CustomerRelationshipManagement英文版教學(xué)課程

CustomerRelationshipManagement英文版教學(xué)課程SharonCrost

SharonCrostenthusiasticallyleadsaroleintheworldsofEnterpriseandEntrepreneur.IntheEnterpriseworld,SharonhasworkedforthelargecompaniesofIBMandHewlett-PackardinFinance,MarketingandInformationTechnology.Herpassionforthehi-techworldandflairforworkingwithinternationalclientshasledhertopositionsfrommanagingbusinessfinancestomanagingbusinesssystemprojects,toconsultingonenterprisesystems,tomanaginginternationalmarketingprogramstomanaginginternationaltechnologyande-businessteams.Asanentrepreneur,SharonhasstarteduptwodiversesmallbusinessesintheU.S.-acustomizedtravelserviceandanorganicvegetablefarm.Sharon'sappreciationofthemountainshasbroughthertoGrenoble,Francewhereshecurrentlyworksasanindependentconsultant.SharonCrost5/21/2023Slide:2ClassScheduleToBeFinalizedSharonCrost5/21/2023Slide:3InstructorSharonCROSTtext:Dyché,Jill.TheCRMHandbook:ABusinessGuidetoCustomerRelationshipManagement,Boston:Addison-Wesley,2001.SharonCrost5/21/2023Slide:4PresentationofCourse-OutlineCRMOverview

WhatisCRMCRMasaBusinessToolStrategicCRMTechnologyTechnologyFrameworkInfrastructureAlternativesManagingCRMprojectsandFollow-up

AnalyzingthedataMeasuringResultsOngoingimprovementApplyingCRMtobusinesscasesandstudentprojectsApplyingCRMandReviewStudentProjectsCourseDiscussion/evaluationSharonCrost5/21/2023Slide:5PresentationofCourse(style)ACTIVE!InteractivediscussionCasestoapplylearningPracticalvs.TheoreticalInstructor–ideas,facilitation,resourcesSharonCrost5/21/2023Slide:6PresentationofCourse–evaluationIndividualevaluationbasedonstudentparticipationandunderstandingofCRMconceptsSharonCrost5/21/2023Slide:7CRMStudentProjectBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost5/21/2023Slide:8IntroductionsUsing?

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?paperlistthreeofeach:WhatIknowaboutCRM(3thoughtson3separatepiecesofpaper)WhatIwanttoknowaboutCRM(3thoughtson3separatepiecesofpaper)SharonCrost5/21/2023Slide:9DiscussionCase#1–computeronlineMichaelShmichaelispurchasingapersonalcomputerfromHAKRComputersOnline.Describethecustomer’spurchaseexperience,thevendor’ssalesexperienceandtherelationshipbetweencustomerandvendorSharonCrost5/21/2023Slide:10DiscussionCase#1–computeronlineVendorPerspectiveProvideProductInformation/Marketingquality,price,availability,functionalityEfficientPurchaseProcesseasyprocess,quickdelivery,onlinedeliveryinfo,paymenttermsClientKnowledgerepeatbuy,productfeedbackRevenues,Profit,CustomerSatisfactionreturnoninvestment,customerretention,profit,customershare SharonCrost5/21/2023Slide:11DiscussionCase#1–computeronlineRelationship–CustomerandVendorProductinfo websearch,preferences,comparisons,pop-ups,livecustomersupport,exclusiveinfoPurchasesonlineview,storedaddressinfo,autopaymentsSharedKnowledgepreferences,licenseorconsumablesinfo,IncreasedCustomerValue!!!satisfiedcustomer,loyalty,advocate,€€€€€ SharonCrost5/21/2023Slide:12DefinitionsandTermsCRM:theinfrastructureandprocessthatallowsyoutomanagecustomerinteractionandincreasecustomervalueandprofitSharonCrost5/21/2023Slide:13GeneralTermse-commerceenterpriseCRM(sometimese-CRM)Frontoffice/backofficeOperationalCRM(frontoffice–salesforce,callcenter)Brick-and-mortarcompaniesCustomerTouchpointSalesForceAutomationUp-sellingSharonCrost5/21/2023Slide:14MarketingTermsAttrition/ChurnClosed-loopmarketingcaignsCustomerprofiling/segmentationB2B/B2CCaignmanagementopt-in/optoutpermissionmarketingSharonCrost5/21/2023Slide:15Internet/TechnologyTermsCookieClickstreamASPscreenpopcyberagents(animation)Datawarehouse/datamartsDataMining(predictiveanalysis)IntegratedDatabaseAutomatedWorkflowSharonCrost5/21/2023Slide:16AnalyticalCRMCustomerValueMeasurementAffinityanalysis(burgers/fries)ProspectqualificationNext-sequential-purchaseanalysisChurnanalysisandpredictionPropensitytobuymodelingCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost5/21/2023Slide:17CRMconceptualmodelIncreasedcustomerknowledgeIncreasedcustomervalueIncreasedoperationalefficiencyandeffectivenessIncreasedcustomerloyaltyandcustomerbaseIncreasedProfitsandsatisfactionSharonCrost5/21/2023Slide:18SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelSharonCrost5/21/2023Slide:19CRMBusinessCasesBusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upSharonCrost5/21/2023Slide:20Discussion–BusinessObjectiveHowmuchareyouwillingtopayforcustomersatisfaction?SharonCrost5/21/2023Slide:21Discussion–CRMstrategytosupportbusinessobjectiveDoyouwantarelationshipwithyourvendors?Whyorwhynot?SharonCrost5/21/2023Slide:22ReferencesSharonCrost5/21/2023Slide:23SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategySharonCrost5/21/2023Slide:24Discussion-OperationalProcessYouaretheoperationsmanagerofatypicalsmallmanufacturingcompany.DescribeyourcustomertouchpointsanddiscusshowCRMcouldimproveoperationalprocesses. SharonCrost5/21/2023Slide:25CustomerTouchpointsDeliveryCallCenterHotlineE-mailDirectMarketingStorePurchaseSalesRepFinanceSurveyOrderProcessingWebSiteFeedbackProcessesSharonCrost5/21/2023Slide:26BusinessOperationsMarketingFinanceSalesCallCenterDeliveryOrdersPartnerMgmtPurchasingActivityMgmtContactMgmtCaignMgmtCallcenteranalysisPricingConfigurationPartnerAnalysisSupplierEvalSharonCrost5/21/2023Slide:27CRMSCMERPSupplyChainManagementCustomerRelationshipManagementEnterpriseResourcePlanningorderentrydistributionprocurementproductionlogisticsinventoryfinance/acctghumanresourcesdemandplanningmanufacturingplanning/schedulingsupplyplanninglogisticsplanningsuppliermanagementleadgenerationqualificationcustomisationquotation/costmgmtorderprocessingdeliveryservice/supportmarketingcaignmanagementManageBusinessTransactionsSupplyproductsorservicesCustomerInteractionsSharonCrost5/21/2023Slide:28TechnologyFramework-DiscussionYouaretheITmanagerofatypicalsmallmanufacturingcompany.DescribeyourcurrenttechnologyinfrastructureandhowCRMcouldbecomeamorevaluablepartofthisinfrastructure.SharonCrost5/21/2023Slide:29LogicalFlowBusinessObjectiveInfrastructureProcesses&OutputsStrategytomeetobjectiveCustomerSharonCrost5/21/2023Slide:30InfrastructureAlternativesDatabaseDataDatabaseDataContactManagementCRMsystemCallCenterCRMsystemSharonCrost5/21/2023Slide:31InfrastructureAlternativesIntegratedDataWarehouseApplicationServerWebServerE-mailServerDataMartDataMartDataMartDataMartDataMartDataMartSharonCrost5/21/2023Slide:32AnalyzingCRMdata-discussionYouaretheCRMmanagerforHAKRscomputersonlineandyouhavecreatedanewCRMsystemtocollectwhateverdatayouneedtoincreasethebusinessprofitability.Describeyourdataanalysismethods.SharonCrost5/21/2023Slide:33AnalyzingCRMdataResultsAnalysisCurrentActivityPredictiveAnalysisProspectqualificationAffinityanalysis(frieswithburgers)ChurnanalysisandpredictionPropensitytobuymodelingCustomerprofilingNext-sequential-purchaseanalysisPropensitytobuyClickstreamanalysisCustomerSupportRevenueAnalysisChannelAnalysisCustomerValueMeasurementCustomersegmentationPartnercontributionmeasurementCustomerprofilingSharonCrost5/21/2023Slide:34ManagingCRMprojects-discussionYouaretheprojectmanagerforaCRMprojectandyouhavejustfoundoutthattheprojectwilltake2monthslongerthanplanned,andcost200keurosmorethanplanned.Howdoyouexplainthistoyourboss?SharonCrost5/21/2023Slide:35CRMprojectmanagementFunctionalityTimeResourcesSharonCrost5/21/2023Slide:36ProjectManagementProjectObjectiveTaskOutline:what,who,linktasksOnBudget Costestimates,trackcosttoestimateOntime Timeschedule,beginning,end,durationPlanmeetsobjective–measureresultsRiskMangementSharonCrost5/21/2023Slide:37MeasuringResults/Follow-up-discussionYouaretheprogrammanagerforaCRMprogramandyouneedtopresentyourresultsandnextstepstoyourboss.Whataregoodmeasures?Whatdoyourecommendforafollow-up?SharonCrost5/21/2023Slide:38SMARTMetricsSpecificMeasurableActionableRelevantTimelySharonCrost5/21/2023Slide:39SummaryandQuestionsWhatyouknowaboutCRMDiscussiononhowCRMworksCRMtermsCRMconceptualmodelBusinessObjectiveCRMstrategyOperationalProcessesTechnology/InfrastructureAnalyzingdataManagingProjectsMeasuringResultsandFollow-upSharonCrost5/21/2023Slide:40TrendsProcessandInfrastructurecustomer-driven(notinternallydriven)CRMbuy-incomesfromthetopoftheorganizationROIneedstobejustified(toomuchhype)Long-termversusshorttermstrategicviewIntegrationofinformation(versussinglefunctionsolutions)CRMisnotjustaboutthetechnologySharonCrost5/21/2023Slide:41Privacy/LegalLegalissuesvaryfromcountrytocountryCultureisakeyconsiderationSeeklegaladviceandkeepupwithchangesDescribeclearlyyourprivacypolicy,and/orwhatyouwilldowiththeinformation,andholdtruetoyourcommitmentsSharonCrost5/21/2023Slide:42ClassProjectSelectacompanycurrentlyundergoingaCRMprojectorwithabusinessobjectivethatcanbesolvedwithaCRMprojectCreativelyproposeaCRMsolutionusingthefollowingframework:BusinessObjectiveCRMstrategytomeetthebusinessobjectiveInfrastructureandProcesssupportingtheCRMstrategyOngoingManagementoftheprogramBusinessResultsandFollow-upYourprojectistobepresented/discussedonthelastcourseday.Youaregradedonthefollowing:demonstrateunderstandingorCRMconceptsyourprojectmeetsthestatedbusinessobjectiveprojectisorganized,interesting,insightfulandcreativeSharonCrost5/21/2023Slide:43ProjectNotesdiscussyourassumptionsdescribecustomertouchpointspresentproposedROIdiscusshowthesolutioncouldbemanagedusingresources,timeframeandfunctionalitydescribehowyourprojectalignswithCRMtrendsshowgraphicsofaproposedprocessfloworinfrastructureSharonCrost5/21/2023Slide:44BusinessCasePracticeYouaretheCRMmanagerofdigitalcamerasonlineandyouneedtoincreaseyoursalesby25%fortheyear2003.Youhaveaverylargecustomerbaseandwouldliketobemoreefficientingettingandkeepingcustomers?Youhavediscoveredthatyourcompetitorsarestartingtoemailnewproductinfotoclients.Youhavestartedusingcustomerinformationdatabasesbutdon’tyethaveacaignstrategy.Describethebusinessobjective,CRMobjectiveandacreativeCRMprogramtomeetyourbusinessobjective.SharonCrost5/21/2023Slide:45BusinessCaseStudy-HPCeBit–March2002,Germany>LargetEuroTradeshow>BusinessandTechnologyOriented>Inperson-attendanceaveragesseveralhundredthousands(700thousandthisyear)>GermanwebteamAntjeLindnerSharonCrost5/21/2023Slide:46ExecutiveSummaryBusinessObjective:Increaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsalesCRMstrategy:createaclosed-loopmarketingcaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost5/21/2023Slide:47ExecutiveSummary(continued)InfrastructureandProcess:createexcitingwebpagesaudiostreaminglocalDJstopromoteproductsSMSnewscastcreategametogetregistrationsdatabaseofcustomerinfoOngoingManagementoftheprogram:programandmarketingmgrinvolvementtechnologysupportandreviewBusinessResultsandFollow-up:BusinessresultspresentedpresentationcommunicatedandsavedfornextyearSharonCrost5/21/2023Slide:48ObjectiveIncreaseawarenessofproducts,particularlynewproductsleadingtoeventualincreasedsales

Increasedawarenessleadstoincreasedsales Awarenesscanbeleveragedtosalesofexistingproducts Excitementandcreativityintheawareness-buildingcanleadtoincreasedcustomerexcitementandvalueSharonCrost5/21/2023Slide:49CRMStrategyCRMstrategy:createaclosed-loopmarketingcaignontheweb:segmentcustomersgetmorecustomerstothesiteincreasepageviewsonthesitegathercustomerinformationpushproductinformationtocustomersSharonCrost5/21/2023Slide:50SegmentingCustomers>Pre-selected–thoseattendingorinterestedinCeBitshow>GermanSpeakingTargeted(Germany,Austria,Switz)>Technologyoriented>EarlyAdoptersSharonCrost5/21/2023Slide:51CustomerSegmentsHighVolumeHardwareHighValueOutsourcingCustomizedSolutions(SAP)SharonCrost5/21/2023Slide:52IncreasingPageViewsCreateaninformativeandinterestingwebsitefocusedonthesegmentedcustomersSharonCrost5/21/2023Slide:53GatherCustomerInformationCreateawebgamethatinterestscustomersandmotivatesthemtosubmitcustomerinformationSharonCrost5/21/2023Slide:54PushProductInfotoCustomersCreate