Operational, Analytical & Collaborative CRM Dr. Elijah Ezendu FIMC, FCIM, FIIAN, FBDI, FAAFM, FAAPM, FCCM, MIMIS, MITD, ACIArb, ACIPM, PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CSOL, CCIP, CMC

Learning Objectives At the end of this course, participants should be able to do the following: Identify key components of CRM Identify the relationship between operational CRM and analytical CRM Identify the relationship between analytical CRM and collaborative CRM Implement operational, analytical and collaborative CRM for enhancing customer value and corporate profitability

At the end of this course, participants should be able to do the following:

Identify key components of CRM

Identify the relationship between operational CRM and analytical CRM

Identify the relationship between analytical CRM and collaborative CRM

Implement operational, analytical and collaborative CRM for enhancing customer value and corporate profitability

Components of CRM

Operational CRM Operational customer relationship management facilitates and streamlines communication with customers, and connects to customer touch points.

Operational customer relationship management facilitates and streamlines communication with customers, and connects to customer touch points.

Source: Elijah Ezendu, CRM

General Areas of Operational CRM Sales Force Automation Customer Service and Support Enterprise Marketing Automation

Sales Force Automation

Customer Service and Support

Enterprise Marketing Automation

Sales Force Automation This involves the whole sales process which comprise lead generation, lead qualification, needs identification, specifications development, development of proposal, handling objections, and closing sale.

This involves the whole sales process which comprise lead generation, lead qualification, needs identification, specifications development, development of proposal, handling objections, and closing sale.

Key Tasks in Sales Automation Sales Administration Sales Forecasting Lead Management Account Management Performance Management Tracking Customer Preferences Tracking Customer Demographics Contact Management Quote Management

Sales Administration

Sales Forecasting

Lead Management

Account Management

Performance Management

Tracking Customer Preferences

Tracking Customer Demographics

Contact Management

Quote Management

Customer Service and Support This involves automation and coordination of all the service operations and customer support processes which include service requests, product returns, customer complaints, and enquiries. These services and support can be provided through contact center, call center, web portal, or face-to-face interaction at a remote location in the field.

This involves automation and coordination of all the service operations and customer support processes which include service requests, product returns, customer complaints, and enquiries. These services and support can be provided through contact center, call center, web portal, or face-to-face interaction at a remote location in the field.

Enterprise Marketing Automation This involves application of technology to marketing processes for provision of information pertaining to industry trends, macro-environmental factors and competitors. This facilitates appropriate engagement and control of campaign management, event-based marketing, cluster customer segmentation, individual customer segmentation, thereby increasing marketing efficiency.

This involves application of technology to marketing processes for provision of information pertaining to industry trends, macro-environmental factors and competitors. This facilitates appropriate engagement and control of campaign management, event-based marketing, cluster customer segmentation, individual customer segmentation, thereby increasing marketing efficiency.

Analytical CRM Analytical customer relationship management focus on blending the customer data collected in Operational CRM with data from external sources in order to ascertain key customer identities and directions required for boosting organisational and customer values.

Analytical customer relationship management focus on blending the customer data collected in Operational CRM with data from external sources in order to ascertain key customer identities and directions required for boosting organisational and customer values.

Applications of Analytical CRM Financial Forecasting Programme Evaluation Price Optimization Customer Satisfaction Evaluation Customer Satisfaction Growth Product Development Fraud Detection Risk Management Contact Optimization Sales Coverage Optimization

Financial Forecasting

Programme Evaluation

Price Optimization

Customer Satisfaction Evaluation

Customer Satisfaction Growth

Product Development

Fraud Detection

Risk Management

Contact Optimization

Sales Coverage Optimization

Impact of Analytical CRM

Relationship Between Operational and Analytical CRM Practice Strategy Customer Data New Strategy Operational CRM Process Data Analytical CRM Source: Siddiqi, Akhgar & Wise, Framework for Implementation of CRM Strategy in Retail Sector Customer Touch Points Back Office

Collaborative CRM Collaborative customer relationship management focus on exploiting interaction with customers through customer touch points for enhancing customer self service.

Collaborative customer relationship management focus on exploiting interaction with customers through customer touch points for enhancing customer self service.

Applications of Collaborative CRM Online services for enhancement of convenience and cost reduction Effective communication through many channels including automated phone, email and internet. profiling customer information during customer interaction Example: Web Page Personalization

Online services for enhancement of convenience and cost reduction

Effective communication through many channels including automated phone, email and internet.

profiling customer information during customer interaction

Example: Web Page Personalization

Relationship Between Analytical CRM and Collaborative CRM Collaborative customer relationship management uses the output of Analytical customer relationship management to enhance the participatory strength of customers.

Collaborative customer relationship management uses the output of Analytical customer relationship management to enhance the participatory strength of customers.

Dr. Elijah Ezendu is a multidisciplinary professional whose business experience mounts through diverse fields. He is a Certified Management Consultant, licensed by International Council of Management Consulting Institutes which has a Special Consultative Status in United Nations Economic and Social Council. As a result of his strides in management consulting, he received Merit Award for Excellence in Consulting. He is concurrently Senior Partner, Shevach Consulting; Director of Strategy and Performance, Fortuna; Lead Assessor and Member of Governing Council, Institute of Management Consultants; Director of Training, International Council of Business Development Professionals; Member of Marketing Committee, International Council of Management Consulting Institutes; Honorary Global Advisor, International Project Management Commission; and Programme Coordinator (Nigeria), Regent Business School, South Africa. He holds a doctoral degree in Management from St. Clements University, British West Indies. He is a Chartered Manager certified by Canadian Institute of Management, Canada and holds numerous professional qualifications including Master Project Manager; Project Manager E-Business; Fellow, Institute of Management Consultants; Fellow, Certified Institute of Cost Management; Fellow, Institute of Business Development; Fellow, American Academy of Financial Management; Fellow, Institute of Internal Auditors; Member, Nigerian Institute of Training and Development; Member, Institute of Analytics Professionals; Associate, Chartered Institute of Personnel Management of Nigeria; Associate, Chartered Institute of Arbitrators (Nigeria). He is a Certified Business Development Analyst and Competitive Intelligence Professional. Additionally, he is an information technology management professional certified by Institute for the Management of Information Systems, UK along with Microsoft Corporation, USA and stands as a Member of International Association of Software Architects. He is an outstanding motivational speaker with a knack for recalibration of positive influence; and a world-class consultant, who has functioned as Speaker/Facilitator at myriad programmes of professional institutes, international development organisations, private and public firms including extra-governmental agencies and institutions. He is a prolific writer and author who had served as Editor-in-Chief, Cost Management Journal; Part-Time Lecturer & External Examiner (MBA Programme), Ladoke Akintola University of Technology; Director of MBA Programme (Nigerian Outreach), Management Institute of Canada; Chief Operating Officer, Rohan Marine; Second Vice President and Member of Governing Council, Certified Institute of Cost Management; Director of Programmes and Member of Governing Council, The Institute of Business Development; Director, Refined Shipping; and Examiner to various Professional Institutes.

Dr. Elijah Ezendu is a multidisciplinary professional whose business experience mounts through diverse fields. He is a Certified Management Consultant, licensed by International Council of Management Consulting Institutes which has a Special Consultative Status in United Nations Economic and Social Council. As a result of his strides in management consulting, he received Merit Award for Excellence in Consulting. He is concurrently Senior Partner, Shevach Consulting; Director of Strategy and Performance, Fortuna; Lead Assessor and Member of Governing Council, Institute of Management Consultants; Director of Training, International Council of Business Development Professionals; Member of Marketing Committee, International Council of Management Consulting Institutes; Honorary Global Advisor, International Project Management Commission; and Programme Coordinator (Nigeria), Regent Business School, South Africa. He holds a doctoral degree in Management from St. Clements University, British West Indies. He is a Chartered Manager certified by Canadian Institute of Management, Canada and holds numerous professional qualifications including Master Project Manager; Project Manager E-Business; Fellow, Institute of Management Consultants; Fellow, Certified Institute of Cost Management; Fellow, Institute of Business Development; Fellow, American Academy of Financial Management; Fellow, Institute of Internal Auditors; Member, Nigerian Institute of Training and Development; Member, Institute of Analytics Professionals; Associate, Chartered Institute of Personnel Management of Nigeria; Associate, Chartered Institute of Arbitrators (Nigeria). He is a Certified Business Development Analyst and Competitive Intelligence Professional. Additionally, he is an information technology management professional certified by Institute for the Management of Information Systems, UK along with Microsoft Corporation, USA and stands as a Member of International Association of Software Architects. He is an outstanding motivational speaker with a knack for recalibration of positive influence; and a world-class consultant, who has functioned as Speaker/Facilitator at myriad programmes of professional institutes, international development organisations, private and public firms including extra-governmental agencies and institutions. He is a prolific writer and author who had served as Editor-in-Chief, Cost Management Journal; Part-Time Lecturer & External Examiner (MBA Programme), Ladoke Akintola University of Technology; Director of MBA Programme (Nigerian Outreach), Management Institute of Canada; Chief Operating Officer, Rohan Marine; Second Vice President and Member of Governing Council, Certified Institute of Cost Management; Director of Programmes and Member of Governing Council, The Institute of Business Development; Director, Refined Shipping; and Examiner to various Professional Institutes.

Merci Beaucoup For additional information: Dr. Elijah Ezendu elezendu@yahoo.com, 234 8033024596, 234 8058835237