Customer Relationship Management
CRM1 - 18.09.2012
What is Customer Relationship Management?
“CRM is the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. It is grounded on high quality customer related data and enabled by information technology.”
Type of CRM
Strategic
!
Dominant characteristic
Strategic CRM is a core customer-centric business strategy that aims at winning and keeping profitable customers.
Operational
Analytical
Collaborative
Operational CRM focuses on the automation of customer-facing processes such as selling, marketing and customer service.
Analytical CRM focuses on the intelligent mining of customer-related data for strategic or tactical purposes.
Collaborative CRM applies technology across organizational boundaries with a view to optimizing company, partner and customer value. Customer Centricity and Other Businesses
• Product-oriented businesses believe that customers choose products with the best quality, performance, design or features.
• Production-oriented businesses believe that customers choose low-price products.
• Sales-oriented businesses make the assumption that if they invest enough in advertising, selling, public relations (PR) and sales promotion, customers will be persuaded to buy.
• A customer or market-oriented company shares a set of beliefs about putting the customer first. It collects, disseminates and uses customer and competitive information to develop better value propositions for customers. A customer-centric firm is a learning firm that constantly adapts to customer requirements and competitive conditions.
Is it all about SERVICE ?
•The non-material equivalent of a good
•Economic activity that does not result in ownership
•The product is the act of delivery
A service is:
• Intangible
• Variable
• Perishable
• Are difficult to evaluate
• Are assessed based on experience and credence
Traditional
What is Customer Relationship Management?
“CRM is the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. It is grounded on high quality customer related data and enabled by information technology.”
Type of CRM
Strategic
!
Dominant characteristic
Strategic CRM is a core customer-centric business strategy that aims at winning and keeping profitable customers.
Operational
Analytical
Collaborative
Operational CRM focuses on the automation of customer-facing processes such as selling, marketing and customer service.
Analytical CRM focuses on the intelligent mining of customer-related data for strategic or tactical purposes.
Collaborative CRM applies technology across organizational boundaries with a view to optimizing company, partner and customer value. Customer Centricity and Other Businesses
• Product-oriented businesses believe that customers choose products with the best quality, performance, design or features.
• Production-oriented businesses believe that customers choose low-price products.
• Sales-oriented businesses make the assumption that if they invest enough in advertising, selling, public relations (PR) and sales promotion, customers will be persuaded to buy.
• A customer or market-oriented company shares a set of beliefs about putting the customer first. It collects, disseminates and uses customer and competitive information to develop better value propositions for customers. A customer-centric firm is a learning firm that constantly adapts to customer requirements and competitive conditions.
Is it all about SERVICE ?
•The non-material equivalent of a good
•Economic activity that does not result in ownership
•The product is the act of delivery
A service is:
• Intangible
• Variable
• Perishable
• Are difficult to evaluate
• Are assessed based on experience and credence
Traditional