Chp06 Crm

Chapter Six Integrating Processes to Build Relationships: Customer Relationship Management

Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Basics of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Top Demand Drivers in CRM Verticals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Gartner Group, 2001

Top Demand Drivers in CRM Verticals ,[object Object],[object Object],[object Object],[object Object],Source: Gartner Group, 2001 Few retailers are providing improved interaction but many customers are demanding it --- this is an opportunity for companies to distinguish themselves.

Strategic Business Drivers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],These are strategic level questions aimed at CxO and other senior level executives to uncover CRM opportunities.

Strategic Business Drivers ,[object Object],[object Object],[object Object],[object Object],[object Object]

Defining CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining CRM ,[object Object],[object Object],[object Object],[object Object],CRM is an integrated framework and strategy, not product

Managing the Customer Life Cycle: The Three Phases of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Acquire Enhance Retain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The New CRM Architecture: Organizing around the Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The New CRM Architecture: Organizing around the Customer Cross-Functional Processes Breaking Down Departmental Walls Acquire Enhance Integrated CRM Applications { Retain Direct Marketing Sales Force Automation Cross-Sell & Up-Sell Customer Support Proactive Service Complete Integrated Solutions Partial Functional Solutions Customer Lifecycle

Features of the New CRM Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Portfolio of CRM Process Competencies Customer Service and Billing Loyalty & Retention Programs Field Sales and Service ,[object Object],[object Object],[object Object],[object Object],Marketing and Fulfillment Prospect or Customer Fax Email Telephone VRU Web Contact Management Technical Infrastructure

How it Fits Together Source: Microsoft Corporation, 2000

What Capabilities Make Up Leading Edge CRM? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],C Collaborative A Analytical O Operational

Integration Requirements of Next Gen CRM Infrastructure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Less than 2% of companies provide on-demand cross-channel integration of website and call center 42% of top-ranked Web sites took longer than five days to reply to customer emails or never replied at all Source: Cisco Systems ENGAGE SERVICE FULFILL TRANSACT

Next Generation CRM Trends ,[object Object],[object Object],[object Object],[object Object],Back Office Application Integration Customer Partners Purchases History Operations Marketing Billing Front Office Touch Points Web E Mailrs Call Center SFA POS Direct Mail Wireless Customers

Multi-Channel CRM ,[object Object],[object Object],[object Object],[object Object]

Multi-Channel Shopper Profiles Store Online Catalog Store + Catalog Online + Store Online + Catalog ,[object Object],[object Object]

Primary Reasons for Tri-Channel Shopper Displeasure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How can CRM applications help address these issues?

Roadmap for Managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Roadmap for Managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Roadmap for Managers ,[object Object]

Anticipate Organizational Changes ,[object Object],[object Object],[object Object],[object Object],[object Object]

CRM Key Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring Success or ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CRM Assessment – Gather Information ,[object Object],[object Object],[object Object],[object Object],[object Object]

Tell Us More ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

E-Business Strategies, Inc. www.ebstrategy.com [email_address] 678-339-1236 x201 Fax - 678-339-9793

Chp06 Crm

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