q ureus oI CRM

used Lo supporL
S&M
1. AccounL munugemenL
z. SuIes Iorce AuLomuLIon
. BusIness InLeIIIgence
q. MurkeLIng uuLomuLIon
q IeveIs oI
LecInoIogy
InLegruLIon
1. DIsconnecLed LecI - DuLu cunnoL be eusIIy
combIned or sIured
z. nLerIucIng LecI- SysLems Ieed InLo eucI oLIer
. InLernuIIy InLegruLed LecI - One muIn sysLem
cupLures uII duLu
q. MuILI enLerprIse InLegruLed LecI - MuILIpIe IInes
cupLure und sIure cenLruIIy sLored duLu
q P's oI LrudILIonuI
murkeLIng
1. ProducL
z. PrIce
. PIucemenL
q. PromoLIon
ApproucIes Lo
meusurIng cusLomer
suLIsIucLIon
1. TrunsucLIon Ieedbuck
quesLIonnuIres
z. MonLIIyJqLrIy Ieedbuck
quesLIonnuIres
. PurLIcIpuLIon In perIormunce
revIews
BusIc guIdeIInes Ior
ouLsourcIng CRM
1. EsLubIIsI cIeur perIormunce expecLuLIons
z. Meusure uguInsL expecLuLIons uL reguIur
InLervuIs
. MuInLuIn uILImuLe responsIbIIILy Ior LIe CRM -
RIsk sIurIng
q. CoordInuLe muILIpIe vendors und sIure
experIence und knowIedge -sIure besL prucLIces
. MuInLuIn un exIL sLruLegy -
BeneIILs oI duLu
wureIousIng
1. SLruLegIc murkeLIng - Improve segmenLuLIon
z. New producL deveIopmenL - InpuL InLo producL
desIgn
. CIunneI munugemenL - eIIecLIveness oI cIunneI
q. SuIes producLIvILy - Resources uccordIng Lo
cIunneIs
. One Lo one murkeLIng - musL Iuve CDW Lo
ucIIeve
BusIness
InLeIIIgence
nIo coIIecLed by un
orgunIzuLIon on cusLomers,
compeLILors, producLs,
servIces und processes
CIurn
TIe process oI cusLomers
cIungIng LIeIr buyIng
preIerences becuuse LIe IInd
beLLer und or cIeuper producLs
und servIces eIsewIere
ComponenLs oI un
EMA cumpuIgn
1. PromoLIons - GIveuwuys dIscounLs conLesLs
z. Cross seIIIngJupseIIIng -
. MurkeLIng evenLs - done LIru WebInurs.. onIIne
newsIeLLers
q. CusLomer reLenLIon - LurgeL cusLomers Lo reLuIn
. Response munugemenL - deLermIne ImpucL oI
cumpuIgns
ConsIderuLIons Ior
cusLomer IoyuILy
progrums
1. CusLomer beIuvIor
z. TurgeLIng -SegmenLs
. PosILIonIng
q. Progrum oIIer -
. CosL und beneIIL sLrucLure - Iong Lerm
cosLsJbeneIILs
6. CommunIcuLIon
CRM sLruLegy gouIs
1. DeIIne wIuL Is u vuIuubIe cusLomer
z. DeIIver LImeIy deLuIIed InIormuLIon Lo
IdenLIIy LIose cusLomers.
. DeIIne producLs und IeuLures uLLrucLIve
Lo besL cusLomers
q. Meusure LIe ImpucL
CRM LecInoIogy
InLegruLIon poInLs
1. OnIIne suIes - Iower cosLs, cupLure reuI
LIme duLu
z. Order provIsIonIng sysLems - cIunce Lo
cross und upseII
. CusLomer probIem LruckIng - probIems
Iogged Ior unuIysIs
q. CuII cenLer -
CusLomer IIIe-cycIe
sLuges
1. ProspecLIve cusLomer
z. VuInerubIe cusLomer
. WIn Buck cusLomer
q. IoyuI cusLomer
CusLomer vuIue
proIIIe
DeIInIng wIuL LIe
cusLomers wunL, wIy
LIey wunL IL und Iow
mucI oI IL LIey wunL.
CusLomer vuIue
proposILIon
DeLuIIs Iow eucI cusLomer
segmenLs percepLIon oI
vuIue wIII be IuIIIIIed by LIe
producL or servIe
DuLu wureIouse
u reposILory oI duLu LIuL Ius
been specIuIIy prepured Lo
supporL decIsIon mukIng
uppIIcuLIons.
EIIecLIve CIunneI
Ior BusIness LruILs
1. ConLroI und
consIsLenL
z. ProIILubIe
EIIecLIve cusLomer
conLucL cIunneI
LruILs
1. AccessIbIe
z. CompIeLe
. Secure und error Iree
q. DIrecL
. ConvenIenL
6. usL
;. IexIbIe
ExpecLuLIons BzB
cusLomers Iuve Irom LIe
compunIes LIey do
busIness wILI
1. CompIemenLury core
compeLencIes
z. KnowIedge oI LIeIr busIness
requIremenLs
. A conLInuous ImprovemenL
progrum
Keys Lo
ImpIemenLIng CRM
1. LecInoIogy urcIILecLure needs Lo be deLermIned up
IronL.
z. TIe sysLem sIouId enIunce eIIIcIency
. mpIemenLuLIon sIouId be coordInuLed LIrougIouL
LIe org
q. PersonneI musL be LruIned uccordIng Lo LIeIr
sysLems needs
. mpIemenLuLIon sIouId be meusured uguInsL
cusLomer needs.
IIeLIme cusLomers
enIunce proIILs by
1. ower LoLuI murkeLIng cosLs
z. L's eusIer Lo suLIsIy IIIeLIme
cusLomers
. LIey oIIer Increused rev und
proIIL opporLunILIes
MurkeLIng
uuLomuLIon
EmpIoys soILwure Lo seurcI compIIe
und use cusLomer duLubuses Lo
LurgeL cusLomers und LIen generuLe
u murkeLIng cumpuIgn. AIso known
us EnLerprIse MurkeLIng
AuLomuLIon (EMA)
PredIcLIve cIurn
modeI
Uses cusLomer InIormuLIon Lo
unLIcIpuLe In wIuL groups und uL
wIuL IeveIs cusLomer uLLrILIon muy
occur, meusure unnuuI Lurnover
und LIe cusLomer buse und seL gouIs
Ior repIucIng LIem
ProducL IIIe cycIe
LIe sLuges u producL goes
LIrougI Irom begInnIng Lo
end..deveIopmenL, InLro,
growLI, muLurILy, und decIIne
SuIes Iorce
uuLomuLIon LooIs
1. ConLucL munugemenL
z. AccounL munugemenL
. SuIes process munugemenL
q. OpporLunILyJPIpeIIne munugemenL
. QuoLe munugemenL
6. KnowIedge munugemenL
ServIce cIunneI
LecInoIogy
SupporLs LIe deIIvery oI
InIo producLs or servIces
Lo cusLomers vIu web
porLuIs or onIIne deIIvery
Sources oI cusLomer
InIormuLIon Ior CRM
1. LrunsucLIon records
z. suIes reps - wIuL cusL ure uskIng Ior
. servIces reps - Iow producL Is beIng
used
q. dIsLI poInLs - reLuIIers, InLerneL, kIosks
. purcIused duLu
SLeps Lo creuLe u
cusLomer Iocused
busIness
1. AIIgn busIness Lo cusLomer Iocus
z. IdenLIIy cusLomer needs
. CreuLe cusLomer segmenL mup
q. ImpIemenL CRM progrum
. MonILor meusure und reporL
VOC voIce oI LIe
cusLomer
ucLuuI cusLomer descrIpLIons In
words Ior LIe IuncLIons und
IeuLures cusLomers desIre Ior goods
und servIces. As IL reIuLes Lo QD IL
IndIcuLes LIe exLernuI cusLomer or
suppIyIng enLILy
Wuys Lo segmenL
cusLomers Ior u
CRM progrum
1. vuIue oI LIe cusLomer
z. needs oI LIe cusLomer
. TecI experLIse oI LIe
cusLomer (use oI preIerred
cIunneI)
WorkIIow
munugemenL
sysLems
SysLem LIuL uuLomuLes LIe
procedures by wIIcI
documenLs, InIo und Lusks
ure pussed umong oLIer
users.