CRM: WEEK 3 (1/23

1
CRM WEEK 3 (1/23 1/27)

• Last Week Highlights
• Definitions of CRM
• Difference between CRM DBM
• Where CRM Adds Value
• CRM Modules - Overview
• Sales Force Automation
• Call Center Operations
• Marketing Automation
• Components of Trust
• Operational vs. Analytical CRM

2
CRM WEEK 3 (1/23 1/27)

• Monday (1/23) Objectives
• Loyalty Attitudinal vs. Behavioral
• Learning Relationships enable the Enterprise to
  develop more personalized and collaborative
  interactions with individual customers
• IDIC Model identifying, differentiating,
  interacting, and customizing.
• Trust and the Learning Relationship

3
CRM Monday 1/23/06

• Loyalty Attitudinal vs. Behavioral
• Attitudinal/Perceptual/Emotion
• Behavior/Transaction/Repeat Purchase
• Both with CRM
• Life-Time Value
• More relevant than loyalty
• Both factors
• Annuity

4
CRM Monday 1/23/06

• Learning Relationships enable the Enterprise to
  develop more personalized and collaborative
  interactions with individual customers
• IDIC Model
• Identify Customers not just initially
• Differentiate Customers - segmentation
• Interact with Customers communitcation/iterative
  
• Customize Treatment learning/adapt

5
CRM Monday 1/23/06

• Trust and the Learning Relationship
• External with Customers and Internal with
  employees
• Internal critical in implementation
• Trust is the currency of all commerce.
• Trusted agent.

6
CRM WEEK 3 (1/23 1/27)

• Wednesday (1/25) Objectives
• Identifying Customer BTC BTB
• Necessary Data
• Customer Profitability
• Life Time Value Calculation Use

7
CRM WEEK 3 (1/23 1/27)

• Friday (1/27) Objectives
• Use of LTV and Value to the Firm
• Discuss SAS Marketing Automation Article
• Marketing Automation for ID
• Marketing Automation for Most Profitable Customer