This document discusses Nokia's customer relationship management (CRM) objectives and initiatives. It covers Nokia's vision for CRM, how CRM is implemented through various consumer touchpoints, data warehousing and mining to understand customers, focusing on customer lifetime value, and using computer-aided CRM. The overall goal is to develop a customer-centric approach through collecting and analyzing customer data to improve products, services and the customer experience.

1. Group 3

2. Agenda
• Consumer Touch Points
1
• Nokia’s Vision and CRM objectives
2
• CRM in action at Nokia
3
• Data Warehousing
4
• Data Mining
5
• Customer Lifetime Value
6
• Computer Aided CRM
7
• CRM @ Nokia - Summary
8

3. Consumer Touch Points
Online Store
Consumer
Nokia Care
Center
Nokia Priority
Dealer
Company Sales
Interface(B2B)

4. Source: http://www.nokia.com/en/

5. Customer-
Centric
Product
Development
(in product
designing)
Distribution
Ease of Nokia’s way towards Company
Product
Knowledge CRM owned and
third party
Ease of
Servicing

6. Data Warehousing
Data Collection for both
customer types
Trade Individual
customers Consumers Nokia Care - online,
Listening to Trade email and call centre
services, supported
Customers survey by authorized service
centre network
Feedback channels -
Executive and
consumer satisfaction
operational contacts
surveys, independent
in a sample from 80%
market research
of Nokia’s revenue
companies and Nokia
each year
Care contacts

7. Data Mining
Mass Customization
Locally developed Ease of software Convergence
product range up-gradation and (internet ,PDA &
with multiple third party
multimedia)
language options software usage

8. Ease of
Servicing
Customer
Lifetime Value
Ease of
Product
knowledge

9. Data Based CRM through
Computer aided CRM
Activity Description
Create Customer/Potential Customer visit at any touch point ->
account created
Read Contextualized views based on credentials of viewer
Address, discounts, phone number, preferences, credit
Update
accounts
Destroy Death, bankruptcy, liquidation, do-not-call
CRM system, call-centre system, contact-management
Search
system

10. CRM @ Nokia – A Summary
Data • B2C Data Collection
Warehousing • B2B Data Collection
• Mass Customization
Data Mining • Custom account management – B2B
Customer • Ease of Servicing
Lifetime Value • Ease of Product Knowledge
Computer • Data Warehousing
Aided CRM • Data Analytics