Information Drives Marketing Decision Making<br />chapter 04<br />PERSPECTIVES ON CUSTOMER RELATIONSHIP MANAGEMENT <br />c...
04<br />Perspectives on Customer Relationship Management<br />4-2<br />
LEARNING OBJECTIVES<br />Define CRM and articulate its objectives and capabilities<br />Describe the CRM process cycle<br ...
WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?<br />Cuts across the whole business enterprise<br />Is a business strategy, set ...
Why CRM?<br />CRM is a timely and relevant topic that ties together a number of important concepts of modern marketing man...
OBJECTIVES AND CAPABILITIES OF CRM<br />Customer Relationship Management (CRM): a comprehensive business model for increas...
OBJECTIVES AND CAPABILITIES OF CRM<br />Ultimately, CRM has three major objectives:<br />4-7<br />
OBJECTIVES AND CAPABILITIES OF CRM<br />To accomplish these objectives requires a clear focus on product and service attri...
THE CRM PROCESS CYCLE<br />Knowledge Discovery<br />Market Planning<br />Customer Interaction<br />Analysis and Refinement...
Process Cycle for CRM<br />EXHIBIT 4.1<br />Source: Ronald S. Swift, Accelerating Customer Relationships: Using CRM and Re...
THE CRM PROCESS CYCLE<br />Knowledge Discovery<br />4-11<br />
CUSTOMER MARKETING VERSUS CONSUMER MARKETING<br />Mass Marketing<br />Consumer Marketing<br />Customer Marketing<br />4-12...
Marketing Evolution with Characteristics and Technology Attributes<br />EXHIBIT 4.2<br />Source: Ronald S. Swift, Accelera...
Advantages of Customer Marketing<br />4-14<br />
CRM Facilitates a Customer-Centric Culture<br />Adopting a relationship or partnership business model overall, with mutual...
CRM Enables Transformation into a Relationship-Based Enterprise<br />Customers<br />Who are our customers?<br />What do ou...
CRM Enables Transformation into a Relationship-Based Enterprise<br />The Relationship<br />What kind of relationship do we...
CRM Enables Transformation into a Relationship-Based Enterprise<br />Managerial Decision Making<br />Who are we and what i...
WHAT HAPPENS WHEN CRM FAILS?<br />4-19<br />
WHAT HAPPENS WHEN CRM FAILS?<br />4-20<br />
21<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />
Upcoming SlideShare
Loading in …5
×

Chap004

1,582 views

Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

Chap004

  1. 1. Information Drives Marketing Decision Making<br />chapter 04<br />PERSPECTIVES ON CUSTOMER RELATIONSHIP MANAGEMENT <br />chapter 05<br />MANAGING MARKETING INFORMATION<br />chapter 06<br />UNDERSTANDING COMPETITORS: ANALYSIS TO ACTION<br />chapter 07<br />UNDERSTANDING CUSTOMERS: BUSINESS TO CONSUMER MARKETS<br />chapter 08<br />UNDERSTANDING CUSTOMERS: BUSINESS TO BUSINESS MARKETS<br />part TWO<br />Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved<br />McGraw-Hill/Irwin<br />
  2. 2. 04<br />Perspectives on Customer Relationship Management<br />4-2<br />
  3. 3. LEARNING OBJECTIVES<br />Define CRM and articulate its objectives and capabilities<br />Describe the CRM process cycle<br />Understand the concept of customer touchpoints and why touchpoints are critical in CRM<br />Distinguish customer marketing from consumer marketing, and understand why the distinction is important<br />Discuss what happens when CRM fails and how to avoid potential failure<br />4-3<br />
  4. 4. WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?<br />Cuts across the whole business enterprise<br />Is a business strategy, set of operational processes, and analytic tools<br />Is enabled by technology but is not just “the software”<br />Has the ultimate goal of maximizing performance of the customer side of the enterprise<br />Requires a customer-centric philosophy and culture, as well as leadership and commitment to CRM from the top<br />4-4<br />
  5. 5. Why CRM?<br />CRM is a timely and relevant topic that ties together a number of important concepts of modern marketing management.<br />CRM is an important enabler of great marketing.<br />4-5<br />
  6. 6. OBJECTIVES AND CAPABILITIES OF CRM<br />Customer Relationship Management (CRM): a comprehensive business model for increasing revenues and profits by focusing on customers. <br />4-6<br />
  7. 7. OBJECTIVES AND CAPABILITIES OF CRM<br />Ultimately, CRM has three major objectives:<br />4-7<br />
  8. 8. OBJECTIVES AND CAPABILITIES OF CRM<br />To accomplish these objectives requires a clear focus on product and service attributes<br />4-8<br />
  9. 9. THE CRM PROCESS CYCLE<br />Knowledge Discovery<br />Market Planning<br />Customer Interaction<br />Analysis and Refinement<br />4-9<br />
  10. 10. Process Cycle for CRM<br />EXHIBIT 4.1<br />Source: Ronald S. Swift, Accelerating Customer Relationships: Using CRM and Relationship Technologies (Upper Saddle River, NJ: Prentice Hall PTR, 2001), p. 40.<br />4-10<br />
  11. 11. THE CRM PROCESS CYCLE<br />Knowledge Discovery<br />4-11<br />
  12. 12. CUSTOMER MARKETING VERSUS CONSUMER MARKETING<br />Mass Marketing<br />Consumer Marketing<br />Customer Marketing<br />4-12<br />
  13. 13. Marketing Evolution with Characteristics and Technology Attributes<br />EXHIBIT 4.2<br />Source: Ronald S. Swift, Accelerating Customer Relationships: Using CRM and Relationship Technologies (Upper Saddle River, NJ: Prentice Hall PTR, 2001), p. 38.<br />4-13<br />
  14. 14. Advantages of Customer Marketing<br />4-14<br />
  15. 15. CRM Facilitates a Customer-Centric Culture<br />Adopting a relationship or partnership business model overall, with mutually shared rewards and risk management.<br />Redefining the selling role within the firm to focus on customer business consultation and solutions.<br />Increasing formalization of customer analysis processes.<br />Taking a proactive leadership role in educating customers about value chain opportunities available by developing a business relationship.<br />Focusing on continuous improvement principles stressing customer satisfaction and loyalty.<br />4-15<br />
  16. 16. CRM Enables Transformation into a Relationship-Based Enterprise<br />Customers<br />Who are our customers?<br />What do our customers want and expect?<br />What is the value proposition of our customers?<br />4-16<br />
  17. 17. CRM Enables Transformation into a Relationship-Based Enterprise<br />The Relationship<br />What kind of relationship do we want to build with our customers?<br /> How do we foster exchange of value between us and our customers?<br /> How do we work together and share control?<br />4-17<br />
  18. 18. CRM Enables Transformation into a Relationship-Based Enterprise<br />Managerial Decision Making<br />Who are we and what is our value proposition? <br />What do our products and brands represent to customers?<br />How do we organize to move value closer to our customers?<br />How do we measure and manage our performance?<br />How do we increase our capacity for change?<br />4-18<br />
  19. 19. WHAT HAPPENS WHEN CRM FAILS?<br />4-19<br />
  20. 20. WHAT HAPPENS WHEN CRM FAILS?<br />4-20<br />
  21. 21. 21<br />Thank You, Please Visit Us At :<br />http://wanbk.page.tl<br />

×