Download MIS2101 Unit 4.2

Information Systems in
Organizations
4.2 Customer Relationship
Management Systems
Administrivia
• Learn IT #4 is Due Tonight
– Submit as part of a word document
• Learn IT #5 is due in two weeks (4/13)
Learn IT Assignment #5 :
Digital Identity Management (part 2)
• Analyze the data collected by Google Analytics
• Report on key metrics
• Explain what you would do to influence traffic
to your site
• Due in week 13
Where are We?
What in all get out is CRM?
https://www.youtube.com/watch?v=r6hxqg3Pg
RQ
Just a System?
Strategy
Processes
Procedures
CRM
Obligatory Propaganda Slide
• A CRM is a mix of strategic processes and procedures
– Relates to both how data is collected and how it is analyzed
• CRM software is a tool
– provide the structure necessary to connect to customer “touch points”
– Aids in discovering more about business trends and enabling teams
• Key Takeaways
– No matter what industry you might be in, CRM functionality is a
necessary tool for success in today’s environment.
– Customers access companies through many channels
• it is important to have a full profile of the customer for many reasons
What kind of information is
tracked in a CRM? How do
companies use this data?
Different Types of
customers?
Benefits of a CRM
Sales Patterns
Who are our
customers?
Changes in customer
behavior that are
exploitable!
Evolution of CRM
• Customer Relationship Management
– Early Goal: help businesses build and maintain
relationships with new and existing customers
– New Goal: manage sales, marketing, point-of-sale
(POS), accounting, vendor and other types of
operational data, all in one easily accessible
solution
Evolution of CRM
A New Sales World – What do we sell
A New Sales World – To whom do we
sell
A New Sales World – Who is selling
Remember though
• CRM systems aren’t just about managing the
acquisition and divorce of customers
• They also include managing the ongoing
relationship when things are good and bad
In-Class Activity…
CRM & DATA PLANNING
So why can’t I just use my ERP to
do this?
By the numbers…
• Forecasts from Gartner anticipate that the
customer relationship management market will
be worth $36.4 billion worldwide by 2017.
• CRM offers an average return of $5.60 for every
$1 spent
• Productivity increased by 15% when they had
mobile access to CRM applications.
• 30% of marketers say having disparate data
sources is a main reason why they can’t glean
useful insights from customer data
Why is this better than….
This?
At Home Activity…
CRM: TRACKING CUSTOMER AND
SERVICE INFORMATION
Recap
• Today we talked about CRM
• Non trivial part of the organization
• How CRM systems help manage the customer
base
– Identifying who we are selling to
– What we are selling
– And when we are selling it