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Operational, Analytical & Collaborative CRM 
Dr. Elijah Ezendu 
FIMC, FCCM, FIIAN, FBDI, FAAFM, FSSM, MIMIS, MIAP, MITD, A...
Learning Objectives 
At the end of this course, participants should be 
able to do the following: 
Identify key component...
Components of CRM
Operational CRM 
Operational customer relationship 
management facilitates and streamlines 
communication with customers, ...
Source: Elijah Ezendu, CRM
General Areas of Operational CRM 
• Sales Force Automation 
• Customer Service and Support 
• Enterprise Marketing Automat...
Sales Force Automation 
This involves the whole sales process which 
comprise lead generation, lead qualification, 
needs ...
Key Tasks in Sales Automation 
• Sales Administration 
• Sales Forecasting 
• Lead Management 
• Account Management 
• Per...
Customer Service and Support 
This involves automation and coordination of all 
the service operations and customer suppor...
Enterprise Marketing Automation 
This involves application of technology to 
marketing processes for provision of 
informa...
Analytical CRM 
Analytical customer relationship management 
focus on blending the customer data collected 
in Operational...
Applications of Analytical CRM 
• Financial Forecasting 
• Programme Evaluation 
• Price Optimization 
• Customer Satisfac...
Impact of Analytical CRM
Relationship Between Operational and Analytical CRM 
Customer Touch Points Back Office 
Practice 
Strategy 
Customer Data ...
Collaborative CRM 
Collaborative customer relationship management 
focus on exploiting interaction with customers 
through...
Applications of Collaborative CRM 
• Online services for enhancement of 
convenience and cost reduction 
• Effective commu...
Relationship Between Analytical CRM 
and Collaborative CRM 
Collaborative customer relationship 
management uses the outpu...
Dr. Elijah Ezendu is Award-Winning Business Expert & Certified Management Consultant with expertise 
in HR, OD, Competitiv...
Thank You
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Operational, Analytical & Collaborative Crm

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The roles of operational, analytical and collaborative customer relationship management.

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Transcript of "Operational, Analytical & Collaborative Crm"

  1. 1. Operational, Analytical & Collaborative CRM Dr. Elijah Ezendu FIMC, FCCM, FIIAN, FBDI, FAAFM, FSSM, MIMIS, MIAP, MITD, ACIArb, ACIPM, PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CSOL, CCIP, CMC, CMgr
  2. 2. 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 Apply operational, analytical and collaborative CRM for enhancing customer value and corporate profitability
  3. 3. Components of CRM
  4. 4. Operational CRM Operational customer relationship management facilitates and streamlines communication with customers, and connects to customer touch points.
  5. 5. Source: Elijah Ezendu, CRM
  6. 6. General Areas of Operational CRM • Sales Force Automation • Customer Service and Support • Enterprise Marketing Automation
  7. 7. 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.
  8. 8. 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
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. 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
  13. 13. Impact of Analytical CRM
  14. 14. Relationship Between Operational and Analytical CRM Customer Touch Points Back Office 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
  15. 15. Collaborative CRM Collaborative customer relationship management focus on exploiting interaction with customers through customer touch points for enhancing customer self service.
  16. 16. 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
  17. 17. 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.
  18. 18. Dr. Elijah Ezendu is Award-Winning Business Expert & Certified Management Consultant with expertise in HR, OD, Competitive Intelligence, Strategy, Restructuring, Business Development, Sales & Marketing, Interim Management, CSR, Leadership, Project & Programme Management, Cost Management, Outsourcing, Franchising, Intellectual Capital, eBusiness, Social Media, Software Architecture, Cloud Computing, eLearning & International Business. He holds proprietary rights of various systems. He is currently CEO, Rubiini (UAE); Hon. President, Worldwide Independent Inventors Association; Special Advisor, RTEAN; Director, MMNA Investments Limited. He had functioned as Chair, International Board of GCC Business Council (UAE); Senior Partner, Shevach Consulting; Chairman (Certification & Training), Coordinator (Board of Fellows), Lead Assessor & Governing Council Member, Institute of Management Consultants, Nigeria; Lead Resource, Centre for Competitive Intelligence Development; Turnaround Project Director, Consolidated Business Holdings Limited; Lead Consultant/ Partner, JK Michaels; Technical Director, Gestalt; Chief Operating Officer, Rohan Group; Executive Director (Various Roles), Fortuna, Gambia & Malta; Director, The Greens; Chief Advisor/Partner, D & E; Vice Chairman, Refined Shipping; Director of Programmes & Governing Council Member, Institute of Business Development, Nigeria; Member of TDD Committee, International Association of Software Architects, USA; Member of Strategic Planning and Implementation Committee, Chartered Institute of Personnel Management of Nigeria; Adjunct Faculty, Regent Business School, South Africa; Adjunct Faculty, Ladoke Akintola University of Technology, Nigeria; Editor-in-Chief & Chairman of Editorial Board, Cost Management Journal; National Executive Council Member, Institute of Internal Auditors of Nigeria; Member, Board of Directors (Several Organizations). He holds Doctoral Degree in Management, Master of Business Administration and Fellowship of Several Professional Institutes in North America, UK & Nigeria. He is an author & widely featured speaker in workshops, conferences & retreats. He was involved in developing Specialist Master’s Degree Course Content for Ladoke Akintola University of Technology (Nigeria) and Jones International University (USA). He holds Interim Management Assignments on Boards of Companies as Non-Executive Director.
  19. 19. Thank You
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