ch09 - CHAPTER 9 Customer Relationship Management CHAPTER...

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CHAPTER 9 Customer Relationship Management
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CHAPTER OUTLINE 9.1 Defining Customer Relationship Management 9.2 Operational Customer Relationship Management 9.3 Analytical Customer Relationship Management 9.4 Other Types of Customer Relationship Management Applications
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LEARNING OBJECTIVES Define customer relationship management and discuss the objectives of CRM. Describe operational CRM and its major components. Describe analytical CRM. Discuss mobile CRM, on-demand CRM, and open-source CRM.
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Chapter Opening Case
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From Neighborhood Stores……. Personal
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To Today…. . Impersonal Giant malls The Web Mobile population
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Customer Intimacy? Your customer You Your competition Your problem
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The Need for CRM It costs six times more to sell to a new customer than to sell to an existing one. A typical dissatisfied customer will tell 8-10 people. By increasing the customer retention rate by 5%, profits could increase by 85%. Odds
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This note was uploaded on 10/15/2011 for the course M I S 204 taught by Professor Yvonnegreewood during the Fall '07 term at Penn State.

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ch09 - CHAPTER 9 Customer Relationship Management CHAPTER...

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