Download Week Two (1-18 to 1

CRM: WEEK 2 (1/18 – 1/20)
 Last Week Highlights:
Course Expectations & Learning Goals
What is CRM? – see handout, course slides
(below) and course notes: Customer Centric
Strategies not software/hardware.
Value of CRM to Enterprise
Retention = Profitability
CRM: WEEK 2 (1/18 – 1/20)
Wednesday (1/18) Objectives:
Wachovia Exam: Single View of Customer
CRM Modules/Components
Salesforce Automation Systems
Call Center Operations
Marketing Automation
Operational vs Analytical CRM
Continuation of CRM vs. DBM
Sales Force Automation
Grandmother of CRM
Contact Management
Access to Customer Purchase History
Link to SCM/ERP Systems to track order
status
Sales Force Management
Metrics, training, transition, pipeline
forecasts
Call Centers – Service Centers
Cost Center vs. Profit Center
Image
Satisfaction
Retention
Cross Sell/Up Sell
Telephony
Analytical CRM
Marketing Automation
Integrated Marketing Communication
All Touch Points
Mass Customization
Interactive Marketing
Analytical CRM
Metrics/ROI
Acquisition/Grow/Reward/Retain
CRM: WEEK 2 (1/18 – 1/20)
Friday (1/20) Objectives:
Value Added of CRM
Profits & Cost Reduction
Evolution to CRM
Relationship Marketing
Trust Based Relationships
Loyalty vs. Retention
Value Added of CRM
Increased Revenues
Cross sell/up sell
Mass customization/effective targeting
Acquisition, growth/reward, and retention more
effective
Cost Reduction
Printing/mailing/contacts: targeted
Automation
Self-service: “Best Face Forward”
Evolution to CRM
Mass Marketing
Marketing is Exchange
Segmentation Profiling
Mass Customization/One-to-One
Marketing
Relationship Marketing
Marketing Concept 40+ years old.
Relationship Marketing
What constitutes a relationship?
Mutuality –awareness of both parties
Interaction
Iterative
Dimensions of Trust
How does one build trust in a business
relationship?
CRM Definitions:
CRM is the aggregation of:
1. Customer-centric Strategies
2. Which drive new functional activity not only
for sales, marketing and service, but often
back office functions such as accounting,
production, and shipping.
3. Which demand reengineered work processes
for everyone affected.
4. Which require technology support to
implement.
CRM Definitions-(cont.)
Carlson Marketing Group defines CRM
as “a business strategy which proactively builds a bias or preference for an
organization with its individual
employees, channels and customers
resulting in increased retention and
increased performance.”
Database Marketing vs. CRM
DBM is company-centric,: the whole
purpose of targeting customer segments
was to help the sell more stuff for less
cost.
CRM is customer-centric: still concerned
with profit but achieves profit by
concentrating on customer benefits and
values…strengthening the relationship.
CRM Tasks:
1. Identifying those customer values that
are pertinent to a particular business.
2. Understanding the relative importance
of those values to each customer
segment.
3. Determining if delivery of those values
will affect the bottom line positively.
CRM Tasks (cont.):
4. Communicating and delivering the
appropriate values to each customer
segment in ways the customer wants to
receive the information.
5. Measuring results and proving return
on investment.
Added Value Thoughts
“Customers don’t want to be treated
equally. They want to be treated
individually.” – Peppers & Rogers
Success or Failure of Loyalty Programs?
PetsMart Loyalty Program vs. CRM
CRM and building loyalty is a long-term
process.