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CRM: WEEK 3 (1/23 – 1/27)

CRM: WEEK 3 (1/23 – 1/27). Last Week Highlights: Definitions of CRM Difference between CRM & DBM Where CRM Adds Value CRM Modules - Overview Sales Force Automation Call Center Operations Marketing Automation Components of Trust Operational vs. Analytical CRM.

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CRM: WEEK 3 (1/23 – 1/27)

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  1. CRM: WEEK 3 (1/23 – 1/27) • Last Week Highlights: • Definitions of CRM • Difference between CRM & DBM • Where CRM Adds Value • CRM Modules - Overview • Sales Force Automation • Call Center Operations • Marketing Automation • Components of Trust • Operational vs. Analytical CRM

  2. CRM: WEEK 3 (1/23 – 1/27) • Monday (1/23) Objectives: • Loyalty – Attitudinal vs. Behavioral • Learning Relationships – enable the Enterprise to develop more personalized and collaborative interactions with individual customers • IDIC Model – identifying, differentiating, interacting, and customizing. • Trust and the Learning Relationship

  3. CRM: Monday 1/23/06 • Loyalty – Attitudinal vs. Behavioral • Attitudinal/Perceptual/Emotion • Behavior/Transaction/Repeat Purchase • Both with CRM • Life-Time Value • More relevant than loyalty • Both factors • Annuity

  4. CRM: Monday 1/23/06 • Learning Relationships – enable the Enterprise to develop more personalized and collaborative interactions with individual customers • IDIC Model – • Identify Customers – not just initially • Differentiate Customers - segmentation • Interact with Customers – communitcation/iterative • Customize Treatment – learning/adapt

  5. CRM: Monday 1/23/06 • Trust and the Learning Relationship • External with Customers and Internal with employees • Internal critical in implementation • Trust is the currency of all commerce. • Trusted agent.

  6. CRM: WEEK 3 (1/23 – 1/27) • Wednesday (1/25) Objectives: • Identifying Customer – BTC & BTB • Necessary Data • Customer Profitability • Life Time Value – Calculation & Use

  7. CRM: WEEK 3 (1/23 – 1/27) • Friday (1/27) Objectives: • Use of LTV and Value to the Firm • Discuss SAS Marketing Automation Article • Marketing Automation for ID • Marketing Automation for Most Profitable Customer

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