Intranet

&
Customer Assets
Management
e-Commerce Lecture by : Saurabh Mittal
 Customer Assets Management
• The integration of the front line activities in a supply
chain namely sales, market intelligence and customer
service to act in a coordinated manner rather than pulling
in different directions
- Kalakota and Winston

• Customers are the most valuable asset of any business

and each interaction should be viewed critically and must
add value.
 What it does??
• Helps the organizations to be with the customer from
initial marketing to customer service.

• It is economically prudent manner to drive sustainable,

long-term and profitable customer relationship.

• It is a system of marketing and selling that is driven out

of proactive, plan full and personal approach to manage
beneficial individual customer relationship.
Components of Customer Asset Management
• Online Sales Force Automation
– Integrate sales activity in to corporate information structure
– Improve efficiency
– Coordinate with other business activities
• Marketing Intelligence
– Trend analysis
– Channel management, supply chain management
– Relationship management
– Competitor intelligence
• Online Customer Service and Support
– Reliability, service dependability and maintenance
• Marketing Management
– Marketing Planning, providing reports like
• Sales Activities and forecasting
• Deviation between forecasts and actual
– Designing and managing sales channel and territories
– Analyzing marketing programs
Why Customer Asset Management ?

• To Create Loyal Customer

• Retention of Profitable Customers

• Highly Efficient and more focused

communication Programs for Customers
• Customer focused development of product
and services.
 Conditions to be understood while
creating CAM
• Future sales can be predicted through current
customers
• Sales potential can be estimated by segmenting
customers based on sales transactions history.
• Customer attrition/ depreciation - services, finding
better price, feel arduous with current services.
• Customer bought/ Sold through merger or
acquisition.
 Major Challenges

• Capturing information in dynamic environment is

difficult and expensive.
• Difficulties like coordination across various
customer-facing functions.
• The customer needs and expectations change
rapidly.
 Collecting Customer Needs

• Market Research

• Customer interviews.

• Reading customer concerns

• Involve customer in the design of service and

delivery of services.
CAM and Supply Chain Management

• Supply Chain productivity can be improved by

investment in Marketing, Sales and Customer
Services.
• Critical information collected from the customer
questions and suggestions help the organization
to produce more consistent and quality product.
• management
Benefits of Supply Chain Integration
• Develop intelligent information infrastructures that provide suppliers,
trading partners and customers with consistent and relevant information.

• Create flexible, standardized infrastructure that can more readily adapt to

meet business requirements.

• Automate business processes and streamline workflows to improve

efficiency and productivity.

• Reduce employees training time by improving application usability.

• Improve customer service by providing 24x7 web self service.

• Reduce costs by eliminating expensive and inefficient paper based

processes.
 Online Sales Force
• Sales force management systems are information
system used in marketing & Management that
automate some sales functions.
• They are combined with a marketing information
system and also called Customer Relationship
Management System.
 Sales force Automation Functions:

• Support sales force in the field.

• Provide right information to customer at right

time.
• Integrate sales activity with effective information
system to improve overall corporate efficiency
and coordination with other business activities.
Benefits of Automation of Sales People-
• Fill the prepared e-Forms, save time. No sales report/
Activity report or call sheets.
• Use intranet to transmit information to sales manager
hence, save time.
• No need to wait for product inventory data, sales prospect
lists and sales support information. Can access info. When
answering prospect’s questions and objection.
• Help improve staff morale if they reduce amount of record
keeping & increase rate of closing.
 Benefits of Automation of Sales People-
• Can be used as effective and efficient training device. They
provide sales staff with product information and sales
technique training without having to waste time in seminars.

• Better communication and cooperation between sales

personnel facilitates successful team selling.

• The software could automatically generate more and better

qualified sales leads.
Benefits of Sales automation to Sales Manager

• No need to collect all call sheets or tabulated results. Can

have results automatically, in tables/Charts/ Graph.
• Activity reports, information requests, orders booked & other
sales info. Can be sent to him more frequently.
• He can respond directly with advice, in stock verification, price
discount authorization.
• Can configure system to automatically analyze info. Using
sophisticated statistical techniques, present result in friendly
way.