2. Learning Objectives
At the end of this course, participants should
be able to do the following:
Identify key components of CRM
Identify the relationship between
operational CRM and analytical CRM
Identify the relationship between
analytical CRM and collaborative CRM
Implement operational, analytical and
collaborative CRM for enhancing customer
value and corporate profitability
4. Operational CRM
Operational customer relationship
management facilitates and streamlines
communication with customers, and
connects to customer touch points.
5.
6. General Areas of Operational
CRM
• Sales Force Automation
• Customer Service and Support
• Enterprise Marketing Automation
7. Sales Force Automation
This involves the whole sales process which
comprise lead generation, lead
qualification, needs identification,
specifications development, development
of proposal, handling objections, and
closing sale.
9. Customer Service and Support
This involves automation and coordination
of all the service operations and customer
support processes which include service
requests, product returns, customer
complaints, and enquiries. These services
and support can be provided through
contact center, call center, web portal, or
face-to-face interaction at a remote
location in the field.
10. Enterprise Marketing
Automation
This involves application of technology to
marketing processes for provision of
information pertaining to industry trends,
macro-environmental factors and
competitors. This facilitates appropriate
engagement and control of campaign
management, event-based marketing,
cluster customer segmentation, individual
customer segmentation, thereby increasing
marketing efficiency.
11. Analytical CRM
Analytical customer relationship
management focus on blending the
customer data collected in Operational
CRM with data from external sources in
order to ascertain key customer identities
and directions required for boosting
organisational and customer values.
14. Relationship Between Operational and Analytical
CRM
Customer Touch Points Customer Data Back Office
Practice Process
Strategy Data
Operational Analytical
CRM New Strategy CRM
15. Collaborative CRM
Collaborative customer relationship
management focus on exploiting
interaction with customers through
customer touch points for enhancing
customer self service.
16. Applications of Collaborative
CRM
• Online services for enhancement of
convenience and cost reduction
• Effective communication through many
channels including automated phone,
email and internet.
• profiling customer information during
customer interaction
Example: Web Page Personalization
17. Relationship Between Analytical
CRM and Collaborative CRM
Collaborative customer relationship
management uses the output of Analytical
customer relationship management to
enhance the participatory strength of
customers.
