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1、Customer Relationship ManagementGrenoble Ecole de Grenoble Ecole de Management Management October 2003October 20031Sharon Crost crostfree.fr mobile:+33.686.17.8592 Sharon Crost enthusiastically leads a role in the worlds of Enterprise and Entrepreneur.In the Enterprise world,Sharon has worked for th
2、e large companies of IBM and Hewlett-Packard in Finance,Marketing and Information Technology.Her passion for the hi-tech world and flair for working with international clients has led her to positions from managing business finances to managing business system projects,to consulting on enterprise sy
3、stems,to managing international marketing programs to managing international technology and e-business teams.As an entrepreneur,Sharon has started up two diverse small businesses in the U.S.-a customized travel service and an organic vegetable farm.Sharons appreciation of the mountains has brought h
4、er to Grenoble,France where she currently works as an independent consultant.Sharon Crost 3/14/2023 Slide:2Class ScheduleTo Be FinalizedSharon Crost 3/14/2023 Slide:3Instructor Sharon CROSTcrostfree.frmobile:+33.686.17.8592text:Dych,Jill.The CRM Handbook:A Business Guide to Customer Relationship Man
5、agement,Boston:Addison-Wesley,2001.Sharon Crost 3/14/2023 Slide:4Presentation of Course-OutlinelCRM Overview What is CRMCRM as a Business ToolStrategic CRMlTechnology Technology FrameworkInfrastructure AlternativeslManaging CRM projects and Follow-up Analyzing the dataMeasuring ResultsOngoing improv
6、ementlApplying CRM to business cases and student projects Applying CRM and ReviewStudent ProjectsCourse Discussion/evaluationSharon Crost 3/14/2023 Slide:5Presentation of Course(style)lACTIVE!lInteractive discussionlCases to apply learninglPractical vs.TheoreticallInstructor ideas,facilitation,resou
7、rces Sharon Crost 3/14/2023 Slide:6Presentation of Course evaluationlIndividual evaluation based on student participation and understanding of CRM conceptsSharon Crost 3/14/2023 Slide:7CRM Student ProjectlBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process suppo
8、rting the CRM strategylOngoing Management of the programlBusiness Results and Follow-upSharon Crost 3/14/2023 Slide:8IntroductionsUsing post-it paper list three of each:lWhat I know about CRM(3 thoughts on 3 separate pieces of paper)lWhat I want to know about CRM(3 thoughts on 3 separate pieces of p
9、aper)Sharon Crost 3/14/2023 Slide:9Discussion Case#1 computer onlineMichael Shmichael is purchasing a personal computer from HAKR Computers Online.Describe the customers purchase experience,the vendors sales experience and the relationship between customer and vendorSharon Crost 3/14/2023 Slide:10Di
10、scussion Case#1 computer onlineCustomer PerspectivelSelect the Productquality,price,availability,functionalitylPurchase Producteasy process,quick delivery,online delivery info,payment termslUse and Learnassemble parts,instructions,features,new information,upgradeslOngoing Supporttechnical support,sa
11、les support Sharon Crost 3/14/2023 Slide:11Discussion Case#1 computer onlineVendor PerspectivelProvide Product Information/Marketingquality,price,availability,functionalitylEfficient Purchase Processeasy process,quick delivery,online delivery info,payment termslClient Knowledgerepeat buy,product fee
12、dbacklRevenues,Profit,Customer Satisfactionreturn on investment,customer retention,profit,customer shareSharon Crost 3/14/2023 Slide:12Discussion Case#1 computer onlineRelationship Customer and VendorlProduct infoweb search,preferences,comparisons,pop-ups,live customer support,exclusive infolPurchas
13、esonline view,stored address info,auto paymentslShared Knowledgepreferences,license or consumables info,lIncreased Customer Value!satisfied customer,loyalty,advocate,Sharon Crost 3/14/2023 Slide:13Definitions and TermsCRM:the infrastructure and process that allows you to manage customer interaction
14、and increase customer value and profitSharon Crost 3/14/2023 Slide:14General Termsle-commercelenterprise CRM(sometimes e-CRM)lFront office/back officelOperational CRM(front office sales force,call center)lBrick-and-mortar companieslCustomer Touch pointlSales Force AutomationlUp-sellingSharon Crost 3
15、/14/2023 Slide:15Marketing TermslAttrition/ChurnlClosed-loop marketing campaignslCustomer profiling/segmentationlB2B/B2ClCampaign managementlopt-in/opt outlpermission marketingSharon Crost 3/14/2023 Slide:16Internet/Technology TermslCookielClickstreamlASPlscreen poplcyberagents(animation)lData wareh
16、ouse/data martslData Mining(predictive analysis)lIntegrated DatabaselAutomated WorkflowSharon Crost 3/14/2023 Slide:17Analytical CRMlCustomer Value MeasurementlAffinity analysis(burgers/fries)lProspect qualificationlNext-sequential-purchase analysislChurn analysis and predictionlPropensity to buy mo
17、delinglCustomer segmentationlPartner contribution measurementlCustomer profilingSharon Crost 3/14/2023 Slide:18CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and s
18、atisfactionSharon Crost 3/14/2023 Slide:19CRM conceptual modelIncreased customer knowledgeIncreased customer valueIncreased operational efficiency and effectivenessIncreased customer loyalty and customer baseIncreased Profits and satisfactiongather datasegment/profileanalyze datacustomize and optimi
19、ze offercustomize interactionoptimize programscreate targeted campaignscreate efficient infrastructure and processdivest unprofitable customerscreate customer care programscreate feedback loopSharon Crost 3/14/2023 Slide:20Summary and Questions lWhat you know about CRMlDiscussion on how CRM workslCR
20、M termslCRM conceptual modelSharon Crost 3/14/2023 Slide:21CRM Business CaseslBusiness ObjectivelCRM strategy to meet the business objectivelInfrastructure and Process supporting the CRM strategylOngoing Management of the programlBusiness Results and Follow-upSharon Crost 3/14/2023 Slide:22Discussio
21、n Business ObjectiveHow much are you willing to pay for customer satisfaction?Sharon Crost 3/14/2023 Slide:23Discussion CRM strategy to support business objectiveDo you want a relationship with your vendors?Why or why not?Sharon Crost 3/14/2023 Slide:24ReferencesSharon Crost 3/14/2023 Slide:25Summar
22、y and QuestionslWhat you know about CRMlDiscussion on how CRM workslCRM termslCRM conceptual modellBusiness ObjectivelCRM strategySharon Crost 3/14/2023 Slide:26Discussion-Operational ProcessYou are the operations manager of a typical small manufacturing company.Describe your customer touch points a
23、nd discuss how CRM could improve operational processes.Sharon Crost 3/14/2023 Slide:27Customer TouchpointsDeliveryCall CenterHotlineE-mailDirect MarketingStore PurchaseSales RepFinanceSurveyOrder ProcessingWeb SiteFeedback ProcessesSharon Crost 3/14/2023 Slide:28Business OperationsMarketingFinanceSa
24、lesCall CenterDeliveryOrdersPartnerMgmtPurchasingActivity MgmtContact MgmtCampaign MgmtCall center analysisPricingConfigurationPartner AnalysisSupplier EvalSharon Crost 3/14/2023 Slide:29CRM-SCM-ERPSupply Chain ManagementCustomer Relationship ManagementEnterprise Resource Planningorder entrydistribu
25、tionprocurementproductionlogisticsinventoryfinance/acctghuman resourcesdemand planningmanufacturingplanning/schedulingsupply planninglogistics planningsupplier managementlead generationqualificationcustomisationquotation/cost mgmtorder processingdeliveryservice/supportmarketingcampaign managementMan
26、age Business TransactionsSupply products or servicesCustomer InteractionsSharon Crost 3/14/2023 Slide:30Contact Information-ExampleSharon Crost 3/14/2023 Slide:31Technology Framework-DiscussionYou are the IT manager of a typical small manufacturing company.Describe your current technology infrastruc
27、ture and how CRM could become a more valuable part of this infrastructure.Sharon Crost 3/14/2023 Slide:32Logical FlowBusiness ObjectiveInfrastructureProcesses&OutputsStrategy to meet objectiveCustomerSharon Crost 3/14/2023 Slide:33Infrastructure AlternativesDatabaseDataDatabaseDataContact Management
28、 CRM systemCall Center CRM systemSharon Crost 3/14/2023 Slide:34Infrastructure AlternativesIntegrated Data WarehouseApplication ServerWeb ServerE-mail ServerData MartData MartData MartData MartData MartData MartSharon Crost 3/14/2023 Slide:35Analyzing CRM data-discussionYou are the CRM manager for H
29、AKRs computers online and you have created a new CRM system to collect whatever data you need to increase the business profitability.Describe your data analysis methods.Sharon Crost 3/14/2023 Slide:36Analyzing CRM dataResults AnalysisCurrentActivityPredictive AnalysisProspect qualificationAffinity a
30、nalysis(fries with burgers)Churn analysis and predictionPropensity to buy modelingCustomer profilingNext-sequential-purchase analysisPropensity to buyClickstream analysisCustomer SupportRevenue AnalysisChannel AnalysisCustomer Value MeasurementCustomer segmentationPartner contribution measurementCus
31、tomer profilingSharon Crost 3/14/2023 Slide:37Managing CRM projects-discussionYou are the project manager for a CRM project and you have just found out that the project will take 2 months longer than planned,and cost 200k euros more than planned.How do you explain this to your boss?Sharon Crost 3/14
32、/2023 Slide:38CRM project managementFunctionalityTimeResourcesSharon Crost 3/14/2023 Slide:39Project ManagementlProject ObjectivelTask Outline:what,who,link taskslOn BudgetCost estimates,track cost to estimatelOn timeTime schedule,beginning,end,durationlPlan meets objective measure resultslRisk Mang
33、ementSharon Crost 3/14/2023 Slide:40Measuring Results/Follow-up-discussionYou are the program manager for a CRM program and you need to present your results and next steps to your boss.What are good measures?What do you recommend for a follow-up?Sharon Crost 3/14/2023 Slide:41SMART MetricslSpecificl
34、MeasurablelActionablelRelevantlTimelySharon Crost 3/14/2023 Slide:42Follow-uplClosed-looplMilestoneslRisks and Risk ManagementlOngoing ProcesslFuture AdvancesSharon Crost 3/14/2023 Slide:43Summary and QuestionslWhat you know about CRMlDiscussion on how CRM workslCRM termslCRM conceptual modellBusine
35、ss ObjectivelCRM strategylOperational ProcesseslTechnology/InfrastructurelAnalyzing datalManaging ProjectslMeasuring Results and Follow-upSharon Crost 3/14/2023 Slide:44TrendslProcess and Infrastructure customer-driven(not internally driven)lCRM buy-in comes from the top of the organizationlROI need
36、s to be justified(too much hype)lLong-term versus short term strategic viewlIntegration of information(versus single function solutions)lCRM is not just about the technologySharon Crost 3/14/2023 Slide:45Privacy/LegallLegal issues vary from country to countrylCulture is a key considerationlSeek lega
37、l advice and keep up with changeslDescribe clearly your privacy policy,and/or what you will do with the information,and hold true to your commitmentsSharon Crost 3/14/2023 Slide:46Class ProjectlSelect a company currently undergoing a CRM project or with a business objective that can be solved with a
38、 CRM projectlCreatively propose a CRM solution using the following framework:Business ObjectiveCRM strategy to meet the business objectiveInfrastructure and Process supporting the CRM strategyOngoing Management of the programBusiness Results and Follow-uplYour project is to be presented/discussed on
39、 the last course day.lYou are graded on the following:demonstrate understanding or CRM conceptsyour project meets the stated business objectiveproject is organized,interesting,insightful and creativeSharon Crost 3/14/2023 Slide:47Project Notesldiscuss your assumptionsldescribe customer touchpointslp
40、resent proposed ROIldiscuss how the solution could be managed using resources,timeframe and functionalityldescribe how your project aligns with CRM trendslshow graphics of a proposed process flow or infrastructureSharon Crost 3/14/2023 Slide:48Business Case Practice You are the CRM manager of digita
41、l cameras online and you need to increase your sales by 25%for the year 2003.You have a very large customer base and would like to be more efficient in getting and keeping customers?You have discovered that your competitors are starting to email new product info to clients.You have started using cus
42、tomer information databases but dont yet have a campaign strategy.Describe the business objective,CRM objective and a creative CRM program to meet your business objective.Sharon Crost 3/14/2023 Slide:49Business Case Study-HPlCeBit March 2002,GermanylLarget Euro TradeshowlBusiness and Technology Orie
43、ntedlIn person-attendance averages several hundred thousands(700 thousand this year)lGerman web team Antje LindnerSharon Crost 3/14/2023 Slide:50Executive SummarylBusiness Objective:Increase awareness of products,particularly new products leading to eventual increased sales lCRM strategy:create a cl
44、osed-loop marketing campaign on the web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpush product information to customersSharon Crost 3/14/2023 Slide:51Executive Summary(continued)lInfrastructure and Process:create exciting web pagesaudio
45、streaminglocal DJs to promote productsSMS newscastcreate game to get registrationsdatabase of customer infolOngoing Management of the program:program and marketing mgr involvementtechnology support and reviewlBusiness Results and Follow-up:Business results presentedpresentation communicated and save
46、d for next yearSharon Crost 3/14/2023 Slide:52ObjectiveIncrease awareness of products,particularly new products leading to eventual increased sales Increased awareness leads to increased salesAwareness can be leveraged to sales of existing productsExcitement and creativity in the awareness-building
47、can lead to increased customer excitement and valueSharon Crost 3/14/2023 Slide:53CRM StrategylCRM strategy:create a closed-loop marketing campaign on the web:segment customersget more customers to the siteincrease page views on the sitegather customer informationpush product information to customer
48、sSharon Crost 3/14/2023 Slide:54Segmenting CustomersPre-selected those attending or interested in CeBit showGerman Speaking Targeted (Germany,Austria,Switz)Technology oriented Early AdoptersSharon Crost 3/14/2023 Slide:55Customer Segments lHigh Volume HardwarelHigh Value OutsourcinglCustomized Solut
49、ions(SAP)Sharon Crost 3/14/2023 Slide:56Get more customers to the siteDirect mail campaignAdvertisingPress ActivitySharon Crost 3/14/2023 Slide:57Increasing Page ViewsCreate an informative and interesting website focused on the segmented customersSharon Crost 3/14/2023 Slide:58Gather Customer Inform
50、ationCreate a web game that interests customers and motivates them to submit customer informationSharon Crost 3/14/2023 Slide:59Push Product Info to CustomersCreate an innovative web radio streaming,using local DJs to talk about products as advocates and to push product info to customersSharon Crost