CH 2 - Customer Relationship Management A Databased...

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Unformatted text preview: Customer Relationship Management A Databased Approach V. Kumar Werner J. Reinartz Instructors Presentation Slides Chapter Two CRM Industry Landscape CRM Topics Discussed Evolution and Growth of CRM Strategic CRM vs. Functional CRM Components of the CRM Project CRM Implementation Options CRM Software and Applications Future of CRM Evolution and Growth of CRM >1990 >1996 >2002 Customer Service Support Integrated customer facing Strategic CRM ERP Integration Customer analytics Complete Web integration Scope: Service function Goals: Improve service operations Increase sales efficiency Marketing function Service function Sales function Reduce cost of interaction Increase customer retention Improve customer experience Competitive Advantage Sales force Automation 1st generation 2nd generation 3rd generation Call Center Management Front-end ( marketing, sales, service) Campaign Management Sales function Entire organization Cost reduction & Revenue growth Time-line of CRM Evolution 1 st Generation (functional CRM approach) Sales force Automation (SFA) Pre-sales functions Customer Service and Support (CSS) Post-sales functions Combined SFA/CSS market niche small Market for ERP growing CRM Evolution (contd.) 2 nd Generation (customer facing front-end approach) Similar to ERP - integration of a number of independent sub-systems into one package Customer expectations exceeded realized benefits of CRM technology 3rd Generation ( Strategic CRM) Integration of customer-facing front-end with back-end systems as well as partners and suppliers Third Generation CRM C U S T O M E R Service &...
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This note was uploaded on 11/09/2011 for the course MAR 08 taught by Professor Staff during the Spring '08 term at Youngstown State University.

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CH 2 - Customer Relationship Management A Databased...

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