Transcript CRM DEFINED:

CRM: WEEK 3 (1/23 – 1/27)
 Last Week Highlights:
Definitions of CRM
Difference between CRM & DBM
Where CRM Adds Value
CRM Modules - Overview
Sales Force Automation
Call Center Operations
Marketing Automation
Components of Trust
Operational vs. Analytical CRM
CRM: WEEK 3 (1/23 – 1/27)
Monday (1/23) Objectives:
Loyalty – Attitudinal vs. Behavioral
Learning Relationships – enable the
Enterprise to develop more personalized and
collaborative interactions with individual
customers
IDIC Model – identifying, differentiating,
interacting, and customizing.
Trust and the Learning Relationship
CRM: Monday 1/23/06
Loyalty – Attitudinal vs. Behavioral
Attitudinal/Perceptual/Emotion
Behavior/Transaction/Repeat Purchase
Both with CRM
Life-Time Value
More relevant than loyalty
Both factors
Annuity
CRM: Monday 1/23/06
Learning Relationships – enable the
Enterprise to develop more personalized and
collaborative interactions with individual
customers
IDIC Model –
Identify Customers – not just initially
Differentiate Customers - segmentation
Interact with Customers –
communitcation/iterative
Customize Treatment – learning/adapt
CRM: Monday 1/23/06
Trust and the Learning Relationship
External with Customers and Internal with
employees
Internal critical in implementation
• Trust is the currency of all commerce.
• Trusted agent.
CRM: WEEK 3 (1/23 – 1/27)
Wednesday (1/25) Objectives:
Identifying Customer – BTC & BTB
Necessary Data
Customer Profitability
Life Time Value – Calculation & Use
CRM: WEEK 3 (1/23 – 1/27)
Friday (1/27) Objectives:
Use of LTV and Value to the Firm
Discuss SAS Marketing Automation Article
Marketing Automation for ID
Marketing Automation for Most Profitable
Customer