INTRODUCTION

What is CRM?

How to manage customer to be loyal So, CRM is the core business strategy that integrates

internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. It is grounded on high quality customer related data and enabled by information technology.

Four major perspectives on CRM

Strategic operational Analytical collaborative

Strategic CRM

Focused upon the development costumer-centric business culture, so you can beat all competitors by creating and delivering value better than others

Operational CRM

Automates and integrates marketing, selling, and sevice function with software. So you can automated marketing, selling, and sevice function with only used software.

Analytical CRM

Analytical CRM is concerned with capturing, storing, extracting, integrating, processing, interpreting, distributing, using and reporting customer-related data to enhance both customer and company value.

Collaborative CRM

the strategic and tactical alignment of normally separate enterprises in the supply chain for the more profitable identification, attraction, retention and development of customers.

example, manufacturers of consumer goods and retailers can align their people, processes and technologies to serve shoppers more efficiently and effectively.

CRM is not...

Database marketing Marketing process An IT issue About loyality schemes Can be implemented by any company

Constituencies of CRM

Companies Customers and partners of those companies Vendor of CRM software e.g. Oracle SAP, KANA Xtuple Aplication service providers Vendor of Hardware and infrastructure Management consultants

Model of CRM

The IDIC (Identify, Differentiate, Interact, Costumize) model

Qci model

UNDERSTANDINGRELATIONSHIP

What is a Relationship

A relationship is composed of a series of interactive episodes between dyadic parties over time. Episodes are time bound (they have a beginning and an end) and are nameable.

If there is only a one-off transaction, like buying a vacuum cleaner from a specialist outlet, most of us wouldn’t call this a relationship.