25 March 2016

CHAPTER 11 BUILDING A CUSTOMER -CENTRIC ORGANIZATION (CRM)

LEARNING OUTCOMES
11.1 Compare operational & analytical CRM.
11.2 Identify the primary forces driving the explosive growth of CRM.
11.3 Define the relationship between decision making and analytical CRM.

1. CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

> CRM enables an organization to:
  • Provide better customer service.
  • Make call centers more efficient.
  • Cross sell products more effectively.
  • Help sales staff close deals faster.
  • Simplify marketing and sales processes.
  • Discover new customers.
  • Increase customer revenues.

2. RECENCY, FREQUENCY AND MONETARY VALUE.

> Organizations can find their most valuable customers through “RFM” - Recency, Frequency, and Monetary Value.
  • How recently a customer purchased items (Recency)
  • How frequently a customer purchased items (Frequency)
  • How much a customer spends on each purchase (Monetary Value)

3. THE EVOLUTION OF CRM.

> CRM Reporting Technology – help organizations identify their customers across other applications.
> CRM Analysis Technologies – help organization segment their customers into categories such as best and worst customers.
> CRM Predicting Technologies – help organizations make predictions regarding customer behavior such as which customers are at risk of leaving.
> Three phases in the evolution of CRM include reporting, analyzing, and predicting.



4. THE UGLY SIDE OF CRM.


5. CUSTOMER RELATIONSHIP MANAGEMENT'S EXPLOSIVE GROWTH.


Forecasts for CRM spending (in billions)

6. USING ANALYTICAL CRM TO ENCHANCE DECISIONS.
> Operational CRM – Supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers.

> Analytical CRM – Supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.


7. CRM SUCCESS FACTORS.

CRM success factors include;
  1. Clearly communicate the CRM strategy.
  2. Define information needs and flows.
  3. Build an integrated view of the customer.
  4. Implement in iterations.
  5. Scalability for organisational growth.








End of Chapter 11,  Niaathirah xx
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