12CRMstudyguide

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Unformatted text preview: Day
13—Building
a
Customer‐Centric
Organization‐‐CRM
 
 I. Learning
from
the
text
 a. Before
class
reading
assignment
 i. Read
Chapter
11:
Building
a
Customer‐Centric
Organization
‐
CRM
 ii. Complete
the
LISP
Case
(Part
A).
Come
prepared
ready
to
discuss
it.
 
 II. Learning
in
Class

 i. Tools
and
practices
necessary
for
the
organization
to
get
the
most
benefits
from
 CRM.
 ii. Learning
from
the
data
 
 III. Learning
Objectives
 i. Understand
operational
and
analytical
CRM
 ii. Understand
primary
forces
driving
the
explosive
growth
of
CRM
 iii. Define
the
relationship
between
decision
making
and
analytical
CRM
 iv. Define
CRM
success
factors.

 
 IV. Key
Terms
 a. CRM
(customer
relationship
management)
 b. RFM
(recency,
frequency,
monetary
value)
 c. Reporting
 d. Analyzing
 e. Predicting
 f. operational
CRM
 g. analytical
CRM
 h. personalization
 i. CRM
success
factors
 ...
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This document was uploaded on 02/17/2012.

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