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课件网) Chapter 4 Customer Relationship Management Introduction Learning Objectives Defining CRM Customer Relationship Framework Scope and Evolution of CRM Core Modules of CRM Technology and CRM Electronic Point of Sale Electronic Point of Service Web-Interface From Call Centres to Interaction Centres Interactive Voice Response System (IVRS) Mobile GPRS, 3G... Levels of CRM Operational CRM Analytical CRM Recap Chapter 4: Customer Relationship Management After going through this chapter, the students will be able to: Understand the Concept of Customer Relationship Management Explain the Scope of CRM Understand Various Technologies Used for Customer Interface Differentiate between Operational CRM and Analytical CRM Learning Objectives In today’s era of global meltdown, the companies are striving hard to survive. The only strategy for viability is to retain the existing customers. Developing close and cooperative relationship with the customers is more important in such a situation. In this unit, we shall further extend the concept of Customer Relationship Management (CRM). Introduction “CRM is an approach implemented by an organization which integrates its strategy, business processes and functionalities to build up, to maintain and to expand relationships with the customers.” Defining CRM CRM Approach CRM is a Comprehensive and Integrated Approach which provides integration of every area of business like Marketing, Product Design, Service, Complaint Management etc. Integrated Approach to CRM Customer Relationship Framework Scope and Evolution of CRM Sales Management Module Marketing Management Module Service Management Module Core Modules of CRM Technology has also changed the way the customer interacts with the organization. The touch points have grown and matured from the age old personal contacts to interactive and technology-driven methods. Technology and CRM Some of the technologies and technical interfaces available in the market which have been successfully integrated with CRM systems are as follows: Electronic Point of Sale Electronic Point of Service Web-Interface From Call Centres to Interaction Centres Interactive Voice Response System (IVRS) Mobile GPRS, 3G... The Technologies Used The Interaction Centres Operational CRM takes care of individual transactions and is used by operational staff. Interactions by the customers are stored in the database and the same are used later by Service, Sales and Marketing staff for operational decisions. Operational CRM processes customer data for a variety of purposes such as: Customer Service Management Managing campaigns Enterprise Marketing Automation Sales Force Automation Sales Management System Operational CRM Analytical CRM is the use of analysis and reports of historic data captured over a period of time to take decisions by the senior management on ‘what should happen’. The reports give information regarding the present capability ... ...
