CRM and Future Technology

1.       A Changing CRM Landscape

a)      Differing CRM technologies are competing for clients, and that competition should provide for

i)             Differences in product pricing
ii)           Improved system feature functionality
iii)         Different CRM applications that support sales and marketing programs

b)      In the next five years, we will see intense competition of CRM technology platforms as

Chapter 14 - The Future of CRM

Future CRM Strategy

1.       CRM Strategy

a)      “Implementing customer relationship marketing strategy ranks as one of the top 5 corporate objectives in 60% of enterprises worldwide.”

Scott Nelson – CRM Is Dead, Long Live CRM

b)      The promise of CRM is to provide companies an information-rich environment for developing winning customer strategies.

2.       What is the Problem with CRM?

a)      If CRM is so promising, why are the majority of U.S. companies still foundering with CRM?

i)             Companies report mixed results!

ii)           Confounding when everyone agrees that CRM is necessary strategically.

Chapter 13 - Privacy and Ethics Considerations

1.       Consumer Privacy Concerns Touch Point Activity

a)      “Quid pro quo”

b)      Unsolicited direct mail

i)             Imbedded personal informationii)           Time to view and sort mailiii)         “Open-the-envelope” tricksiv)         Offensive or inappropriate mailv)           Mail as a result of recent activityvi)         Overuse of personalization

The R in CRM

1.       A Question of Value

a)      How does CRM help to increase customer satisfaction?

i)        More timely response to needs

ii)      An improved and smoother sales process 

iii)    Better forecasting and performance

iv)    Providing the correct solutions at the right time

2.       Performance/Trust Continum

CRM and Sales Techniques

1.       CRM: The Foundation

a)      CRM systems serve as the foundation for sales action maintaining record of

i)        Buyer preferences

ii)      Process requirements

iii)    Purchase cycles

iv)    Contact dates

v)      Contract information

vi)    Customer service interface information

vii)  Forecast sales

An Expansion of Sales and the CRM Mentality

1.       The Selling Landscape

a)      The selling landscape today is filled with a variety of selling techniques:

i)        SPIN Selling

ii)       Miller Heiman

b)      The time is right for us to consider selling as a buying management process

2.       Sales Models and CRM

a)      Sales models today use fact-based selling

b)      Essential facts and compelling reasons to buy must be recorded in a CRM database

i)        What if your sales representative leaves?

Chapter 8 - Sales Strategy and CRM

New Sales Challenges

1.       The New Sales Challenge

a)      Sales forces are experiencing significant new challenges in the sales process:

i)        Internal challenges include integrating:

(1)   Sales Force Automation (SFA) tools

(2)   Consistent use of CRM systems

ii)      External challenges include:

(1)   Competitive environment

(2)   Improving technologies

(3) New data resources

Chapter 6 - Technology and Data Platforms

1.       Technology Evolution

a)      Some organizations still using technology from the 1980s and 1990s

b)      Gain understanding of current technology objectives

c)      New technology perceived as CRM solution

d)     Organizations frequently need to “phase-in” new technology

2.       Marketing Technology Development Path

a)      Three phases

i)        Mass communication

ii)      Database marketing

iii)    Integrated marketing

Chapter 4 - Organization and CRM

1.       Introduction: Multiple Dimensions

a)      Business dimension

b)      Technological dimension

c)      People dimension

d)     Time dimension

2.       Introduction: Mckinsey Study

a)      Ten organizational characteristics fall into three distinct categories: structure, skills, and processes

Chapter 3 - Relationship Marketing and Customer Relationship Management

1.     Transaction vs. Relationship Marketing

Transaction Marketing

a)      Short term focus

b)      Marketing mix

c)      Price sensitive customers

d)     Product quality dominates

e)      Market share

History and Development of Customer Relationship Management

The Origins of CRM

1. Relationship marketing
2. Marketing research
3. B2B relationships
4. MRP, SAP, and ERP
5. Customer contact centers
6. Sales force automation
7. Campaign management tools
8. Web and channel integration
9. Diffusion of PCs and analytical CRM
10. Success of direct response marketing such as toll-free calling and direct mail
11. Relational databases
12. Industrial and services marketing

Environment Analysis

1.     Environmental Uncertainty

Customer Relationship Management - Introduction

Chapter 1.

Introduction to Customer Relationship Management

1.     Old vs. New Marketing

OLD MARKETING

a.       Transaction oriented

b.      Market share oriented

c.       All customers are equal

d.      Marketers sell

e.       4P marketing

Business Environment

1.     The External Environment

·         Organizations are open systems

o   affected by, and in turn affect, their external environments

·         External environment

o   Everything outside an organization’s boundaries that might affect it

o   all relevant forces outside a firm’s boundaries

§  relevant - factors to which managers must pay attention

§  organizational boundaries -  that which separates the organization from its environment