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E-Business Customer Relationship Management

E-Business Customer Relationship Management. William R. Mussatto CyberStrategies, Inc. mussatto@csz.com 12/2/00. Customer Relationship Management Topics. Overview Personalization Ongoing Dialogue with Customers Understanding Customer Needs More Efficient Marketing

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E-Business Customer Relationship Management

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  1. E-BusinessCustomer Relationship Management William R. Mussatto CyberStrategies, Inc. mussatto@csz.com 12/2/00

  2. Customer Relationship ManagementTopics • Overview • Personalization • Ongoing Dialogue with Customers • Understanding Customer Needs • More Efficient Marketing • Linking Customers with Internal Departments

  3. Customer Relationship Management Overview • Most customers are web-proficient • Use Web as means to deliver personalized content to customers • highly targeted marketing and advertising • Customer access to company data • order status • account info • technical support / help desk pyramid

  4. CRM Overview • Objectives: • Create value for customers that translates into: • loyal and profitable customer relationships • Delight and anticipate customer needs • Customer Acquisition • Customer Development • Customer Retention

  5. CRM Overview Source: IBM / Siebel CRM Presentation

  6. CRM OverviewFour Elements • Know • understand your markets and customers • Target • selecting markets, customers, products, services • Sell • acquire the customers • Service • retain the customers

  7. CRM OverviewFirst Stage • From product-focus to customer-focus • Define market strategy from outside-in not inside-out • Needs-based market segmentation • Measuring customer satisfaction

  8. CRM OverviewSecond Stage • Integrated, Internet-enabled CRM • Customer Experience Chain (Lifecycle) • searching for • buying • using • replacing • Monitor and Manage the Customer Interface Across Whole Chain

  9. Personalization • Delivering Dynamic Content based on • user preferences • user behavior • user demographics • Usually Requires User to Register • username / password • alternative: cookie. • specification of preferences/interests

  10. PersonalizationExamples • My Yahoo • add / remove content from two columns • effectively create your own newspaper • change order of presentation • linked to other services: email • My Netscape • three columns • channels

  11. Ongoing Dialogue • Allowing Customers to Ask Questions and Provide Feedback • filling out forms: structured feedback • tracking the correspondence • Providing FAQ Databases • frequently asked questions • Facilitating E-mail at Every Turn

  12. Understanding Customer Needs • Via the Web, you can ask them! • see previous section • but must ask in a structured way • Using Business Intelligence tools, you can infer their needs • mining your own data on what they are looking for and what they are using • mining the web to see what the competition is doing

  13. Understanding Customer NeedsBenefit of CRM "Customer understanding targets propensity to buy" "Relationship management increases propensity to buy from you"

  14. More Efficient Marketing • Tie Customer Feedback to New Offerings • focus, focus, focus • Dynamically Reconfigure the Web Journey • based on your gleaned business intelligence • warning: don’t be so dynamic that you undermine the customer’s sense of stability

  15. Linking Customers with Internal Departments • Customer Service • Sales and Marketing • Technical Support • Accounting • Upper Management Everyone gets involved in customer service

  16. Linking Customers with Internal Departments • Issues: • Integration of Internal Data Resources with the Web • Security • Web Literacy

  17. Source: IBM White Paper on CRM

  18. Summary • For more info on CRM • http://www.crm-forum.com/ • On CRM-enabling technology • http://www.ibm.com

  19. Class Problem • Pick an industry (e.g, a bank, a hard disk maker). • Outline a site (i.e., list what web pages would be needed) to support customers who needed only information. • What kind of security would the bank site need? • Take about 15 minutes.

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