Customer Relationship Management
Making sense of customer relationship management
Software applications that automate the marketing, selling and service functions of the businesses.
Levels of CRM:
◦ Strategic CRM
◦ Operational CRM
◦ Analytical CRM
Winning and keeping profitable customers
Focused on the development of a customer – centric company
Three other major business orientations:
◦ Product – centric
◦ Production centric
◦ Sales – centric
Focused on:
◦ marketing automation (market segmentation, campaign management, event – based marketing)
◦ sales force automation (opportunity management, contact management, proposal generation, product configuration) and
◦ service automation (contact and call – centre operations, web – based service, field service)
Exploiting customer data to enhance both customer and company value
It builds on the foundation of customer information generated from:
◦
◦
◦
◦
sales data, financial data, marketing data, service data…
CRM
CRM
CRM
CRM
CRM
is database marketing is a marketing process is an IT issue is about loyalty schemes can be implemented by any company
A relationship is composed of a series of episodes between dyadic parties over time.
Each episode is composed of a series of interactions (making a purchase, enquiring a product, making a sales call…)
Each episode is time bound (have a beginning and an end) and is nameable.
Busuness relationships are made up of task
and social episodes., whereas
Task episodes are focused on a business side of the relationship,
Social episodes are not.
Content of each episode is a range of communicative behaviors such as speech, actions and body language.
Five general phases through which relationships can evolve:
1. Awareness (Each party comes to attention of the other as a
2. Exploration (Period of investigation and testing
Software applications that automate the marketing, selling and service functions of the businesses.
Levels of CRM:
◦ Strategic CRM
◦ Operational CRM
◦ Analytical CRM
Winning and keeping profitable customers
Focused on the development of a customer – centric company
Three other major business orientations:
◦ Product – centric
◦ Production centric
◦ Sales – centric
Focused on:
◦ marketing automation (market segmentation, campaign management, event – based marketing)
◦ sales force automation (opportunity management, contact management, proposal generation, product configuration) and
◦ service automation (contact and call – centre operations, web – based service, field service)
Exploiting customer data to enhance both customer and company value
It builds on the foundation of customer information generated from:
◦
◦
◦
◦
sales data, financial data, marketing data, service data…
CRM
CRM
CRM
CRM
CRM
is database marketing is a marketing process is an IT issue is about loyalty schemes can be implemented by any company
A relationship is composed of a series of episodes between dyadic parties over time.
Each episode is composed of a series of interactions (making a purchase, enquiring a product, making a sales call…)
Each episode is time bound (have a beginning and an end) and is nameable.
Busuness relationships are made up of task
and social episodes., whereas
Task episodes are focused on a business side of the relationship,
Social episodes are not.
Content of each episode is a range of communicative behaviors such as speech, actions and body language.
Five general phases through which relationships can evolve:
1. Awareness (Each party comes to attention of the other as a
2. Exploration (Period of investigation and testing