Learning Outcomes
11.1
Compare operational and analytical
customer relationship management
11.2 Identify the primary forces driving the
explosive growth of customer
relationship
management
11.3 Define the relationship between decision
making and analytical customer
relationship management
11.4 Summarize the best practices for
implementing a successful customer
relationship management system
Customer Relationship
Management (CRM)
CRM enables an organization to:
Provide better customer service
Make call centers more efficient
Cross sell products more effectively
Help sales staff close deals faster
Simplify marketing and sales processes
Discover new customers
Increase customer revenues
Customer Relationship
Managements Explosive Growth
CRM Business Drivers
Customer Relationship
Managements Explosive Growth
Forecasts for CRM Spending (in
billions)
Customer Relationship
Management Success Factors
CRM success factors include:
1. Clearly communicate the CRM strategy
2. Define information needs and flows
3. Build an integrated view of the customer
4. Implement in iterations
5. Scalability for organizational growth