer support: Delivering Customer Service in Cyberspace CRM applications improve upon traditional customer service by means of easier communications and speedier resolution of customer problems Customer service adds value to products and services It is an integral part of a successful business 17 CRM Applications and Tools cont.
Customer-facing applications Customer interaction center CIC: A comprehensive service entity in which EC vendors address customer service issues communicated through various contact channels Intelligent agents in customer service and call centers 20 CRM Applications and Tools cont.
Automated reply systems text files returned viawhich provide answers to commonly asked questions Sales force automation SFA: Software that automates the tasks performed by sales people in the field, such as data collection and its transmission 23 CRM Applications and Tools cont.
Web Self-Service Activities conducted by users on the Web to provide answers to their questions e.
Customer-centric applications Data reports Data warehouse A single, server-based data repository that allows centralized analysis, security, and control over the data 26 CRM Applications and Tools cont. Mobile CRM the delivery of CRM applications to any user, whenever and wherever needed Voice communication people are more comfortable talking with a person, even a virtual one, than they are interacting with machines.
Customer Relationship Management - ppt download
Role of knowledge management and intelligent agents in CRM Automating inquiry routing and answering queries requires knowledge Generated from historical data and from human expertise and stored in knowledge bases for use whenever needed Intelligent agents support the mechanics of inquiry routing, autoresponders, and so on 31 Internet Marketing in B2B Organizational buyer behavior number of organizational buyers is much smaller than the number of individual buyers transaction volumes are far larger terms of negotiations and purchasing are more complex 32 Internet Marketing in B2B cont.
To answer customer questions, a CSR had to download each customer file causing tremendous inefficiencies and confusion.
Clearly communicate the CRM strategy Define information needs and flows Build an integrated view of the customer Implement in iterations Scalability for organizational growth Clearly communicate the CRM strategy — ensuring that all departments and employees understand exactly what CRM means and how it will add value to the organization is critical to the success of the implementation Define information needs and flows — the organization must understand all of the different ways that information flows into and out of the organization to implement a successful CRM system.
If the organization misses one of the information flows, such as a customer service Web site, then none of that information from that Web site will be integrated into the CRM system and the company will not have a complete view of its customers Build an integrated view of the customer — the CRM system must support the organization's strategies and goals Implement in iterations — avoid the big-bang approach and implement in small, manageable, pieces Scalability for organizational growth — ensure the system can support the organization's future growth CLASSROOM EXERCISE CRM Correlations Break your students into groups and have them compare and analyze the SCM industry success factors and the CRM industry success factors to determine any correlations Ans: Many of the success factors are the same.
Supplier relationship management SRM — focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection Partner relationship management PRM — focuses on keeping vendors satisfied by managing alliance partner and reseller relationship that provide customers with the optimal sales channel Employee relationship management ERM — provides employees with a subset of CRM applications available through a Web browser Supplier relationship management SRM focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection.Introduction to Customer Relationship Management (CRM) Dr. Nancy Rauseo
SRM applications help companies analyze vendors based on a number of key variables including strategy, business goals, prices, and markets.
The company can then determine the best supplier to collaborate with and can work on developing strong supplier relationships with that supplier.
The partners can then work together to streamline processes, outsource services, and provide products that they could not provide individually. Partner relationship management PRM focuses on keeping vendors satisfied by managing alliance partner and reseller relationships that provide customers with the optimal sales channel. In effect, it means picking the right partners, working with them to help them be successful in dealing with mutual customers, and ensuring that partners and the ultimate end customers are satisfied and successful.