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BUS 361: Chapter 9

BUS 361: Chapter 9. Customer Relationship Management (CRM). Objectives. Describe the CRM process & relevance to e-bus Identify sources of CRM data & hw to turn it into information Outline the goals of CRM & use of technology Name & Describe the core Internet based CRM technologies

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BUS 361: Chapter 9

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  1. BUS 361: Chapter 9 Customer Relationship Management (CRM)

  2. Objectives • Describe the CRM process & relevance to e-bus • Identify sources of CRM data & hw to turn it into information • Outline the goals of CRM & use of technology • Name & Describe the core Internet based CRM technologies • Describe how CRM fits into systems integration • Potential Issues in CRM integration & resolution

  3. Intro … • Use of technology to establish, develop, maintain & optimize relationship thru … • Focus on customer needs & desires • Tracking customer purchase history • Better able to respond to queries • Focus is always on the customer

  4. The Why All about understanding your customers • Who they are • What do they really want from us • Flashback to Intro Marketing • What advertising works • What channels are best for repeat business • Touch-points • Up-selling & Cross-selling

  5. Core product or benefit: What problem that we are trying to solve? We want holes  we buy ???? Actual product: The parts, quality, features, design, brand name and other attributes received Augmented product: Additional consumer services & benefits built around the core & actual product Adds value Differentiates the product from its competition E.g. Warrantees, installation Three Levels of Product

  6. The process • Data Capture … • Data Analysis … • Strategic Decision Making • Implementation

  7. Data Capture • Comes from those TOUCH POINTS • Web site – cookies, search results • call centre, • warranty cards, • service calls • Stored in CRM Data Warehouse

  8. Analysis • Tools included in the CRM apps • Customer Intelligence • Analyst needs to understand strategy & industry • Intelligence looked at in light of company’s strategic direction (CL vs. PD)

  9. Goals of CRM • Encourage repeat business • Loyalty • Easier selling • Correct channels • Customer knowledge • Up-selling • Cross-selling • Sales force Automation • Improved customer service (touchpoints)

  10. Social CRM i.e. Social Media CRM • Facebook • Ability to comment on company wall & response • “Like” & reward those who like you • Access to friends • Twitter • Announcements & rewards • Advantages of online – non-buying visitors still leave info

  11. Online … • Contact management • Follow the trail back to them • Personal follow up 20-37% sales increase • Online Marketing • Email Campaigns (Chapter 11) • Real-time chat – customer service • Skype • Intelligent Agents (web bots) – Amazon • E-mail Management – high volume, auto-response, keyword screening

  12. Implementation • Takes months or even years, learning curve • Political, cultural & technological concerns • Needs mgmt buy in • Attitudinal change • Touch points need reviewed • As CS Agents become sellers, compensation has to change

  13. Technology Concerns • Integration with legacy systems • Needs to be integrated with ERP • Call centres need access to data warehouse • Security issues - overseas • Computer Telephony Integration

  14. Implementation Stages • Planning • Cross functional team + consultants • Process Redesign • Accuracy vs. speed • Data Integration • Education • Technology and CRM training • Analysis, Reporting • Analyzing (causal modelling) • Predicting • Change implementation • Using the information from above to change touch-points

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