【正文】 Customer Relationship Management Grenoble Ecole de Management October 20xx Sharon Crost 7/7/2020 Slide: 2 Sharon Crost mobile: + Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur. In the Enterprise world, Sharon has worked for the large panies of IBM and HewlettPackard in Finance, Marketing and Information Technology. Her passion for the hitech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects, to consulting on enterprise systems, to managing international marketing programs to managing international technology and ebusiness teams. As an entrepreneur, Sharon has started up two diverse small businesses in the . a customized travel service and an anic vegetable farm. Sharon39。s appreciation of the mountains has brought her to Grenoble, France where she currently works as an independent consultant. Sharon Crost 7/7/2020 Slide: 3 Class Schedule To Be Finalized Sharon Crost 7/7/2020 Slide: 4 Instructor Sharon CROST mobile: + text: Dych233。, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management, Boston: AddisonWesley,20xx. Sharon Crost 7/7/2020 Slide: 5 Presentation of Course Outline ? CRM Overview – What is CRM – CRM as a Business Tool – Strategic CRM ? Technology – Technology Framework – Infrastructure Alternatives ? Managing CRM projects and Followup – Analyzing the data – Measuring Results – Ongoing improvement ? Applying CRM to business cases and student projects – Applying CRM and Review – Student Projects – Course Discussion/evaluation Sharon Crost 7/7/2020 Slide: 6 Presentation of Course (style) ? ACTIVE! ? Interactive discussion ? Cases to apply learning ? Practical vs. Theoretical ? Instructor – ideas, facilitation, resources Sharon Crost 7/7/2020 Slide: 7 Presentation of Course – evaluation ? Individual evaluation based on student participation and understanding of CRM concepts Sharon Crost 7/7/2020 Slide: 8 CRM Student Project ? Business Objective ? CRM strategy to meet the business objective ? Infrastructure and Process supporting the CRM strategy ? Ongoing Management of the program ? Business Results and Followup Sharon Crost 7/7/2020 Slide: 9 Introductions Using 171。 postit 187。 paper list three of each: ? What I know about CRM – (3 thoughts on 3 separate pieces of paper) ? What I want to know about CRM – (3 thoughts on 3 separate pieces of paper) Sharon Crost 7/7/2020 Slide: 10 Discussion Case 1 – puter online Michael Shmichael is purchasing a personal puter from HAKR Computers Online. Describe the customer’s purchase experience, the vendor’s sales experience and the relationship between customer and vendor Sharon Crost 7/7/2020 Slide: 11 Discussion Case 1 – puter online Customer Perspective ? Select the Product – quality, price, availability, functionality ? Purchase Product – easy process, quick delivery, online delivery info, payment terms ? Use and Learn – assemble parts, instructions, features, new information, upgrades ? Ongoing Support – technical support, sales support Sharon Crost 7/7/2020 Slide: 12 Discussion Case 1 – puter online Vendor Perspective ? Provide Product Information/Marketing – quality, price, availability, functionality ? Efficient Purchase Process – easy process, quick delivery, online delivery info, payment terms ? Client Knowledge – repeat buy, product feedback ? Revenues, Profit, Customer Satisfaction – return on investment, customer retention, profit, customer share Sharon Crost 7/7/2020 Slide: 13 Discussion Case 1 – puter online Relationship – Customer and Vendor ? Product info – web search, preferences, parisons, popups, live customer support, exclusive info ? Purchases – online view, stored address info, auto payments ? Shared Knowledge