Professional Documents
Culture Documents
Customer Relationship Management
Customer Relationship Management
Relationship
Management
Small Business Information
Systems
Professor Barry Floyd
Agenda
Defining ERP
Implementation tasks for CRM
CRM Overview / Demos
Conceptual Overview
An application perspective of CRM
Operational
Analytical
Lab component:
Defining ERP
Conceptual Overview
Sales?
Conceptual Overview
A shift in thinking
Whats a relationship?
Fulfillment The
company has what I
want.
Value The price
meets my expectations.
Convenience The
product is easy to get.
Trust Im reasonably
confident the product
is reliable.
PeopleSoft CRM
PeopleSoft
Customer Request
Satisfaction My basic
transactional needs are
met
Bonding The company is
acting in my best interests.
Personalization The
company demonstrates
that it understands and
anticipates my needs.
Empowerment The
relationship is on my
terms and under my
control.
Customer Differentiation
vs. Product Differentiation
Ability to
Interact with
Customers Individually
Interacting
Customers addressed
only in mass media
C
u
s
Database
Marketing
1 to 1
learning
relationship
Mass
Marketing
Niche
Marketing
Standard
products
Tailoring
Tailored
products
Needs Satisfied
Needs Satisfied
Customers Reached
Customers Reached
Themes
Customers as assets
Market based assets, including
customer relationships
Companies executives will need to
report their customer relationship
management performance to investors
Holistic view of the customer
Analysis out of the hands of the
statisticians
IDIC
Identify
Differentiate
Interact
Customize
IDIC
Identify
Differentiate
Interact
Customize
Identify
Steps
1.
2.
IDIC
Identify
Differentiate
Interact
Customize
Differentiate
80/20 rule
Want to better understand customer needs vs.
demographics
Want to better understand the value of that customer to
the enterprise
PeopleSoft CRM
Insurance Companys
Response
Consider
PeopleSoft
Customer Support Agent
Response
IDIC
Identify
Differentiate
Interact
Customize
Interact
IDIC
Identify
Differentiate
Interact
Customize
Customize
PeopleSoft CRM
Insurance Companys
Response
Again consider
Enabler .
Managing all touch points with the
customer to develop knowledge so
that the relationship part of the
interaction becomes meaningful.
Note, technology is only an enabler,
people and organizational design
play critical roles in CRM success
Operational CRM
Analytics CRM
Operational CRM
New product
campaign
Email wave
Telesales wave
Free software
offer
SUPPORT
Installed Product
Agreement
Warranty
Specialist
Competencies
Call Center Agent
Resolution Database
HELPDESK
Call Center
Agent
Resolution
Database
SALES
Forecasts
Leads/Opportuni
ties
Sales Reps
FIELD SERVICE
ANALYTICS
Service Order
Technician
Competencies
INTERACTION
MANAGEMENT
Customer Perspective
Customer Support Agent
Sales Representative
Sales Manager
Analyze Customer
Performance and
Generate Target
Audience List
Create Campaign
Create Wave
CRM Marketing
Business Process
CRM Sales
Business Process
Measure Campaign
Lead Generation
Manage
Leads
Measure Opportunity
Performance
Generate Forecasts
and Rollup
Forecasts
Create Opportunity
Embedded Analytics
Interaction Management
Analytical CRM
Customer Behavior
Marketing
PeopleSoft Sales
Manager
Predictive analytics
Siebel: http://
www.siebel.com/bestpractices/examples.shtm
SalesForce.com:
http://www.salesforce.com/us/products/demo-center
.jsp
Microsoft:
http://www.microsoft.com/dynamics/crm/d
efault.mspx
http:// mscrm.demoservers.com /
Avaya:
http://www1.avaya.com/enterprise/resourcelibrary
/demos/crm_callcenter.html
CRM Resources
http://crm-daily.newsfactor.com/
http://www.destinationcrm.com/
http://searchcrm.techtarget.com/
http://crm.ittoolbox.com/
http://www.crmguru.com/
TeraData Center,
Duke University
CRM Lab
Summary