1. Customer Relationship Management and Business Intelligence
 CUSTOMER RELATIONSHIP MANAGEMENT
 Customer Relationship Management Fundamentals
 CRM as a Business Strategy
 A business strategy to try to optimize profitability,
revenue, and satisfaction at an individual customer level
 Business Benefits of CRM
 A business philosophy based on the premise that those
organizations that understand the needs of individual
customers are best positioned to achieve sustainable
competitive advantages in the future.
 Evolution of CRM
 CRM reporting technologies help organizations identify
their customers across other applications
 CRM analysis technologies help organizations segment
the customers into categories such as best and worst
customers
 CRM predicting technologies helps organizations make
predictions regarding customer behavior such as which
customers are at risk of leaving
 Using it to Drive Operational CRM
 Marketing and Operational CRM
 List generator compile customer information from a
variety of sources and segment the information for
different marketing campaigns

2.  Campaign Management guides users through marketing
campaigns
 Cross selling and up selling
 Cross selling is selling additional products or services to a
customer
 Unsealing is increasing the value of a sale
 Sales and Operational CRM
 Sales Management CRM Systems automates each phase
of the sales process
 Contact management CRM systems maintains customers
contact information and identifies prospective
customers
 Opportunity Management CRM Systems target sales
opportunities by finding new customers or companies
for future sales.
 Customer Service and Operational CRM
 Contact center - customer service call center
 Web-based self help - customers use the web to find
answers
 Call Scripting – track through similar issues for assistance
 BUSINESS INTELLIGENCE
 Applications and technology used to gather information
 Challenges in business
 Collecting information

3.  Discerning patterns and meaning information
 Responding to resultant information
 The Solution: Business Intelligence
 Informed business decisions
 Retail and sales – predicting sales
 Banking – forecasting levels of bad loans
 Operations management – predicting machine failures
 Brokerage and securities trading 0 predicting bond
prices
 Insurance – forecasting claim amounts
 Hardware and software – predicting drive failures
 Law enforcement – tracking crime patterns
 Health car – correlating demographics of patients with
critical illnesses
 Broadcasting – predicting what is best to air during
prime time
 Marketing - classifying customer demographics that can
be used to predict which customers will respond to
mailing or buy particular products
 BI’s Operational Value
 Data latency is time duration to make ready for analysis
 Analysis latency is time from which data are made available to
the time when analysis is complete

4.  Decision latency is the time it take a human to comprehend
the analytic result and determine the appropriate action