OMIS 320 - Chapter 10 (1)
Fifty 50 percent of all CRM programs are now designed & maintained for clients by ___________.
Application Service Providers (ASPs)
________ means focusing on customer requirements, then delivering products and services in a manner resulting in high levels of customer satisfaction
CRM
_________ can categorize calls, determine average resolution time, forecast future demand, improve the overall productivity of the staff, increasing customer satisfaction levels
Call Centers
________ is the process of reducing customer defections.
Churn reduction
____________ is defined as how a customer navigates a Web site
Clickstream
____________ is defined as ala carte & on demand offerings accessed via web browser and involves changing the cost structure of CRM applications
Cloud computing (software as a service)
Designing & Implementing a Successful CRM Program: Step 1
Creating the CRM Plan
__________ is when Additional products are sold as the result of an initial purchase (e.g., e-mails from Amazon.com describing other books bought by people)
Cross-Selling
_________ is the process of finding methods to retain customers.
Customer Defection Analysis
Customer Relationship Management (CRM) defined
"The infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to remain loyal—indeed to buy again."
_________ is an example of cross-selling
Amazon
CRM must include...
1. talking to customers 2. understanding their behavior and their requirements 3. building a system to satisfy those requirements
Two important issues of ______________ are ability to assure privacy & ability to minimize customer harassment
Customer Privacy Capabilities
__________ is defined as the Building and maintaining profitable long-term customer relationships
Customer Relationship Management (CRM)
_____________ is to verify the customer lifetime value for individuals or segments.
Customer Value Determination
______________ is defined as rules & laws regarding invasion of privacy and include Patriot Act in the US and Internet Privacy Law in the EU
Customer data privacy
Designing & Implementing a Successful CRM Program: Step 5
Establish Performance Measures
_____________ is to offer the right products & services to customers at the right time.
Event-Based Marketing
___________ means that customers can communicate directly with product specialists using wireless devices & the right diagnosis can be made quickly
Field Service Management
Adapting CRM for global uses is (increasing or decreasing)
INCREASING New Markets out side of traditional industrialized countries require adaptation to local needs, language, & culture
Designing & Implementing a Successful CRM Program: Step 4
Integrate Existing CRM Applications
Designing & Implementing a Successful CRM Program: Step 2
Involve CRM users from Outset
__________ enables quick decision making, better customer service, & a better-equipped & happy sales staff
Knowledge management
____________ means that sales reps can follow prescribed tactics when dealing with prospects to aid closing the deal
Lead management
_________ means that customers are frequently given opportunities to provide feedback about a product, service, or organization
Measuring Customer Satisfaction
____________ are defined as Rules & laws regarding invasion of privacy are springing up. Solution: develop a privacy policy & post it on their Web site.
New Privacy Regulations
_______________ is defined as Understanding customer behaviors & preferences, firms customize communications
Personalizing Customer Communications
____________ Occur after the sale & include warranty repair capabilities, complaint resolution, product returns, & operating information.
Posttransaction elements
______________ Precede the sale (e.g., customer service policies, the mission statement, org. structure, & system flexibility).
Pre-transaction elements
________ is when firms forecast likelihood of customers' purchases.
Predicting Customer Behaviors
Designing & Implementing a Successful CRM Program: Step 6
Providing CRM Training for All Users
_____________ is the process of when customers select the type & time of communication
Relationship marketing or permission marketing
____________ is Used for documenting field activities, communications with the home office, & retrieving sales history.
Sales Force Automation (SFA)
______________ is a tool offering sales reps a guided sequence of sales activities
Sales activity management
The automated sales force tools include:
Sales activity management Sales territory management Lead management Knowledge management
__________ is when sales managers obtain information of each sales rep's activities (e.g., total sales per sales rep.)
Sales territory management
_____________ is defined as Grouping customers to create specialized communications about products
Segmenting Customers
Designing & Implementing a Successful CRM Program: Step 3
Select the Right Application & Provider
_________ is defined as the creating and cultivating of virtual communities around product or brand is a powerful way to engage consumers
Social media
___________ include e-mail or direct mail saves labor & postage, reduces chances of being a nuisance
Target marketing efforts
____________ Occur during the sale & include the order lead time, the order processing capabilities & the distribution system accuracy.
Transaction elements
__________ is when websites act as support mechanisms for call centers where customers can access their account information & operating hours, contact information, etc.
Website Self-Service
Finding a new customer costs ________.
five times as much as keeping an old customer.
What does customer service actually mean? (Seven Rs Rule)
right PRODUCT, in the right QUANTITY, in the right CONDITION, at the right PLACE, at the right TIME, for the right CUSTOMER, at the right COSTS
Relationship Marketing or Permission Marketing requires _______ & __________.
software, customer participation
