тема 4

7 Oct 2014

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тема 4

  1. Customer Relationship Management – Overview
  2. Customer Relationship Management - Key Terms Contact management A part of the CRM process that is at the heart of all effective sales and marketing efforts. Contact Management involves contacts to customers, forecasting deals, calendering and scheduling, and expense reporting. Marketing concentrates on personalizing customer preferences and offering them satisfying experiences.
  3. Encompasses sales, marketing, customer service, and support applications. It includes all the tools, technologies and business procedures used to attract and retain customers, prospects and business partners. CRM is a combination of Contact Management, Sales Force Automation (SFA), Opportunity Management, Relationship Management, Marketing Automation, Company Web sites, Telesales and Telemarketing Systems, and evolving eBusiness technologies.
  4. The transformation of key business processes through the use of Internet technologies. It is the buying and selling of goods over the Internet (e-commerce) and the use of Internet technology to impact all areas of businesses.
  5. A collection of applications used to manage the whole business. It links back-office computer systems including manufacturing, financial, human resources, sales-force automation, supply-chain management, data warehousing, document management, and after-sales service and support. ERP allows all company divisions to share a common database and business analysis tools.
  6. Used by marketing departments to store all product and customer information and information about competitors and collateral to assist in the sales cycle. Provide users with the tools to track opportunities and forecast potentially profitable deals. It is used to advise sales force on the best sales method(s) to use through the entire sales cycle. OMS is integrated to the CRM processes.
  7. Used to organize complex products and services to reach effective performance level. Sales-force automation software (SFA) CRM's predecessor. SFA provided information technology to the sales people to facilitate the sales process. It included marketing database applications for promotional activities, lead generation and tracking applications, contact management to manage actions required to initiate and maintain customer contact, and remote order entry with varying degrees of integration to the host system used to collect sales orders from the field.
  8. Companies calling consumers to sell their goods or services, or consumers calling companies to make purchases in response to mailings or other forms of advertising. Used in relation to CRM.
  9. Customer Relationship Management - Key Players E.piphany, Inc. E.piphany strives to lead the customer management software industry by providing intelligent customer interaction software for the customer economy. Incorporated in this is a single enterprise-wide view of the customer across all touch points to cement customer loyalties and drive profitability. Kana Communications, Inc. Kana believes that the winners in the digital economy will be the businesses who create a compelling experience while building long-lasting relationships with their customers, partners, and suppliers.
  10. Onyx Software Corporation The mission of Onyx is to help businesses achieve a competitive advantage by enabling anytime, anywhere interactions between their employees, customers, and partners. Siebel Systems, Inc. Siebel was founded in 1993 to address the growing need to better serve the customer. They are highlighted by many experts as one of the hottest CRM companies around. Siebel helps companies gain an advantage through e-business strategies enabling them to manage all customer touch points, including person-to-person contact, the telephone, email, and the Internet.
  11. Synchrony Communications Synchrony is a systems integration and development company that partners with e-manufacturers, institutions, municipalities, and government agencies to provide fully-integrated, turnkey solutions. Customer Relationship Management - Products and Services For a business to succeed, it must provide customers with excellent products and services through effective Customer Relationship Management. Solid CRM systems provide fast responses to customer inquiries, boost sales, and show customers that the business is actively satisfying their needs. Some of the best CRM systems have comprehensive account management functions, automated quotes and correspondence, and instant access to specific account history.
  12. is widely considered to be the leading company in the CRM industry. Siebel software allows companies to understand customer behavior and buying patterns. Users of the software can view order status, part numbers, shipping types, and retrieve revenue information about current customers in seconds. Using a rapid, structured methodology, Siebel helps organizations create, integrate, and optimize their sales, service, and marketing.
  13. Onyx Software Corporation offers a company - wide customer centric e-business solution for succeeding in the Internet Economy. Through three audience-specific, Web-based product lines, Onyx consolidates critical relationship information and makes it available to employees, customers, and partners. This process helps companies share information, analyze the health of their business, build customer loyalty and gain a competitive edge. The software enables companies to improve customer relationships and increase revenues through higher productivity.
  14. Kana Communications Enables companies to manage high volumes of e-mail and Web based communications while delivering specific, personalized information to each customer. Kana ties together marketing, sales, and service to maintain long-lasting customer relationships. Companies can monitor interactions with their customers through a variety of effective methods using Kana's software.
  15. Synchrony Systems Develops hardware and software solutions that help companies increase productivity and profitability. Synchrony integrates customer interaction across various channels of communication-phone, fax, e-mail andWeb chat. Synchrony's goals for each of its customers are the reduction of implementation costs and time and elimination of the risks involved with traditional CRM investments.
  16. E.piphany is the onlyWeb-based, intelligent CRM solution to coordinate and unify, in real time, all inbound and outbound interactions with customers, regardless of whether they fall into the business-to-consumer or business-to-business category. E.piphany prides itself on being flexible, customizable, and responsive.
  17. Customer Relationship Management - Market Trends The Evolution of CRM In the late eighties, CRM began to emerge as the successor to Enterprise Resource Planning (ERP). ERP had a traditional, product-centric approach to marketing a company's products and services. CRM developed because ERP lacked the personalization sought by today's companies and to provide basic communication, contact, and analysis tools. In CRM's early days, these tools and the three areas of CRM - service, marketing, and sales - were poorly integrated and marketing databases could not fully utilize their potential.
  18. CRM lacked good automation and advanced technological applications. As the nineties progressed, CRM systems changed rapidly, and two factors significantly affected CRM’s success. First, global competition increased tremendously, causing products and services to be more difficult to differentiate. The product-centric view of traditional marketing changed to a more customer-centric view, offering customers more personalization. The second factor was advanced technology, which gathered customer information from all over the enterprise into a single system. New technologies enabled greater processing power and data analysis capabilities. In addition, data architectures became more integrated and consistent.
  19. Currently, as CRM becomes a more integral component of the modern business enterprise strategy, many companies are turning to wireless devices to deliver market-differentiating customer service. CRM is used with data warehousing, data mining, and other intelligence-based applications. The market continues to develop as many ERP vendors try to respond to the competition by integrating front-office applications with back-office systems. CRM still has many downsides. Product maturity and cost-effectiveness have not always reached the desired results. There is frustration among end users about the performance and capability of the CRM solutions. Clients are not convinced that CRM performance measures up to the market and vendor hype and label CRM systems as overpriced. CRM is a fast growing market and prices are positioned to decline.
  20. There is great competition between vendors to differentiate their products and services along functionality, integration with existing systems, ease of use, and the range of target markets. Currently, CRM offers faster response to customer inquiries, increased efficiency through highly developed automation, and a deeper understanding of customers through advanced analysis systems. CRM tools are developed continuously and more sophisticated applications enter the market rapidly.
  21. Future of CRM
  22. During the last few years, globalization in the field of e-commerce has challenged companies to make customer communication truly interactive. The new customer relationship management strategy is moving away from one-to-many mass-communication philosophy to a more individualized one-to-one communication. Real-time, automated marketing communication regarding personalized sales and services will make companies’ communication with the consumer more relevant and timely. New electronic channels are developing continuously, making CRM’s existence in companies’ strategy even more vital. It is estimated that the CRM market will grow from $3.7 billion (US$) in 1999 to $16.8 billion by the year 2003. According to a recent study from AMR Research, the CRM segment is expected to grow at a compound annual growth rate of 49% through 2004, which is more than double the overall expected increase in the IT services market. Stronger front-to-back office integration and wider concentration on CRM business processes are the key reasons for CRM’s notable growth.