【正文】 s on the Unsubscribe List are scrubbed from the Daily Email List Customer39。X39。 Drives Data Mining Models Demographics Standardized Contact Info CASS, Telematch Reporting amp。 Campaign Tracking Data Store Inbound Call Center WEB CHANNEL IVR Customer Activations Customer Data Warehouse Incorporates Pamp。Building a Business Case for CRM ? 2022 Quaero LLC Naras V. Eechambadi, PhD CEO 2 CRM projects are being eliminated from the corporate agenda C or p or a t e V e n t u r i n g M a r k e t D i s r u p t i onA n a l y s i sR e a l O p t i on s A n a l y s i s C u s t om e r R e l a t i on s h i pM a n a g e m e n tR e e n g i n e e r i n g A c t i v i t y B a s e dM a n a g e m e n tEighteen percent of respondents abandoned their CRM project last year Percentage of Companies Abandoning Project/ Tools Project Abandonment Rates Survey of 450 Senior Executives, 2022 42 39 15 17 18 32 Source: Bain and Company, Management Tools 2022 3 Building a prehensive case for CRM ? CRM is Critical to Business Success ? Context Determines Business Case ? Key Elements of a Business Case ? Barriers to Success Are Daunting ? Results Are Worth It ? 2022 Quaero LLC 4 Customer Relationship Management (CRM) Building Blocks Systematic use of information ? database of customer information from every interaction ? analysis of past customer behavior to predict future behavior ? ability to match offers to customers ? continuous reevaluation of offer, transaction and customer over time To attract and keep customers ? Next best offer/message ? Costeffective acquisition ? Retention efforts focused on atrisk and most profitable customers ? Shared information across channels to create consistent munications Through ongoing dialog ? Inter allows for realtime responses and 1:1 dialog ? Listening creates sense of intimacy with the customer ? Predictive models enable customized offers and messages To create longlasting, mutually beneficial relationships ? measure success by customers, not transactions ? continually reevaluate, reassess, upgrade customer relationships ? profile best customers for acquisition efforts “Anticipating needs is the holy grail of loyalty marketing.” – The Value of Information, Melody Vargas ? 2022 Quaero LLC 5 CRM Space u Operational CRM Call Center Direct Mail EPOS ECommerce WEB Behavioral Modeling Call Behavior Analysis Campaign Management Customer Valuation Segmentation and Profiling Needs Analysis Profitability Analysis Web Intelligence Sales Analysis Analytic CRM Sales Force Automation Customer Service ? 2022 Quaero LLC Email 6 A Customer Conversation is Critical With the rise of the Inter and customers ’ increased options the point of sale explodes into four unique steps: Point of influence Point of decision Point of execution Point of service Benefits to customer ? Greater efficiency ? Relevant offers ? Proactive service Benefits to pany ? Measurable processes ? Improved customer loyalty ? Increased profits Informed Source: Forrester Research, Inc. 7 Building a prehensive case for CRM ? CRM is Critical to Business Success ? Context Determines Business Case ? Key Elements of a Business Case