Learning ObjectivesAt the end of this course, participants should be able to do the following:Identify key components of CRMIdentify the relationship between operational CRM and analytical CRMIdentify the relationship between analytical CRM and collaborative CRMImplement operational, analytical and collaborative CRM for enhancing customer value and corporate profitability
Components of CRM
Operational CRMOperational customer relationship management facilitates and streamlines communication with customers, and connects to customer touch points.
General Areas of OperationalCRM• Sales Force Automation• Customer Service and Support• Enterprise Marketing Automation
Sales Force AutomationThis involves the whole sales process which comprise lead generation, lead qualification, needs identification, specifications development, development of proposal, handling objections, and closing sale.
Customer Service and SupportThis 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 MarketingAutomationThis 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 CRMAnalytical 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.
Relationship Between Operational and AnalyticalCRM Customer Touch Points Customer Data Back Office Practice Process Strategy Data Operational Analytical CRM New Strategy CRM
Collaborative CRMCollaborative customer relationship management focus on exploiting interaction with customers through customer touch points for enhancing customer self service.
Applications of CollaborativeCRM• 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 interactionExample: Web Page Personalization
Relationship Between AnalyticalCRM and Collaborative CRMCollaborative customer relationship management uses the output of Analytical customer relationship management to enhance the participatory strength of customers.