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1、Customer Relationship ManagementGrenoble Ecole de Management October 20031Sharon 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 Hewlett-
2、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 m
3、arketing 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 wher
4、e she currently works as an independent consultant.DateClass ScheduleTo Be FinalizedDateInstructor Sharon CROST crostfree.fr mobile: +33.686.17.8592text: Dych, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: Addison-Wesley,2001.DatePresentation of Course -Outlin
5、elCRM Overview What is CRMCRM as a Business ToolStrategic CRMlTechnology Technology FrameworkInfrastructure AlternativeslManaging CRM projects and Follow-up Analyzing the dataMeasuring ResultsOngoing improvementlApplying CRM to business cases and student projects Applying CRM and ReviewStudent Proje
6、ctsCourse Discussion/evaluationDatePresentation of Course (style)lACTIVE!lInteractive discussionlCases to apply learninglPractical vs. TheoreticallInstructor ideas, facilitation, resources DatePresentation of Course evaluationlIndividual evaluation based on student participation and understanding of
7、 CRM conceptsDateCRM Student ProjectlBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process supporting the CRM strategylOngoing Management of the programlBusiness Results and Follow-upDateIntroductionsUsing post-it paper list three of each:lWhat I know about CRM (3
8、 thoughts on 3 separate pieces of paper) lWhat I want to know about CRM (3 thoughts on 3 separate pieces of paper) DateDiscussion Case #1 computer onlineMichael Shmichael is purchasing a personal computer from HAKR Computers Online. Describe the customers purchase experience, the vendors sales exper
9、ience and the relationship between customer and vendorDateDiscussion Case #1 computer onlineCustomer PerspectivelSelect the Productquality, price, availability, functionalitylPurchase Producteasy process, quick delivery, online delivery info, payment termslUse and Learnassemble parts, instructions,
10、features, new information, upgradeslOngoing Supporttechnical support, sales supportDateDiscussion Case #1 computer onlineVendor PerspectivelProvide Product Information/Marketingquality, price, availability, functionalitylEfficient Purchase Processeasy process, quick delivery, online delivery info, p
11、ayment termslClient Knowledgerepeat buy, product feedbacklRevenues, Profit, Customer Satisfactionreturn on investment, customer retention, profit, customer shareDateDiscussion Case #1 computer onlineRelationship Customer and VendorlProduct infoweb search, preferences, comparisons, pop- ups, live cus
12、tomer support, exclusive infolPurchasesonline view, stored address info, auto paymentslShared Knowledgepreferences, license or consumables info, lIncreased Customer Value!satisfied customer, loyalty, advocate, DateDefinitions and TermsCRM: the infrastructure and process that allows you to manage cus
13、tomer interaction and increase customer value and profitDateGeneral Termsle-commercelenterprise CRM (sometimes e-CRM)lFront office/back officelOperational CRM (front office sales force, call center)lBrick-and-mortar companieslCustomer Touch pointlSales Force AutomationlUp-sellingDateMarketing Termsl
14、Attrition/ChurnlClosed-loop marketing campaignslCustomer profiling/segmentationlB2B/B2ClCampaign managementlopt-in/opt outlpermission marketingDateInternet/Technology TermslCookielClickstreamlASPlscreen poplcyberagents (animation)lData warehouse/data martslData Mining (predictive analysis)lIntegrate
15、d DatabaselAutomated WorkflowDateAnalytical CRMlCustomer Value MeasurementlAffinity analysis (burgers/fries)lProspect qualificationlNext-sequential-purchase analysislChurn analysis and predictionlPropensity to buy modelinglCustomer segmentationlPartner contribution measurementlCustomer profilingDate
16、CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactionDateCRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty
