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

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Social Media & Customer Relationship RTV 4800: Telecom Planning and Operations 1 Management (CRM) Presented by Miao Melissa Guo
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Agenda circle6 What is Customer Relationship Management? circle6 What is social CRM? circle6 Why is social CRM receiver so much circle6 Why is CRM receive so much attention? circle6 Is CRM really new? 2 MORE attention today? circle6 Successful cases
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What is CRM? Customer: circle6 Focus is on the customer circle6 Customer is the source of revenues and profits Relationship: We care about a dynamic exchange. circle6 circle6 Need to understand links between customer and firm. Management: circle6 Ongoing activity (acquisition, retention, and enhancement) circle6 Management is about maintenance and improvement 3
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What is CRM? circle6 CRM relates Marketing, IT, and a shareholder perspective to create value throughout the customer lifecycle. 4
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What is CRM? circle6 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? circle6 Account Balances – Income circle6 Mortgage payment circle6 Insurance Needs – family structure circle6 Consumption patterns from a Credit Card ring4 Where you travel, when, on what airlines, to which hotels ring4 What restaurants you eat at ring4 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: circle6 Customers Marketplaces circle6 circle6 Technology circle6 Marketing processes 7
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Why All the Interest?
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