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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