C R M

Customer Relationship Management

Thursday, November 19, 2009

Businesses needs
customers


http://www.youtube.com/watch?v=zEYI9VYXU1g


Conversations take place
between people


And that means that there
are relationships


CRM is about managing
relationships with customers


Beneﬁts of eCRM


Beneﬁts of eCRM

• All interactions are tracked


Beneﬁts of eCRM

• Communication costs can be lower


Beneﬁts of eCRM

• Data can be mined


Beneﬁts of eCRM

• Data can be mined
• Customers are telling you what they want, all
the time, whether you are listening or not


Customer-driven
• Give customers tools
• Let them take charge and make what they want
with your product

• Flickr, Twitter, etc
• Think APIs, RSS, source code


Types of CRM


Operational CRM


Operational CRM

• How it all ﬁts together


Operational CRM

• Provide numerous and effective contact
channels


Operational CRM

channels
• Process for managing relationships


Operational CRM

channels
• Process for managing relationships
• Feeds back into the web interface that a
customer sees


Customer-centric

• Customer at centre of organization
• Anticipate, meet (exceed?) customer needs


Analytical CRM


Analytical CRM

• Data mining


Analytical CRM

• Data mining
• Look for patterns


Analytical CRM

• Data mining
• Who are most valuable customers?


Analytical CRM

• Data mining
• Who are most valuable customers?
• How do different segments of customers
respond?


Sales Force Automation



• Keeping track of leads



• Keeping track of leads
• Automating process, so people can talk to people

CRM

Collaborative


CRM: giving value


CRM

• Marketing perspective
– Who knows about me?
• Sales perspective
– Who is buying from me?
• Service perspective
– Who is happy?

Relationship costs

• Acquisition

• Retention


Measure customer loyalty
as deﬁned by your
business needs


eMarketing and CRM


Email marketing

• Based on Permission and Privacy
• Build a relationship
• Track success


Email
• Push and Pull
• Records can be kept
• Ensure that threads can be followed


Online advertising

• Attract attention for the right reasons


Afﬁliate marketing


• Starts with customer intent
• Use intent to deliver what customer needs


Social media

• Customer selected channels
• Turn customers into advocates


Web development

• Customer-centric web development
• Focus on customer needs


Web analytics

• Using the data to inform you about customers
• Turning data into actionable insights

Customer service: get
talking


Mobile

• Mobile as CRM
• Time sensitive alerts and updates


Call centres

• Technology allows call centres to be
outsourced
• Speak to anyone, anywhere


IM and Chat Rooms

• Live chat to help customers with complicated
processes
• Provide another communication channel
• Instant, and cost-effective


Analyzing data


Today, lots of individual
companies collect and
hold data about an
individual


What if the individual held
that data and shared it
selectively?


Next Week

Ethics and Privacy


C R M

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