Bài giảng Business Driven Technology - Business plug-in B9 - Customer Relationship Management

BUSINESS PLUG-IN B9Customer Relationship ManagementLEARNING OUTCOMESDescribe the three CRM technologies used by marketing departmentsDescribe and differentiate the CRM technologies used by sales departments and customer service departmentsCompare customer relationship management, supplier relationship management, partner relationship management, and employee relationship managementSummarize the future of customer relationship managementINTRODUCTIONCustomer relationship management – involves managing all aspects of a customer’s relationship with an organization to increase customer loyalty and retention and an organization’s profitabilityOperational CRM – supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customersAnalytical CRM – supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customersINTRODUCTIONUSING IT TO DRIVE OPERATIONAL CRMMARKETING AND OPERATIONAL CRMThree marketing operational CRM technologies:List generator – compiles customer information from a variety of sources and segment the information for different marketing campaignsCampaign management system – guides users through marketing campaignsCross-selling and up-sellingCross-selling – selling additional products or servicesUp-selling – increasing the value of the sale SALES AND OPERATIONAL CRMThe sales department was the first to begin developing CRM systems with sales force automation – a system that automatically tracks all of the steps in the sales processSALES AND OPERATIONAL CRMThree sales operational CRM technologies:Sales management CRM system – automates each phase of the sales process, helping individual sales representatives coordinate and organize all of their accountsContact management CRM system – maintains customer contact information and identifies prospective customers for future sales Opportunity management CRM system – targets sales opportunities by finding new customers or companies for future salesSALES AND OPERATIONAL CRMGet their attentionValue their timeOverdeliverContact frequentlyGenerate a trustworthy mailing listFollow upCUSTOMER SERVICE AND OPERATIONAL CRMThree customer service operational CRM technologies:Contact center (call center) Web-based self-service system Click-to-talkCall scripting systemCUSTOMER SERVICE AND OPERATIONAL CRMAnalytical CRMPersonalization – when a website knows enough about a persons likes and dislikes that it can fashion offers that are more likely to appeal to that personAnalytical CRM relies heavily on data warehousing technologies and business intelligence to glean insights into customer behaviorThese systems quickly aggregate, analyze, and disseminate customer information throughout an organizationAnalytical CRMGive customers more of what they wantValue their timeOverdeliverContact frequentlyGenerate a trustworthy mailing listFollow upCurrent Trends: SRM, PRM, and ERMCurrent trends include:Supplier relationship management (SRM) – focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selectionPartner relationship management (PRM) – focuses on keeping vendors satisfied by managing alliance partner and reseller relationship that provide customers with the optimal sales channelEmployee relationship management (ERM) – provides employees with a subset of CRM applications available through a web browserFuture TrendsCRM future trends include:CRM applications will change from employee-only tools to tools used by suppliers, partners, and even customersCRM will continue to be a major strategic focus for companiesCRM applications will continue to adapt wireless capabilities supporting mobile sales and mobile customersCRM suites will incorporate PRM and SRM modulesCLOSING CASE ONE Fighting Cancer with InformationThe American Cancer Society (ACS) is a nationwide voluntary health organization dedicated to eliminating cancer The ACS choose to implement a CRM solution to solve its information issuesCritical to the CRM system’s success was consolidating information from various databases across the organization to provide a single view of constituentsCLOSING CASE ONE QUESTIONSHow could the ACS’s marketing department use operational CRM to strengthen its relationships with its customers?How could the ACS’s customer service department use operational CRM to strengthen its relationships with its customers?Review all of the operational CRM technologies and determine which one would add the greatest value to ACS’s businessCLOSING CASE ONE QUESTIONSDescribe the benefits ACS could gain from using analytical CRMSummarize SRM and describe how ACS could use it to increase efficiency in its businessCLOSING CASE TWO Calling All CanadiansCanada has become one of the primary targets for outsourcing customer service centers by U.S. companiesNot only are accent and time-zone issues nonexistent, but companies also receive a favorable exchange rateCLOSING CASE TWO QUESTIONSWhat are the two different types of CRM and how can they be used to help an organization gain a competitive advantage?Explain how a contact center (or call center) can help an organization achieve its CRM goalsDescribe three ways an organization can perform CRM functions over the InternetCLOSING CASE TWO QUESTIONSHow will outsourcing contact centers (call centers) to Canada change as future CRM technologies replace current CRM technologies?Do you believe that call centers in the future will be replaced by Robot technology? Why or why not.