How to Do CRM

1
A Framework for Customer Relationship Management
by Russell S. Winer
Presented by Team JJEMS John Follett Article
Synopsis Matt Baker The Business Case for
CRM Judi DeBord How to Implement CRM Eric
Nill Infrastructure and Examples
2
The essence of the information technology
revolution and, in particular, the World Wide Web
is the opportunity afforded companies to choose
how they interact with their customers. Russell
Winer

• What is Customer Relationship Management (CRM)?
• Some say the new mantra of Marketing
• Tracking Customer Behavior
• Predicting Future Customer
• Communicating with Customers
• Results
• Allows Management to better focus marketing
  effort
• 11 Marketing
• LCV Lifetime Customer Value

3
Customer Relationship Management Model (7 basic
components)
4
The Business Case for CRM
Who Are Our Profitable Customers?
Data Driven Approach !
Customer Buying Data ? LCV Analysis ? Customer
Segmentation ? Customer Focus Strategy
Retention Net Profits
CRM
Reichheld
Repeat vs. New Customer
2X Gross Income
Mckinsey
5
The Business Case for CRM
6
How to Do CRM

• Develop a customer-centric strategy
• Youll be listening to your customer rather than
  telling them
• Reorganize internal functions and systems to
  support your customer (ERP)
• Cultivate cross-functional cooperation within
  your business
• Overcome the inevitable internal resistance to
  change

7
How to Do CRM

• Assess technical capabilities
• Define the desired outcome of your CRM initiative
  establish metrics
• Define your programs
• Reward, Community, Loyalty, etc.
• Build teams to select and implement the software
  to get you to your destination

8
How CRM Gets Done

• Physical Layer (Hardware)
• Internally Managed
• Hosted Externally
• (Application Service Provider)

9
How CRM Gets Done

• Contact Types
• Marketing campaign
• (Broad coverage vs. Spam)
• B2C lt--gt B2B
• Portal, Affinity Site

• 3rd Party Services
• Clickstream analysis
• (Customer metrics)
• AdWords/banner ads
• (Customer acquisition)

10
How CRM gets Done

• System Security
• External Threats
• (Hackers, ID Theft)
• Internal Threats
• (Info as Co. Asset)
• Data Management
• Organization of Desired Info.
• Back up Restore
• Business Continuity

11
How CRM gets Done
12
How CRM gets Done
As part of integrated part of data base
management. Primary for close customer contact
and business retention tool. Cost effectiveness
of technology and growth of Internet makes
Customer Acquisition through this electronic
media something to consider.
13
Questions?