Bài giảng Business Driven Technology - Chapter 11 Building a Customer-Centric Organization—Customer Relationship Management

CHAPTER 11Building a Customer-Centric Organization—Customer Relationship ManagementLEARNING OUTCOMES11.1 Compare operational and analytical customer relationship management11.2 Identify the primary forces driving the explosive growth of customer relationship management11.3 Define the relationship between decision making and analytical customer relationship management11.4 Summarize the best practices for implementing a successful customer relationship management systemCUSTOMER RELATIONSHIP MANAGEMENT (CRM)CRM enables an organization to:Provide better customer serviceMake call centers more efficientCross sell products more effectivelyHelp sales staff close deals fasterSimplify marketing and sales processesDiscover new customersIncrease customer revenuesRECENCY, FREQUENCY, AND MONETARY VALUEAn organization can find its most valuable customers by using a formula that industry insiders call RFM:How recently a customer purchased items (recency)How frequently a customer purchases items (frequency)How much a customer spends on each purchase (monetary value)THE EVOLUTION OF CRMTHE UGLY SIDE OF CRM: WHY CRM MATTERSMORE NOW THAN EVER BEFORETHE UGLY SIDE OF CRM: WHY CRM MATTERSMORE NOW THAN EVER BEFORECUSTOMER RELATIONSHIP MANAGEMENT’S EXPLOSIVE GROWTHCRM Business DriversUSING ANALYTICAL CRM TO ENHANCE DECISIONSOperational 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 customersUSING ANALYTICAL CRM TO ENHANCE DECISIONSOperational CRM and analytical CRMCUSTOMER RELATIONSHIP MANAGEMENT SUCCESS FACTORSCRM success factors include:Clearly communicate the CRM strategy Define information needs and flowsBuild an integrated view of the customerImplement in iterationsScalability for organizational growthOPENING CASE STUDY QUESTIONSSecondLifeWhy is it important for any company to use CRM strategies to manage customer information?How are CRM strategies in Second Life different from CRM strategies in the real world?If the virtual world is the first point of contact between a company and its customers, how might that transform the entire shopping experience?How could companies use Second Life to connect with customers that would be difficult or too expensive in the real world?CHAPTER ELEVEN CASECan You Find Your Customers?Entrepreneurship is all about finding niche markets, an untapped potential in a corner of an existing market ignored by major companiesFinding customers for a specialized or niche business is no longer an arduous manual taskSomewhere there is a list of names that will allow a business, no matter how niche, to locate its specific target customersCHAPTER ELEVEN CASE QUESTIONSExplain how technology has dramatically impacted the efficiency and effectiveness of finding customersExplain the two different types of CRM systems and explain how a company can use infoUSA’s database for creating a CRM strategyCHAPTER ELEVEN CASE QUESTIONSDescribe three ways a new small business can extend its customer reach by performing CRM functions from an infoUSA databaseinfoUSA discussed three distinct steps company owners must take to use databases effectively. Rank these steps in order of importance to a CRM strategy