Chapter 11- Building a Customer-centric Organization-Customer Relationship Management

Operational CRM & Analytical CRM

Front Office Operational CRM sales systems, marketing systems customer service systems--------->data warehouses-->data mining &collaborative CRM system Back Office-Analytical CRM

Typical Sales Process

SALES PROCESS opportunity generated ->lead sent to salesperson->potential customer contacted->potential customer meeting->problems & solutions identified->customer sales quote generated->sales order placed->order fulfilled->customer billed

sales metrics

-# of protective customers -# of new customers -# of retained customers -# of open leads -# of sales call -# of sales calls per lead -amount of new revenue -amount of recurring revenue -# of proposals given

marketing metrics

-#of marketing campaigns -new customer retention rates -# of responses by marketing campaign -# of purchases by marketing campaign -revenue generated by marketing camaign -cost per interaction by marketing campaign -# of new customers acquired by marketing campaign -customer retention rate -# of new leads by product

contact center

-(aka call center) is where customer service representatives answer customer inquiries & solve problems, usually be email, chat,/phone -track customer communication histories along w/problem resolutions-info critical for providing a comprehensive customer view to the service representative

Control Center Services

-Automatic Call Distribution -Interactive Voice Response -Predictive Dialing

Operational CRM tech

-Marketing Operational CRM tech -Sales Operational CRM tech -Customer Service Operational CRM tech

Common CRM Metrics

-Sales metrics -Customer service metrics -Marketing metrics

customer service metrics

-cases closed same day -# of cases handled by agent -# of service calls -avg # of service request by type -avg time to reslolution -avg # of service calls per day -percentage compliance w/ service-level agreement -percentage of service renewals -customer satisfaction level

To guarantee that every customer has a highly satisfying online buying experience, company asks the dealers to agree to a number of standards including

-checking online orders twice daily -shipping online orders within 24 hours -responding to customer inquiries within 24 hours

Customer relationship management CRM

-means of managing all aspects of a customer's relationship w/ an org. to increase customer loyalty & retention & an org. profitability -2 kinds 1. operational CRM 2. analytical CRM

Three Current Trends Extending Customer Relationship Management

-supplier relationship management SRM -partner relationship management PRM -employee relationship management ERM

operational CRM

-supports traditional transactional processing for day-to-day front office operations/systems that deal directly w/ the customers -Three Primary Operational CRM tech a marketing dept can implement to increase customer satisfaction are:

web-based self-service systems

allow customers to use the web to find answers to their questions/solutions to their problems

1. sales management CRM systems

automate each phase of the sales processes, helping individual sales representatives coordinate & organize all their accounts

Predictive Dialing

automatically dials outbound calls & forwards answered calls to an available agent

sales force automation SFA

automatically tracks all the steps in the sales processes

list generators

compile customer info from a variety of sources & segment it for diff marketing campaigns

Customer Service Operational CRM tech

contact center, web-based self-service, call scripting

Interactive Voice Response (IVR)

directs customers t use touch-tone phones/keywords to navigate/provide info

partner relationship management PRM

discovers optimal sales channels by selecting the right partners & identifying mutual customers

SFA products

focus on increasing customer satisfaction, building customer relationships, & improving product sales

supplier relationship management SRM

focuses on keeping suppliers satisfied by evaluating & categorizing supplier for diff projects

click-to-talk

functions, which allow customers to click a button & talk w/ a representative via the internet

call scripting systems

gather product details & issue resolution info that can be automatically generated into a script for the representative to read to the customer

campaign management systems

guide users through marketing campaigns by performing such tasks as campaign def, planning, scheduling, segmentation, & success analysis

Uplift modeling

is a form of predictive analytics for marketing campaigns that attempts to identify target markets/ppl who could be convinced to buy products

Up-selling

is increasing the value of the sale

Marketing Operational CRM tech

list generator, campaign management, cross selling & up-selling

2. contact management CRM systems

maintains customer contact info & identifies prospective customers for future sales, using tools such as org. charts, detailed customer notes, & supplemental sales info

website personalization

occurs when a website has stored enough data about a person's likes & dislikes to fashion offers more likely to appeal to that person

customer service & support CSS

part of operational CRM that automates service requests, complaints, product returns, & info requests

employee relationship management ERM

provides web-based self service tools that streamline & automate the human resource department

uplift

refers to the increased sales that can follow after this form of analytical CRM analysis

Automatic Call Distribution

routes inbound calls to available agents

Sales Operational CRM tech

sales management, contact management, opportunity management

cross-selliing

selling additional products/services to an existing customer

analytical CRM

supports back-office operations & strategic analysis & includes all systems that do not deal directly w/ the customers

3. opportunity management CRM systems

target sales opp by finding new customers/companies for future sales

customer segmentation

which divides a market into categories that share similar attributes such as age, location, gender, habits, & so on

Three Primary Operational CRM tech a marketing dept can implement to increase customer satisfaction are:

1. list generator 2. campaign management 3. cross-selling & up-selling

Three Primary Optional CRM tech a sales department can adopt are

1. sales management CRM systems 2. contact management CRM systems 3. opportunity management CRM systems