- provide better customer service
- make call centers more efficient
- cross sell products more effectively
- help sales staff close deals faster
- simplify marketing and sales processes
- discover new customers
- increase customer revenues
recency, frequency, and monetary value
- organizations can find their most valuable customers through "RFM"
- how recently a customer purchased items (recency)
- how frequently a customer purchased items (frequency)
- how much a customer spends on each purchase (monetary value)
the evolution of CRM
- CRM reporting technology - help organizations identify their customers across other applications
- CRM analysis technologies - help organization segment their customers into categories such as best and worst customers
- CRM predicting technologies - help organizations make predictions regarding customer behavior such as which customers are at risk of leaving
using analytical CRM to enhance decisions
- operational CRM - supports traditioanl transactioanl processing for day -to-day front- office operations or systems that deal directly with the customers
- analytical CRM - supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers
customer realtionship management success factors
- CRM success factors include:
- clearly communicate the CRM strategy
- define information needs and flows
- build an integrated view of the customer
- implement in iterations
- scalability for organizational growth
No comments:
Post a Comment