Customer Relationship Management


Thursday, November 19, 2009
Businesses needs
                                 customers




Thursday, November 19, 2009
http://www.youtube.com/watch?v=zEYI9VYXU1g




Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Conversations take place
           between people




Thursday, November 19, 2009
And that means that there
         are relationships




Thursday, November 19, 2009
CRM is about managing
   relationships with customers




Thursday, November 19, 2009
Benefits of eCRM




Thursday, November 19, 2009
Benefits of eCRM

           • All interactions are tracked




Thursday, November 19, 2009
Benefits of eCRM

           • All interactions are tracked
           • Communication costs can be lower




Thursday, Nov...
Benefits of eCRM

           • All interactions are tracked
           • Communication costs can be lower
           • Data...
Benefits of eCRM

           • All interactions are tracked
           • Communication costs can be lower
           • Data...
Thursday, November 19, 2009
Customer-driven
           • Give customers tools
           • Let them take charge and make what they want
             w...
Types of CRM




Thursday, November 19, 2009
Operational CRM




Thursday, November 19, 2009
Operational CRM

           • How it all fits together




Thursday, November 19, 2009
Operational CRM

           • How it all fits together
           • Provide numerous and effective contact
             cha...
Operational CRM

           • How it all fits together
           • Provide numerous and effective contact
             cha...
Operational CRM

           • How it all fits together
           • Provide numerous and effective contact
             cha...
Customer-centric


           • Customer at centre of organization
           • Anticipate, meet (exceed?) customer needs
...
Analytical CRM




Thursday, November 19, 2009
Analytical CRM

           • Data mining




Thursday, November 19, 2009
Analytical CRM

           • Data mining
           • Look for patterns




Thursday, November 19, 2009
Analytical CRM

           • Data mining
           • Look for patterns
           • Who are most valuable customers?




...
Analytical CRM

           • Data mining
           • Look for patterns
           • Who are most valuable customers?
    ...
Analytical CRM

           • Data mining
           • Look for patterns
           • Who are most valuable customers?
    ...
Sales Force Automation




Thursday, November 19, 2009
Sales Force Automation




• Keeping track of leads


Thursday, November 19, 2009
Sales Force Automation




• Keeping track of leads
• Automating process, so people can talk to people
Thursday, November ...
CRM


                              Collaborative




Thursday, November 19, 2009
CRM: giving value




Thursday, November 19, 2009
CRM


• Marketing perspective
     – Who knows about me?
• Sales perspective
     – Who is buying from me?
• Service persp...
Relationship costs


           • Acquisition


           • Retention




Thursday, November 19, 2009
Measure customer loyalty
        as defined by your
        business needs


Thursday, November 19, 2009
eMarketing and CRM




Thursday, November 19, 2009
Email marketing




 • Based on Permission and Privacy
 • Build a relationship
 • Track success

Thursday, November 19, 20...
Email
     • Push and Pull
     • Records can be kept
     • Ensure that threads can be followed




Thursday, November 19...
Online advertising




         • Attract attention for the right reasons



Thursday, November 19, 2009
Affiliate marketing




Thursday, November 19, 2009
• Starts with customer intent
  • Use intent to deliver what customer needs

Thursday, November 19, 2009
Social media




     • Customer selected channels
     • Turn customers into advocates

Thursday, November 19, 2009
Web development


           • Customer-centric web development
           • Focus on customer needs




Thursday, Novembe...
Web analytics




• Using the data to inform you about customers
• Turning data into actionable insights
Thursday, Novembe...
Customer service: get
        talking



Thursday, November 19, 2009
Mobile


           • Mobile as CRM
           • Time sensitive alerts and updates




Thursday, November 19, 2009
Call centres


           • Technology allows call centres to be
             outsourced
           • Speak to anyone, any...
IM and Chat Rooms


           • Live chat to help customers with complicated
             processes
           • Provide ...
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Analyzing data




Thursday, November 19, 2009
Today, lots of individual
        companies collect and
        hold data about an
        individual

Thursday, November ...
What if the individual held
        that data and shared it
        selectively?


Thursday, November 19, 2009
Next Week




               Ethics and Privacy


Thursday, November 19, 2009
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C R M

  1. 1. Customer Relationship Management Thursday, November 19, 2009
  2. 2. Businesses needs customers Thursday, November 19, 2009
  3. 3. http://www.youtube.com/watch?v=zEYI9VYXU1g Thursday, November 19, 2009
  4. 4. Thursday, November 19, 2009
  5. 5. Thursday, November 19, 2009
  6. 6. Conversations take place between people Thursday, November 19, 2009
  7. 7. And that means that there are relationships Thursday, November 19, 2009
  8. 8. CRM is about managing relationships with customers Thursday, November 19, 2009
  9. 9. Benefits of eCRM Thursday, November 19, 2009
  10. 10. Benefits of eCRM • All interactions are tracked Thursday, November 19, 2009
  11. 11. Benefits of eCRM • All interactions are tracked • Communication costs can be lower Thursday, November 19, 2009
  12. 12. Benefits of eCRM • All interactions are tracked • Communication costs can be lower • Data can be mined Thursday, November 19, 2009
  13. 13. Benefits of eCRM • All interactions are tracked • Communication costs can be lower • Data can be mined • Customers are telling you what they want, all the time, whether you are listening or not Thursday, November 19, 2009
  14. 14. Thursday, November 19, 2009
  15. 15. Customer-driven • Give customers tools • Let them take charge and make what they want with your product • Flickr, Twitter, etc • Think APIs, RSS, source code Thursday, November 19, 2009
  16. 16. Types of CRM Thursday, November 19, 2009
  17. 17. Operational CRM Thursday, November 19, 2009
  18. 18. Operational CRM • How it all fits together Thursday, November 19, 2009
  19. 19. Operational CRM • How it all fits together • Provide numerous and effective contact channels Thursday, November 19, 2009
  20. 20. Operational CRM • How it all fits together • Provide numerous and effective contact channels • Process for managing relationships Thursday, November 19, 2009
  21. 21. Operational CRM • How it all fits together • Provide numerous and effective contact channels • Process for managing relationships • Feeds back into the web interface that a customer sees Thursday, November 19, 2009
  22. 22. Customer-centric • Customer at centre of organization • Anticipate, meet (exceed?) customer needs Thursday, November 19, 2009
  23. 23. Analytical CRM Thursday, November 19, 2009
  24. 24. Analytical CRM • Data mining Thursday, November 19, 2009
  25. 25. Analytical CRM • Data mining • Look for patterns Thursday, November 19, 2009
  26. 26. Analytical CRM • Data mining • Look for patterns • Who are most valuable customers? Thursday, November 19, 2009
  27. 27. Analytical CRM • Data mining • Look for patterns • Who are most valuable customers? • How do different segments of customers respond? Thursday, November 19, 2009
  28. 28. Analytical CRM • Data mining • Look for patterns • Who are most valuable customers? • How do different segments of customers respond? Thursday, November 19, 2009
  29. 29. Sales Force Automation Thursday, November 19, 2009
  30. 30. Sales Force Automation • Keeping track of leads Thursday, November 19, 2009
  31. 31. Sales Force Automation • Keeping track of leads • Automating process, so people can talk to people Thursday, November 19, 2009
  32. 32. CRM Collaborative Thursday, November 19, 2009
  33. 33. CRM: giving value Thursday, November 19, 2009
  34. 34. CRM • Marketing perspective – Who knows about me? • Sales perspective – Who is buying from me? • Service perspective – Who is happy? Thursday, November 19, 2009
  35. 35. Relationship costs • Acquisition • Retention Thursday, November 19, 2009
  36. 36. Measure customer loyalty as defined by your business needs Thursday, November 19, 2009
  37. 37. eMarketing and CRM Thursday, November 19, 2009
  38. 38. Email marketing • Based on Permission and Privacy • Build a relationship • Track success Thursday, November 19, 2009
  39. 39. Email • Push and Pull • Records can be kept • Ensure that threads can be followed Thursday, November 19, 2009
  40. 40. Online advertising • Attract attention for the right reasons Thursday, November 19, 2009
  41. 41. Affiliate marketing Thursday, November 19, 2009
  42. 42. • Starts with customer intent • Use intent to deliver what customer needs Thursday, November 19, 2009
  43. 43. Social media • Customer selected channels • Turn customers into advocates Thursday, November 19, 2009
  44. 44. Web development • Customer-centric web development • Focus on customer needs Thursday, November 19, 2009
  45. 45. Web analytics • Using the data to inform you about customers • Turning data into actionable insights Thursday, November 19, 2009
  46. 46. Customer service: get talking Thursday, November 19, 2009
  47. 47. Mobile • Mobile as CRM • Time sensitive alerts and updates Thursday, November 19, 2009
  48. 48. Call centres • Technology allows call centres to be outsourced • Speak to anyone, anywhere Thursday, November 19, 2009
  49. 49. IM and Chat Rooms • Live chat to help customers with complicated processes • Provide another communication channel • Instant, and cost-effective Thursday, November 19, 2009
  50. 50. Thursday, November 19, 2009
  51. 51. Thursday, November 19, 2009
  52. 52. Thursday, November 19, 2009
  53. 53. Analyzing data Thursday, November 19, 2009
  54. 54. Today, lots of individual companies collect and hold data about an individual Thursday, November 19, 2009
  55. 55. What if the individual held that data and shared it selectively? Thursday, November 19, 2009
  56. 56. Next Week Ethics and Privacy Thursday, November 19, 2009
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