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