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)     ...

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...

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...

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...

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)     ...

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 ...

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...

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 sha...

History and Development of Customer Relationship Management

The Origins of CRM Relationship marketing Marketing research B2B relationships MRP, SAP, and ERP Customer contact centers Sales force automation Campaign management tools Web and channel integration Diffusion of PCs and analytical CRM Success of direct response marketing such as toll-free calling and direct mail Relational databases Industrial and services market...

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...