crm - RTV 4800: Telecom Planning and Operations Social...

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Social Media & ustomer Relationship RTV 4800: Telecom Planning and Operations 1 Customer Relationship Management (CRM) Presented by Miao Melissa Guo
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Agenda c What is Customer Relationship Management? c What is social CRM? c Why is social CRM receiver so much c Why is CRM receive so much attention? c Is CRM really new? 2 MORE attention today? c Successful cases
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What is CRM? Customer: c Focus is on the customer c Customer is the source of revenues and profits Relationship: c We care about a dynamic exchange. c Need to understand links between customer and firm. Management: c Ongoing activity (acquisition, retention, and enhancement) c Management is about maintenance and improvement 3
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What is CRM? c CRM relates Marketing, IT, and a shareholder perspective to create value throughout the customer lifecycle. 4
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What is CRM? c CRM relates Marketing, IT, and a shareholder perspective to create value throughout the customer lifecycle. 5
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Customer Information is Key What does your financial services company know about you? c Account Balances – Income c Mortgage payment c Insurance Needs – family structure c Consumption patterns from a Credit Card r Where you travel, when, on what airlines, to which hotels r What restaurants you eat at r Where you buy books and clothes What about your grocer? What value might this information have? 6
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Why All the Interest? Many companies view CRM as a means to deal with recent broad changes in: c Customers c Marketplaces c Technology c Marketing processes 7
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Why All the Interest? How have customers changed?
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This note was uploaded on 11/07/2011 for the course RTV 4506 taught by Professor Garycorbittmiaomelissaguo during the Fall '10 term at University of Florida.

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crm - RTV 4800: Telecom Planning and Operations Social...

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