Chap 19 - Customer Relationship Management (CRM) CHAPTER 19...

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1 CHAPTER 19 Customer Relationship Management (CRM)
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2 Customer Relationship Management 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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3 Identify customer relationships Identify customer relationships Store and integrate Store and integrate customer data using IT customer data using IT Capture customer data Capture customer data based on interactions based on interactions Identify best customers Identify best customers Understand interactions Understand interactions with current customer base with current customer base Leverage customer Leverage customer information information Customer Relationship Management Cycle
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4 Key Points: Implementing a CRM System 1. Customers take center stage 2. Business must manage the customer relationship across all points of customer contact
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5 Knowledge About Our Customers Qualitative facts Customer actions Comments Experiential observations Collected Collected Information Information Includes: Includes:
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This note was uploaded on 10/28/2009 for the course ACG 3141 taught by Professor Graybeal during the Spring '08 term at University of Central Florida.

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Chap 19 - Customer Relationship Management (CRM) CHAPTER 19...

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