Ch18_NE - Customer Relationship Management Chapter 18...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Customer Relationship  Management Chapter 18
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Define customer relationship  management. 1. Explain how to establish customer  relationships within the organization. 2. Explain how to establish and manage  interactions with the current customer  base. 3. Outline the process of acquiring and  capturing customer data.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 5.  Describe the use of technology to store  and integrate customer data. 6.  Describe how to analyze data for  profitable and unprofitable segments. 7. Explain the process of leveraging and  disseminating customer information  throughout the organization.
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Customer Relationship  Management A company-wide business strategy  designed to optimize profitability,  revenue, and customer satisfaction by  focusing on highly defined and precise  customer groups.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Accomplishing Customer  Relationship Management Link all processes of the company from its  customers through its suppliers Foster customer-satisfying behaviours    Encourage and track customer interaction with the company Organize the company around  customer segments
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Customer Relationship  Management Cycle Exhibit 18.1
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Key Assumptions in  Implementing CRM Customers take center  stage in any organization. Business must focus on the day-to-day  management of the customer  relationship across all points of  customer contact.
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Customer-Centric Focus The company customizes its  product and service offering based  on data generated through  interactions between the customer  and the company.
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9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Establishing Customer  Relationships Creates customized products and services  based on data generated through  interactions
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Ch18_NE - Customer Relationship Management Chapter 18...

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