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Learning Objectives
You should be able to:
Discuss the strategic importance of Customer Relationship Management (CRM). Describe the components of a CRM initiative. Discuss the implementation procedures used for CRM programs. Describe how information is used to create customer satisfaction and greater profits for the firm.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
Introduction
Finding a new customer costs five times as much as keeping an old customer
Customer relationship management (CRM) is associated with automated transaction and communication applications. Increased automated interactions will lead more organizations to find they must continue to identify and develop new value for customer relationships
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
Relationship marketing or permission marketing- customers select the type and time of communication. Requires software and customer participation Cross-Selling- Additional products are sold as the result of an initial purchase (e.g., e-mails from Amazon.com describing other books bought by people).
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
Customer Defection Analysis- methods to retain customers. Churn reduction- reducing customer defections. Personalizing Customer Communications- understanding
customers, their behaviors, and their preferences allows firms to customize communications aimed at specific groups of customers.
Clickstream, how a customer navigates a Web site can help tailor a Web sites images, ads, or discounts. Event-Based Marketing- Offering individual promotions tied to
specific events to offer the right products & services to customers at Principles of Supply the right time. Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 8
2005 Thomson Business and Professional Publishing
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Step 3- Select the Right Application and Provider- Find an appropriate application and determine the extent of customization (adaptation).
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Step 5- Establish Performance Measures- Measuring performance allows the firm to:
Determine if objectives have been met Compare actual to planned = variance
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Siebel Systems
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan. 2005 Thomson Business and Professional Publishing
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