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Customer Relationship Management

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Wine rep, based on knowledge of restaurant food and atmosphere ... What types catalogs, specials, coupons. When to send. Billboard advertising ... – PowerPoint PPT presentation

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Title: Customer Relationship Management


1
Customer Relationship Management
  • presented by
  • Ben Bachman
  • Frank Johnston
  • Shaun Patterson

2
Customer Relationship Management
  • Stores information on customers and potential
    customers
  • Info shared among different departments
  • Marketing
  • Sales Distribution
  • Customer Service and Support
  • Overall goal Focus on customer

3
Common Marketing Features
  • Customer profiling
  • Common demographic
  • Track customer calls of any type
  • Analyze customer lifecycle behavior
  • Campaign management

4
Common Sales Features
  • Product database
  • With pricing info
  • Tracking sales leads
  • Sale calendaring
  • Ordering
  • Telemarketing

5
Common Service Features
  • Logging of service requests
  • Inventory tracking
  • Warranties and serial number information
  • Repairs

6
Databases Used
7
Feature Comparison
8
Feature Comparison
  • High functionality somewhat correlated with low
    satisfaction

9
Detailed Features
  • Looking at over 100 features, both Microsoft and
    Oracle have every one
  • Products are distinguished by usability and
    integration with existing workflow
  • Implementation failure rate 65

10
Primary Features
  • Microsoft
  • Integrates with other Office products
  • Peoplesoft
  • Streamlines business processes
  • Sage
  • Customizable

11
CRM Architecture
  • Basic client-server architecture

12
CRM Architecture
CRM Architecture
  • On Demand software
  • Aimed at smaller companies that cannot afford
    fullscale CRM implementations
  • Advantage of easy updates
  • Disadvantage of not being as customizable

Server
Web Browser
13
(No Transcript)
14
PeopleSoft
  • Popular CRM system
  • Originally designed for HR support
  • Tracked information on employees rather than
    customers
  • Later expanded to customer support, linkage to
    accounting systems, ERP systems

15
PeopleSoft
  • Customer specific requirements can be implemented
  • Access to source code
  • Additional plugin modules
  • Dashboards
  • Realtime monitoring of business activities
  • Screens can be fully customizable to suit needs

16
Typical CRM Applications
  • Human Resources
  • Customer Support
  • Sales
  • Trend Analysis
  • Marketing

17
  • CRM system used to track customer purchases
  • Customer buys computer via website
  • Information recorded as new customer record
  • Stores name, address, computer bought
  • Linked up with ERP systems

18
Dell.com
  • Customer calls up tech support
  • Tech support can pull up CRM page
  • Shows exact specifications of computer in question

19
Dell.com
  • Notable features in system architecture
  • Linkup with web server
  • Advertising/marketing can add new customer to
    catalog mailing list
  • All tech support people have information,
    including on-site service

20
CRM Data Analysis
  • Key feature of CRM is statistical analysis
  • Human analysis
  • Human operators draw on outside experience,
    knowledge
  • Suggestions made to customers based off this
  • Computer analysis
  • Analysis of buying trends
  • Marketing
  • Customized suggestions, Amazon.com

21
Wine Rep CRM Example
Sample readout of red wines from
server Downloaded via tablet PC
Real-time availability of items Update to date
price changes Information may even be linked to
webpages via hyperlinks, etc
22
Wine Rep Human Analysis
Wine rep can pinpoint non-selling items, such as
the Australian Shiraz Wine rep, based on
knowledge of restaurant food and atmosphere can
suggest replacing Australian Shiraz with South
African Shiraz
Replace
23
Sales Positions and CRM
  • Commission based pay
  • More information on customer, customer needs may
    result in more sales
  • Wine rep beneficial to know about sales of
    wines in other restaurants, popular trends
  • CRM systems play a crucial role

24
Amazon.com
Automated recommendations based off your buy
habits and others
25
Amazon.com
Incorporates previous customer data
26
Amazon.com
  • System attempts to decipher how customers shop,
    what they buy, what they would want to buy
  • System very basic, not perfect
  • Buy one book from author, suggests more
  • Buy one book on hacking, suggests them all
  • One time buy of subject leads to further
    suggestions

27
Victorias Secret CRM Analysis
  • Secret Marketing?
  • Computerized CRM Analysis
  • Buying habits of individuals tracked and analyzed
  • Buyers MORE willing to buy again after a recent
    sales
  • Started sending out catalogs immediately after
    sale
  • Found buyers looked at catalog, if satisfied by
    recent purchase, purchased more goods
  • CRM integrated with e-mail marketing
  • E-mail advertisements replace paper catalogs
  • Personalized to buying habits

28
Using CRM for Marketing
  • Follow purchase trends
  • Mailings
  • What types catalogs, specials, coupons
  • When to send
  • Billboard advertising
  • Based on areas and types of sales
  • Who to advertise to

29
CRM Market Share
30
Marketing Strategies
  • All inclusive solution
  • Sell additional features or suites
  • ERP suites
  • Success stories

31
Problems with CRM
  • Lack of commitment
  • Users within company adjusting to implementation
  • Poor communication
  • Weak leadership
  • Trying to buy more than you need
  • Implementing a complete solution right away
    rather than starting with a basic solution and
    adding features as needed
  • Look and feel
  • Peoplesoft interface is bloated
  • Others may be hard to use

32
Future of CRM
  • e-CRM
  • Marketing/Advertising
  • Research
  • 65 failure rate and how to improve this
  • CRM in the public sector

33
References
  • http//www.businesslink.gov.uk/bdotg/action/detail
    ?typeRESOURCESitemId1075422956
  • Hee-woong Kim, Shan L Pan. Towards a Process
    Model of Information Systems Implementation The
    Case of Customer Relationship Management (CRM)
  • http//blogs.ittoolbox.com/crm/realms/archives/crm
    -market-grows-in-2005-but-gartners-methodology-que
    stioned-9956
  • www.sap.com
  • www.oracle.com
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