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1、Customer Relationship Management,Grenoble Ecole de Management October 2003,1,Sharon Crost crostfree.fr mobile: +33.686.17.8592,Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the large companies of IBM and Hewlet
2、t-Packard in Finance, Marketing and Information Technology. Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise systems, to managing international
3、 marketing programs to managing international technology and e-business teams. As an entrepreneur, Sharon has started up two diverse small businesses in the U.S. - a customized travel service and an organic vegetable farm. Sharons appreciation of the mountains has brought her to Grenoble, France whe
4、re she currently works as an independent consultant.,Sharon Crost 8/2/2020 Slide: 2,Class Schedule,Sharon Crost 8/2/2020 Slide: 3,Instructor,Sharon CROST crostfree.fr mobile: +33.686.17.8592 text: Dych, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wes
5、ley,2001.,Sharon Crost 8/2/2020 Slide: 4,Presentation of Course -Outline,CRM Overview What is CRM CRM as a Business Tool Strategic CRM Technology Technology Framework Infrastructure Alternatives Managing CRM projects and Follow-up Analyzing the data Measuring Results Ongoing improvement Applying CRM
6、 to business cases and student projects Applying CRM and Review Student Projects Course Discussion/evaluation,Sharon Crost 8/2/2020 Slide: 5,Presentation of Course (style),ACTIVE! Interactive discussion Cases to apply learning Practical vs. Theoretical Instructor ideas, facilitation, resources,Sharo
7、n Crost 8/2/2020 Slide: 6,Presentation of Course evaluation,Individual evaluation based on student participation and understanding of CRM concepts,Sharon Crost 8/2/2020 Slide: 7,CRM Student Project,Business Objective CRM strategy to meet the business objective Infrastructure and Process supporting t
8、he CRM strategy Ongoing Management of the program Business Results and Follow-up,Sharon Crost 8/2/2020 Slide: 8,Introductions,Using post-it paper list three of each: What I know about CRM (3 thoughts on 3 separate pieces of paper) What I want to know about CRM (3 thoughts on 3 separate pieces of pap
9、er),Sharon Crost 8/2/2020 Slide: 9,Discussion Case #1 computer online,Michael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customers purchase experience, the vendors sales experience and the relationship between customer and vendor,Sharon Crost 8/2/2020 Slide:
10、 10,Discussion Case #1 computer online,Customer Perspective Select the Product quality, price, availability, functionality Purchase Product easy process, quick delivery, online delivery info, payment terms Use and Learn assemble parts, instructions, features, new information, upgrades Ongoing Suppor
11、t technical support, sales support,Sharon Crost 8/2/2020 Slide: 11,Discussion Case #1 computer online,Vendor Perspective Provide Product Information/Marketing quality, price, availability, functionality Efficient Purchase Process easy process, quick delivery, online delivery info, payment terms Clie
12、nt Knowledge repeat buy, product feedback Revenues, Profit, Customer Satisfaction return on investment, customer retention, profit, customer share,Sharon Crost 8/2/2020 Slide: 12,Discussion Case #1 computer online,Relationship Customer and Vendor Product info web search, preferences, comparisons, po
13、p-ups, live customer support, exclusive info Purchases online view, stored address info, auto payments Shared Knowledge preferences, license or consumables info, Increased Customer Value! satisfied customer, loyalty, advocate, ,Sharon Crost 8/2/2020 Slide: 13,Definitions and Terms,CRM: the infrastru
14、cture and process that allows you to manage customer interaction and increase customer value and profit,Sharon Crost 8/2/2020 Slide: 14,General Terms,e-commerce enterprise CRM (sometimes e-CRM) Front office/back office Operational CRM (front office sales force, call center) Brick-and-mortar companie
15、s Customer Touch point Sales Force Automation Up-selling,Sharon Crost 8/2/2020 Slide: 15,Marketing Terms,Attrition/Churn Closed-loop marketing campaigns Customer profiling/segmentation B2B/B2C Campaign management opt-in/opt out permission marketing,Sharon Crost 8/2/2020 Slide: 16,Internet/Technology
16、 Terms,Cookie Clickstream ASP screen pop cyberagents (animation) Data warehouse/data marts Data Mining (predictive analysis) Integrated Database Automated Workflow,Sharon Crost 8/2/2020 Slide: 17,Analytical CRM,Customer Value Measurement Affinity analysis (burgers/fries) Prospect qualification Next-sequential-purchase analysis Churn analysis and prediction Propensity to buy modeling Customer segmentation Partner contribution measurement Customer profiling,Sharon Crost 8/2/
