【正文】 /7/2020 Slide: 17 Inter/Technology Terms ? Cookie ? Clickstream ? ASP ? screen pop ? cyberagents (animation) ? Data warehouse/data marts ? Data Mining (predictive analysis) ? Integrated Database ? Automated Workflow Sharon Crost 7/7/2020 Slide: 18 Analytical CRM ? Customer Value Measurement ? Affinity analysis (burgers/fries) ? Prospect qualification ? Nextsequentialpurchase analysis ? Churn analysis and prediction ? Propensity to buy modeling ? Customer segmentation ? Partner contribution measurement ? Customer profiling Sharon Crost 7/7/2020 Slide: 19 CRM conceptual model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction Sharon Crost 7/7/2020 Slide: 20 CRM conceptual model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction gather data segment/profile analyze data customize and optimize offer customize interaction optimize programs create targeted campaigns create efficient infrastructure and process divest unprofitable customers create customer care programs create feedback loop Sharon Crost 7/7/2020 Slide: 21 Summary and Questions ? What you know about CRM ? Discussion on how CRM works ? CRM terms ? CRM conceptual model Sharon Crost 7/7/2020 Slide: 22 CRM Business Cases ? 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: 23 Discussion – Business Objective How much are you willing to pay for customer satisfaction? Sharon Crost 7/7/2020 Slide: 24 Discussion – CRM strategy to support business objective Do you want a relationship with your vendors? Why or why not? Sharon Crost 7/7/2020 Slide: 25 References ? ? ? ? ? Sharon Crost 7/7/2020 Slide: 26 Summary and Questions ? What you know about CRM ? Discussion on how CRM works ? CRM terms ? CRM conceptual model ? Business Objective ? CRM strategy Sharon Crost 7/7/2020 Slide: 27 Discussion Operational Process You are the operations manager of a typical small manufacturing pany. Describe your customer touch points and discuss how CRM could improve operational processes. Sharon Crost 7/7/2020 Slide: 28 Customer Touchpoints Delivery Call Center Hotline Email Direct Marketing Store Purchase Sales Rep Finance Survey Order Processing Web Site Feedback Processes Sharon Crost 7/7/2020 Slide: 29 Business Operations Marketing Finance Sales Call Center Delivery Orders Partner Mgmt Purchasing Activity Mgmt Contact Mgmt Campaign Mgmt Call center analysis Pricing Configuration Partner Analysis Supplier Eval Sharon Crost 7/7/2020 Slide: 30 CRM SCM ERP Supply Chain Management Customer Relationship Management Enterprise Resource Planning order entry distribution procurement production logistics inventory finance/acctg human resources demand planning manufacturing planning/scheduling supply planning logistics planning supplier management lead generation qualification customisation quotation/cost mgmt order processing delivery service/support marketing campaign management Manage Business Transactions Supply products or services Customer Interactions Sharon Crost 7/7/2020 Slide: 31 Contact Information Example Sharon Crost 7/7/2020 Slide: 32 Technology Framework Discussion You are the IT manager of a typical small manufacturing pany. Describe your current technology infrastructure and how CRM could b