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1、customer relationship managementsharon crost 11/6/2021 slide: 2sharon crost crostfree.fr mobile: +33.686.17.8592 sharon crost enthusiastically leads a role in the worlds of enterprise and entrepreneur. in the enterprise world, sharon has worked for the large companies of ibm and hewlett-packard in f

2、inance, marketing and information technology. her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise systems, to managing international marketing pro

3、grams to managing international technology and e-business teams. as an entrepreneur, sharon has started up two diverse small businesses in the u.s. - a customized travel service and an organic vegetable farm. sharons appreciation of the mountains has brought her to grenoble, france where she current

4、ly works as an independent consultant.sharon crost 11/6/2021 slide: 3class scheduleto be finalizedsharon crost 11/6/2021 slide: 4instructor sharon crostcrostfree.frmobile: +33.686.17.8592text:dych, jill. the crm handbook: a business guide to customer relationship management, boston: addison-wesley,2

5、001.sharon crost 11/6/2021 slide: 5presentation of course -outlinelcrm overview what is crmcrm as a business toolstrategic crmltechnology technology frameworkinfrastructure alternativeslmanaging crm projects and follow-up analyzing the datameasuring resultsongoing improvementlapplying crm to busines

6、s cases and student projects applying crm and reviewstudent projectscourse discussion/evaluationsharon crost 11/6/2021 slide: 6presentation of course (style)lactive!linteractive discussionlcases to apply learninglpractical vs. theoreticallinstructor ideas, facilitation, resources sharon crost 11/6/2

7、021 slide: 7presentation of course evaluationlindividual evaluation based on student participation and understanding of crm conceptssharon crost 11/6/2021 slide: 8crm student projectlbusiness objectivelcrm strategy to meet the business objectivelinfrastructure and process supporting the crm strategy

8、longoing management of the programlbusiness results and follow-upsharon crost 11/6/2021 slide: 9introductionsusing post-it paper list three of each:lwhat i know about crm (3 thoughts on 3 separate pieces of paper) lwhat i want to know about crm (3 thoughts on 3 separate pieces of paper) sharon crost

9、 11/6/2021 slide: 10discussion case #1 computer onlinemichael shmichael is purchasing a personal computer from hakr computers online. describe the customers purchase experience, the vendors sales experience and the relationship between customer and vendorsharon crost 11/6/2021 slide: 11discussion ca

10、se #1 computer onlinecustomer perspectivelselect the productquality, price, availability, functionalitylpurchase producteasy process, quick delivery, online delivery info, payment termsluse and learnassemble parts, instructions, features, new information, upgradeslongoing supporttechnical support, s

11、ales supportsharon crost 11/6/2021 slide: 12discussion case #1 computer onlinevendor perspectivelprovide product information/marketingquality, price, availability, functionalitylefficient purchase processeasy process, quick delivery, online delivery info, payment termslclient knowledgerepeat buy, pr

12、oduct feedbacklrevenues, profit, customer satisfactionreturn on investment, customer retention, profit, customer sharesharon crost 11/6/2021 slide: 13discussion case #1 computer onlinerelationship customer and vendorlproduct infoweb search, preferences, comparisons, pop-ups, live customer support, e

13、xclusive infolpurchasesonline view, stored address info, auto paymentslshared knowledgepreferences, license or consumables info, lincreased customer value!satisfied customer, loyalty, advocate, sharon crost 11/6/2021 slide: 14definitions and termscrm: the infrastructure and process that allows you t

14、o manage customer interaction and increase customer value and profitsharon crost 11/6/2021 slide: 15general termsle-commercelenterprise crm (sometimes e-crm)lfront office/back officeloperational crm (front office sales force, call center)lbrick-and-mortar companieslcustomer touch pointlsales force a

15、utomationlup-sellingsharon crost 11/6/2021 slide: 16marketing termslattrition/churnlclosed-loop marketing campaignslcustomer profiling/segmentationlb2b/b2clcampaign managementlopt-in/opt outlpermission marketingsharon crost 11/6/2021 slide: 17internet/technology termslcookielclickstreamlasplscreen p

16、oplcyberagents (animation)ldata warehouse/data martsldata mining (predictive analysis)lintegrated databaselautomated workflowsharon crost 11/6/2021 slide: 18analytical crmlcustomer value measurementlaffinity analysis (burgers/fries)lprospect qualificationlnext-sequential-purchase analysislchurn anal

17、ysis and predictionlpropensity to buy modelinglcustomer segmentationlpartner contribution measurementlcustomer profilingsharon crost 11/6/2021 slide: 19crm conceptual modelincreased customer knowledgeincreased customer valueincreased operational efficiency and effectivenessincreased customer loyalty

18、 and customer baseincreased profits and satisfactionsharon crost 11/6/2021 slide: 20crm conceptual modelincreased customer knowledgeincreased customer valueincreased operational efficiency and effectivenessincreased customer loyalty and customer baseincreased profits and satisfactiongather datasegme

19、nt/profileanalyze datacustomize and optimize offercustomize interactionoptimize programscreate targeted campaignscreate efficient infrastructure and processdivest unprofitable customerscreate customer care programscreate feedback loopsharon crost 11/6/2021 slide: 21summary and questions lwhat you kn

20、ow about crmldiscussion on how crm workslcrm termslcrm conceptual modelsharon crost 11/6/2021 slide: 22crm business caseslbusiness objectivelcrm strategy to meet the business objectivelinfrastructure and process supporting the crm strategylongoing management of the programlbusiness results and follo

21、w-upsharon crost 11/6/2021 slide: 23discussion business objectivehow much are you willing to pay for customer satisfaction?sharon crost 11/6/2021 slide: 24discussion crm strategy to support business objectivedo you want a relationship with your vendors? why or why not?sharon crost 11/6/2021 slide: 2

22、5rlwww.crm-sharon crost 11/6/2021 slide: 26summary and questionslwhat you know about crmldiscussion on how crm workslcrm termslcrm conceptual modellbusiness objectivelcrm strategysharon crost 11/6/2021 slide: 27discussion - operational processyou are the operations manager of a typical small manufac

23、turing company. describe your customer touch points and discuss how crm could improve operational processes.sharon crost 11/6/2021 slide: 28customer touchpointsdeliverycall centerhotlinee-maildirect marketingstore purchasesales repfinancesurveyorder processingweb sitefeedback processessharon crost 1

24、1/6/2021 slide: 29business operationsmarketingfinancesalescall centerdeliveryorderspartnermgmtpurchasingactivity mgmtcontact mgmtcampaign mgmtcall center analysispricingconfigurationpartner analysissupplier evalsharon crost 11/6/2021 slide: 30crm - scm - erpsupply chain managementcustomer relationsh

25、ip managemententerprise resource planningorder entrydistributionprocurementproductionlogisticsinventoryfinance/acctghuman resourcesdemand planningmanufacturingplanning/schedulingsupply planninglogistics planningsupplier managementlead generationqualificationcustomisationquotation/cost mgmtorder proc

26、essingdeliveryservice/supportmarketingcampaign managementmanage business transactionssupply products or servicescustomer interactionssharon crost 11/6/2021 slide: 31contact information - examplesharon crost 11/6/2021 slide: 32technology framework - discussionyou are the it manager of a typical small

27、 manufacturing company. describe your current technology infrastructure and how crm could become a more valuable part of this infrastructure. sharon crost 11/6/2021 slide: 33logical flowbusiness objectiveinfrastructureprocesses &outputsstrategy to meet objectivecustomersharon crost 11/6/2021 sli

28、de: 34infrastructure alternativesdatabasedatadatabasedatacontact management crm systemcall center crm systemsharon crost 11/6/2021 slide: 35infrastructure alternativesintegrated data warehouseapplication serverweb servere-mail serverdata martdata martdata martdata martdata martdata martsharon crost

29、11/6/2021 slide: 36analyzing crm data - discussionyou are the crm manager for hakrs computers online and you have created a new crm system to collect whatever data you need to increase the business profitability. describe your data analysis methods.sharon crost 11/6/2021 slide: 37analyzing crm datar

30、esults analysiscurrentactivitypredictive analysisprospect qualificationaffinity analysis (fries with burgers)churn analysis and predictionpropensity to buy modelingcustomer profilingnext-sequential-purchase analysispropensity to buyclickstream analysiscustomer supportrevenue analysischannel analysis

31、customer value measurementcustomer segmentationpartner contribution measurementcustomer profilingsharon crost 11/6/2021 slide: 38managing crm projects - discussionyou are the project manager for a crm project and you have just found out that the project will take 2 months longer than planned, and co

32、st 200k euros more than planned. how do you explain this to your boss?sharon crost 11/6/2021 slide: 39crm project managementfunctionalitytimeresourcessharon crost 11/6/2021 slide: 40project managementlproject objectiveltask outline: what, who, link taskslon budgetcost estimates, track cost to estima

33、telon timetime schedule, beginning, end, durationlplan meets objective measure resultslrisk mangementsharon crost 11/6/2021 slide: 41measuring results/follow-up - discussionyou are the program manager for a crm program and you need to present your results and next steps to your boss. what are good m

34、easures? what do you recommend for a follow-up?sharon crost 11/6/2021 slide: 42smart metricslspecificlmeasurablelactionablelrelevantltimelysharon crost 11/6/2021 slide: 43follow-uplclosed-looplmilestoneslrisks and risk managementlongoing processlfuture advancessharon crost 11/6/2021 slide: 44summary

35、 and questionslwhat you know about crmldiscussion on how crm workslcrm termslcrm conceptual modellbusiness objectivelcrm strategyloperational processesltechnology/infrastructurelanalyzing datalmanaging projectslmeasuring results and follow-upsharon crost 11/6/2021 slide: 45trendslprocess and infrast

36、ructure customer-driven (not internally driven)lcrm buy-in comes from the top of the organizationlroi needs to be justified (too much hype)llong-term versus short term strategic viewlintegration of information (versus single function solutions)lcrm is not just about the technologysharon crost 11/6/2

37、021 slide: 46privacy/legalllegal issues vary from country to countrylculture is a key considerationlseek legal advice and keep up with changesldescribe clearly your privacy policy , and/or what you will do with the information, and hold true to your commitmentssharon crost 11/6/2021 slide: 47class p

38、rojectlselect a company currently undergoing a crm project or with a business objective that can be solved with a crm projectlcreatively propose a crm solution using the following framework:business objectivecrm strategy to meet the business objectiveinfrastructure and process supporting the crm str

39、ategyongoing management of the programbusiness results and follow-uplyour project is to be presented/discussed on the last course day.lyou are graded on the following:demonstrate understanding or crm conceptsyour project meets the stated business objectiveproject is organized, interesting, insightfu

40、l and creativesharon crost 11/6/2021 slide: 48project notesldiscuss your assumptionsldescribe customer touchpointslpresent proposed roildiscuss how the solution could be managed using resources, timeframe and functionalityldescribe how your project aligns with crm trendslshow graphics of a proposed

41、process flow or infrastructuresharon crost 11/6/2021 slide: 49business case practice you are the crm manager of digital cameras online and you need to increase your sales by 25% for the year 2003. you have a very large customer base and would like to be more efficient in getting and keeping customer

42、s? you have discovered that your competitors are starting to email new product info to clients. you have started using customer information databases but dont yet have a campaign strategy. describe the business objective, crm objective and a creative crm program to meet your business objective. shar

43、on crost 11/6/2021 slide: 50business case study - hplcebit march 2002, germanyllarget euro tradeshowlbusiness and technology orientedlin person-attendance averages several hundred thousands (700 thousand this year)lgerman web team antje lindnersharon crost 11/6/2021 slide: 51executive summarylbusine

44、ss objective: increase awareness of products, particularly new products leading to eventual increased sales lcrm strategy: create a closed-loop marketing campaign on the web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpush product informat

45、ion to customerssharon crost 11/6/2021 slide: 52executive summary (continued)linfrastructure and process:create exciting web pagesaudio streaminglocal djs to promote productssms newscastcreate game to get registrationsdatabase of customer infolongoing management of the program:program and marketing

46、mgr involvementtechnology support and reviewlbusiness results and follow-up:business results presentedpresentation communicated and saved for next yearsharon crost 11/6/2021 slide: 53objectiveincrease awareness of products, particularly new products leading to eventual increased salesincreased aware

47、ness leads to increased salesawareness can be leveraged to sales of existing productsexcitement and creativity in the awareness-building can lead to increased customer excitement and valuesharon crost 11/6/2021 slide: 54crm strategylcrm strategy: create a closed-loop marketing campaign on the web:se

48、gment customersget more customers to the siteincrease page views on the sitegather customer informationpush product information to customerssharon crost 11/6/2021 slide: 55segmenting customerspre-selected those attending or interested in cebit showgerman speaking targeted (germany, austria, switz)te

49、chnology oriented early adopterssharon crost 11/6/2021 slide: 56customer segments lhigh volume hardwarelhigh value outsourcinglcustomized solutions (sap)sharon crost 11/6/2021 slide: 57get more customers to the sitedirect mail campaignadvertisingpress activitysharon crost 11/6/2021 slide: 58increasi

50、ng page viewscreate an informative and interesting website focused on the segmented customerssharon crost 11/6/2021 slide: 59gather customer informationcreate a web game that interests customers and motivates them to submit customer informationsharon crost 11/6/2021 slide: 60push product info to cus

51、tomerscreate an innovative web radio streaming, using local djs to talk about products as advocates and to push product info to customerssharon crost 11/6/2021 slide: 61mapping to modelincreased customer knowledgeincreased customer valueincreased operational efficiency and effectivenessincreased cus

52、tomer loyalty and customer baseincreased profits and satisfactioncollect customer registrationscollect feedback from customerscollect info on which technique (web/radio/game) customers preferredgame to keep customers coming backnew interaction via web radio and gamepositive customer experiences with

53、 companyclosed-loop campaign (repeat next year)leverage infrastructure focus on those that “opt-in”word of mouth to friends/ colleaguesestablish new interactionssharon crost 11/6/2021 slide: 62ongoing management of the programlprogram manager and marketing mgr assigned to program with certain budget

54、 and agencies identified. timeframe was critical (to be ready for cebit) and was the most constrained criterialtechnology was optimized and functionality was based on time available. technology support and review was available throughout the cebit programsharon crost 11/6/2021 slide: 63results: webs

55、iteobjective: page viewsinformative, interestingsharon crost 11/6/2021 slide: 64results: gameobjective: registrationshigh tech,funsharon crost 11/6/2021 slide: 65results: web radioobjective: listenersinformative, relaxsharon crost 11/6/2021 slide: 66resultslresults communicatedlwork materials saved

56、for next years campaignldata entered into customer databaselfeedback saved for next years campaignsharon crost 11/6/2021 slide: 67mapping to modelincreased customer knowledgeincreased customer valueincreased operational efficiency and effectivenessincreased customer loyalty and customer baseincrease

57、d profits and satisfactioncollect customer registrationscollect feedback from customerscollect info on which technique (web/radio/game) customers preferredgame to keep customers coming backnew interaction via web radio and gamepositive customer experiences with companyclosed-loop campaign (repeat ne

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