Crm3145

Customer Relationship Management (CRM) Introduction MEDFORIST

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

A definition of marketing “ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization goals.” American Marketing Association ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

How to define Customers? CONSUMER BUSINESS TO BUSINESS CHANNEL DISTRIBUTOR FRANCHISEE INTERNAL CUSTOMER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

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Customer Loyalty: Customer Loyalty is a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behavior . Source : « Satisfaction: A Behavioral Perspective On The Consumer” Richard L. Oliver Mc Graw-Hill Editions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM Definition: MEDFORIST

[object Object],Source “ Accelerating Customer Relationships”, Ronald S. Swift Prentice Hall - 2001 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The concept of CRM in theory is simple: Listen to your customers and act on what they are saying to create a mutually beneficial relationship . Companies with current implementations of CRM technology can usually hear their customers; however, because they are only focusing on the operational and collaborative component of CRM, they cannot really understand them. They must also consider analytical CRM to optimize their customer relationships. CRM Functions MEDFORIST

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MARKETING AUTOMATION designed to get the right mix of the company’s products and services in front of each customer at the right time SALES FORCE AUTOMATION Collaborative tools that enable all parties to the transaction to interact with one another CUSTOMER SERVICE AND SELF-SERVICE Serving existing customer base through problem resolution systems, workflow automation and field service dispatch systems Capabilities that can be directly invoked by the customer on the internet via PC and wireless devices Operational CRM MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DATA WAREHOUSE A process of assembling disparate data from all over the company transforming it to a consistent state for business decision making and empowering users by providing them with access to this information from multiple applications DATA MINING The process of extracting and presenting new Knowledge, previously unpredictable, selected from databases for actionable decisions. The process of analyzing detailed data, to extract and present actionable, implicit and novel information to solve a business problem Analytical CRM MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM - Stages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM Business Process with a Customer Focus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

CRM and e-CRM CRM Technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

eCRM Traditional CRM eCRM Telemarketing Direct Mail B.R.C. Responses Trade Shows Inbound Calls Press releases Meetings Product Demo’s Referrals E-Mail Blasts Web Registration Online Reply Instant Messaging Online Customer Service Web Demo’s Video Conference Online Prospect Database ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM Difficulties ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CRM Architecture MEDFORIST

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 4 – Determination of “what we do” - Shift from data collection and analysis to strategy - Enterprise goals revolve around customer relationships - Customers receive support based on their value to the company - All corporate divisions share the same information on the customer and focus on customer’s relationship with the company MEDFORIST

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 5 – CRM becomes a core competency - Maintaining customer relationships is a core competency of the business, ensuring a greater retention rate - The focus centers around redefining markets to position the company as the best of breed in the industry MEDFORIST

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