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1、CustomerRelationshipManagement GrenobleEcoledeManagementOctober2003 SharonCrost6 3 2020Slide 2 SharonCrostcrost free frmobile 33 686 17 8592 SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur IntheEnterpriseworld SharonhasworkedforthelargecompaniesofIBMandHewlett PackardinFi
2、nance MarketingandInformationTechnology Herpassionforthehi techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects toconsultingonenterprisesystems tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande
3、 businessteams Asanentrepreneur SharonhasstarteduptwodiversesmallbusinessesintheU S acustomizedtravelserviceandanorganicvegetablefarm Sharon sappreciationofthemountainshasbroughthertoGrenoble Francewhereshecurrentlyworksasanindependentconsultant SharonCrost6 3 2020Slide 3 ClassSchedule SharonCrost6
4、3 2020Slide 4 Instructor SharonCROSTcrost free frmobile 33 686 17 8592text Dych Jill TheCRMHandbook ABusinessGuidetoCustomerRelationshipManagement Boston Addison Wesley 2001 SharonCrost6 3 2020Slide 5 PresentationofCourse Outline CRMOverviewWhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnology
5、FrameworkInfrastructureAlternativesManagingCRMprojectsandFollow upAnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion evaluation SharonCrost6 3 2020Slide 6 PresentationofCourse style ACTIVE Interactivediscu
6、ssionCasestoapplylearningPracticalvs TheoreticalInstructor ideas facilitation resources SharonCrost6 3 2020Slide 7 PresentationofCourse evaluation IndividualevaluationbasedonstudentparticipationandunderstandingofCRMconcepts SharonCrost6 3 2020Slide 8 CRMStudentProject BusinessObjectiveCRMstrategytom
7、eetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow up SharonCrost6 3 2020Slide 9 Introductions Using post it paperlistthreeofeach WhatIknowaboutCRM 3thoughtson3separatepiecesofpaper WhatIwanttoknowaboutCRM 3thoughtson3separate
8、piecesofpaper SharonCrost6 3 2020Slide 10 DiscussionCase 1 computeronline MichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline Describethecustomer spurchaseexperience thevendor ssalesexperienceandtherelationshipbetweencustomerandvendor SharonCrost6 3 2020Slide 11 DiscussionCase 1 com
9、puteronline CustomerPerspectiveSelecttheProductquality price availability functionalityPurchaseProducteasyprocess quickdelivery onlinedeliveryinfo paymenttermsUseandLearnassembleparts instructions features newinformation upgradesOngoingSupporttechnicalsupport salessupport SharonCrost6 3 2020Slide 12
10、 DiscussionCase 1 computeronline VendorPerspectiveProvideProductInformation Marketingquality price availability functionalityEfficientPurchaseProcesseasyprocess quickdelivery onlinedeliveryinfo paymenttermsClientKnowledgerepeatbuy productfeedbackRevenues Profit CustomerSatisfactionreturnoninvestment
11、 customerretention profit customershare SharonCrost6 3 2020Slide 13 DiscussionCase 1 computeronline Relationship CustomerandVendorProductinfowebsearch preferences comparisons pop ups livecustomersupport exclusiveinfoPurchasesonlineview storedaddressinfo autopaymentsSharedKnowledgepreferences license
12、orconsumablesinfo IncreasedCustomerValue satisfiedcustomer loyalty advocate SharonCrost6 3 2020Slide 14 DefinitionsandTerms CRM theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofit SharonCrost6 3 2020Slide 15 GeneralTerms e commerceenterpriseCRM someti
13、mese CRM Frontoffice backofficeOperationalCRM frontoffice salesforce callcenter Brick and mortarcompaniesCustomerTouchpointSalesForceAutomationUp selling SharonCrost6 3 2020Slide 16 MarketingTerms Attrition ChurnClosed loopmarketingcampaignsCustomerprofiling segmentationB2B B2CCampaignmanagementopt
14、in optoutpermissionmarketing SharonCrost6 3 2020Slide 17 Internet TechnologyTerms CookieClickstreamASPscreenpopcyberagents animation Datawarehouse datamartsDataMining predictiveanalysis IntegratedDatabaseAutomatedWorkflow SharonCrost6 3 2020Slide 18 AnalyticalCRM CustomerValueMeasurementAffinityanal
15、ysis burgers fries ProspectqualificationNext sequential purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofiling SharonCrost6 3 2020Slide 19 CRMconceptualmodel SharonCrost6 3 2020Slide 20 CRMconceptualmodel gatherdatasegment
16、 profileanalyzedata customizeandoptimizeoffercustomizeinteractionoptimizeprograms createtargetedcampaignscreateefficientinfrastructureandprocessdivestunprofitablecustomers createcustomercareprogramscreatefeedbackloop SharonCrost6 3 2020Slide 21 SummaryandQuestions WhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodel SharonCrost6 3 2020Slide 22 CRMBusinessCases BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementof
