??e???d?e?? ?e????????? ?d??

1
??e???d?e?? ?e????????? ?d??µa Tessa???????

• ?µ?µa ??p?p???s?? ?a? ??a????s?? ??????t??
• ????µa ??a?e???s? ?e?ate?a??? S??se?? CRM
• ??d?s??? ?e???da? ?at????µ??
• ???µ??? ? ???µ???

2
??a?e???s? ?e?ate?a??? S??se??- S?ed?asµ??
?a?ad?se??

1. ??sa?????? st???e?a ??sa???? st? Navision
2. ? s??s? t?? CRM µe t? pa?ad?s?a?? µ???et????
   ?as???? ?e?t?????e? Microsoft Navision
3. ?a 5p t?? CRM ?as???? ?e?t?????e? Navision,
   d?µ??????a epaf??
4. ?? ?e?t?????e? t?? CRM ??µ??????a e??a????? µe
   t? Navision
5. ??a?e???s? ???s?? ??a t??? pe??te? - ??µ??????a
   e??a????? µe t? Navision

3
??a?e???s? ?e?ate?a??? S??se??- S?ed?asµ??
?a?ad?se??

1. CRM ?a? te???????a p????f????? ??µ??????a
   ep?????????? µe t? Navision
2. ??a?e???s? µ???s?? ap? t?? eµpe???a t?? pe?at?? -
   ????d??
3. ? ????????s? t?? CRM ?a? t?? ERP s?st?µat?? -
   ??µ??????a tµ?µ?t?? a????? µe t? Navision
4. S?ed?asµ?? ????? CRM (p??t? µ????) ??µ??????a
   e?st?ate??? µe t? Navision
5. S?ed?asµ?? ????? CRM (de?te?? µ????) ??µ??????a
   e?st?ate??? µe t? Navision

4
??a?e???s? ?e?ate?a??? S??se??- ????????s? t??
Te???a?

1. ?????? e??as?e? e?aµ???? - ?at? t? d????e?a t??
   e?aµ???? ?a a?ate???? t?sse??? µ????? as??se?? -
   e??as?e? p?? s??e?sf????? 7,5 ? ???e µ?a
   (s??????? 30) st?? te???? ßa?µ?????a (??
   s?µµet??? µe???e? t?? te???? ßa?µ?????a ?at? 3
   µ???de?)
2. ?e????? e?et?se?? e?aµ???? ?? te????? e?et?se??
   ??a t? ?e???a t?? µa??µat?? s??e?sf????? 70 st??
   te???? ßa?µ?????a. ? s?µµet??? st?? te????
   e??tas? t?? ?e???a? e??a? ?p???e?t???

5
??a?e???s? ?e?ate?a??? S??se??- ????????s? t??
???ast?????

1. ???as?a e?aµ???? ?at? t? d????e?a t?? e?aµ????
   ?a a?ate?e? µ?a µe???? e??as?a p?? s??e?sf??e?
   15 st?? te???? ßa?µ?????a (?? s?µµet??? µe???e?
   t?? te???? ßa?µ?????a ?at? 1,5 µ???da)
2. ????d?? S?µß??? ?at? 15 st?? te???? ßa?µ?????a.
   ? s?µµet??? st?? p???d? e??a? ?p???e?t??? (??
   s?µµet??? µe???e? t?? te???? ßa?µ?????a ?at? 1,5
   µ???de?)
3. ?e????? e?et?se?? e??ast????? s??e?sf????? 70
   st?? te???? ßa?µ?????a. ? s?µµet??? st?? te????
   e??tas? e??a? ?p???e?t???

6
??a?e???s? ?e?ate?a??? S??se??- S?µpe??f???? p??
ep??e????? t?? a???????s?

1. ?? µ???µa e??a? e??ast????. ?p?µ????, ?p????
   ap??s??se? p??? ap? 2 f???? p??pe? ?a
   ?a?apa?a???????se? t? µ???µa
2. 5 ?ept? ?a??st???s? p??s??e?s?? ap? t?? ??a???
   t?? e??ast????? s?µa??e? ap??s?a
3. ?pa???e???ta? ?af?de? , fa??t?, ??p??sµa µ?sa
   st?? a????sa d?das?a??a?
4. ?p???? f??t?t?? s?µpe??f??eta? ap?ep?? ?at? t?
   d????e?a t?? µa??µat?? ?a ap????e? ap? t? µ???µa
   µe ap??s?a

7
??a?e???s? ?e?ate?a??? S??se??- ??ß?????af?a
???????af?a

• ??????O????
• ??sµ?t?? ??µ?t????, (2004), CRM ??a?e???s?
  ?e?ate?a??? S??se??. St?at????? ep?????,
  ??e?d????µ??, ????a.
• S?µe??se?? ??a t? CRM s?st?µa t?? Navision
• ????????????
• G???a??? S. (2003), ????et???? ?p??es???,
  ??d?se?? Rosili
• Grönroos Christian (2005), Service Management
  and Marketing A Customer Relationship Management
  approach, 2nd edition, John Willey Sons, LTD,
  New York
• Gilmore, A. (2003), Services Marketing and
  Management, Sage Publications
• Zeithaml, V.A., Bitner M.J. (1996) Services
  Marketing, McGraw-Hill International

8
??sa???? ???sµ??

• ?? ?a ??????ete st? t???? t?? ?efa?a???
• ?? e??a? CRM ep??e???s?a?? st?at?????
• ?? e??a? ????et???? S??se??
• ??s?st? ???s?? ERP CRM s?st?µ?t??
• ??sa???? st? Navision CRM
• ?? e??a? CRM s?st?µa
• ?? e??a? ß?s? ded?µ????
• ? s??s? t?? CRM s?st?µ?t?? µe ta ERP s?st?µata

9
??sa???? ???sµ??- ???sµ?? ??a?e???s??
?e?ate?a??? S??se?? (CRM)

• ?? Customer Relationship Management (CRM), sta
  e??????? ??a?e???s? ?e?ate?a??? S??se??,
  ap?te?e? µ?a ep??e???s?a?? st?at????? p??
  s?ed??st??e µe s??p?

1. ?a ß????se? t?? ep??e???se?? ?a ?????s??? t???
   ?p?????te? ?a? t??? d???t????? pe??te? t??? ?a?
2. ?a d?µ??????s??? ?s????? pe?ate?a??? s??se?? µe
   t?? p???d? t?? ??????

10
??sa???? ???sµ??- ?pt??? t?? s??se??

1. ?a te?e?ta?a ?????a, ? ?pt??? t?? ????et???? ??e?
   µetat?p?ste? ap? t? ?pt??? t?? s??a??a??? st??
   ?pt??? t?? s??se??
2. ? ?pt??? t?? s??a??a??? ßas??eta? st?? a???? t??
   µ??µat?? µ???et???? (Marketing Mix)
3. ??? ? ?pt??? t?? s??se?? ???p??e?ta? µ?sa ap? t?
   ????et???? S??se??
4. ?? ????et???? s??se?? (Relationship Marketing)
   e??a? ? te?e?ta?a s??ta?? st?? a?a??t?s? t??
   ep??e???se?? ??a t? d?µ??????a a?ta????st????
   p?e??e?t?µat?? st?? a????? p?? d?ast????p?????ta?

11
??sa???? ???sµ?? - ???sµ?? ????et???? S??se??

• To ????et???? S??se?? e??a? ??a? t??p?? ??a ?a
  p??sd????se?? ?a? ?a e??a??d??se??, ?a
  d?at???se?? ?a? ?a e??s??se?? t?? s??se?? µe t???
  pe??te? ?a? ta ???a e?d?afe??µe?a-eµp?e??µe?a
  µ??? (Stakeholders), e?asfa?????ta? ???d?, ??t??
  ?ste ?? st???? ???? t?? µe??? p?? a?aµ??????ta?
  ?a s??a?t????ta? ?a? a?t? ep?t?????eta? µe t??
  aµ??ßa?a a?ta??a?? ?a? t?? e?p????s? t??
  ?p?s??se??

12
??sa???? ???sµ??- ????et???? S??se??

1. ?? ?p?st????t?? t?? µ???et???? s??se??
   ?s???????ta? ?t? µ?a ???a??µ??? st?at?????
   µ???et???? µp??e? ?a d?µ??????se? ?a? ?a
   ?p?st????e? t?? aµ??ßa?a s??e??as?a ?a? t??
   a????e???t?s? µeta?? t?? eµp?e??µe??? µe??? ??t?
   p?? ?d??e? st? d?µ??????a a??a? ??a t?? pe??t?
2. ? d?a?e???s? pe?ate?a??? s??se?? (CRM) ap?te?e?
   t? ßas??? p?atf??µa ??a t? ?e?t??????? ???p???s?
   t?? µ???et???? s??se??

13
??sa???? ???sµ??- CRM s?st?µata

1. G?a t?? ???p???s? t?? d?a?e???s?? pe?ate?a???
   s??se?? st?? ep??e???se?? p??te???ta ????
   d?ad?aµat????? ?? p????f???e? ?a? ?at ep??tas?
   ta p????f???a?? s?st?µata
2. ?a CRM s?st?µata e??a? ta e?e?d??e?µ??a ????sµ???
   ??a t? d?a?e???s? t?? p????f????? p?? af?????
   st??? pe??te?

14
??sa???? ???sµ??- ???sµ?? CRM s?st?µ?t??

• S?µf??a µe t?? Oracle
• ta CRM e??a? p????f???a?? s?st?µata p?? s??
  ep?t??p??? ?a ?????se?? t??? pe??te? s?? ?a??te?a
  ?a? ?a ???s?µ?p???se?? ap?te?esµat???te?a a?t? t?
  ???s?, µe t?t??? t??p? ?ste ?a a?t???f?e?? t?
  s??????? t??? eµpe???a ap? t?? ep??e???s?,
  a??????ta? te???? ta ?s?da, a??? ?a? ta ???d? t??
  ep??e???s??

15
??sa???? ???sµ?? - ???sµ?? ß?s?? ded?µ????

1. ?a ded?µ??a t?? pe?at?? s???????ta? ap? d??f??a
   s?µe?a t?? ep??e???s?? ?a? s???e?t?????ta? se µ?a
   ?e?t???? ß?s? ded?µ????
2. ??s? ?ed?µ???? (database) ap?te?e? µ?a s??????
   st???e??? s?et???? µeta?? t??? ta ?p??a e??a?
   d?µ?µ??a ?a? ?ata????µ??a µe ?at?????? t??p?
3. S?st?µa ??a?e???s?? ??se?? ?ed?µ???? (database
   management system) e??a? µ?a s?????? ????sµ????
   st?? ?p??a ???p?????ta? ??e? ?? ?e?t?????e? p??
   p??pe? ?a ?p?st????????, ?p?? a?a??t?s?,
   e?sa????, d?a??af?, s???????sµ?? p??spe??se??,
   p??stas?a ?a? p????? a??µ?

16
??sa???? - ???sµ??

1. Me t? ???s? t?? te???????a?, ta ded?µ??a
   a?a????ta? ?a? d?a??µ??ta? se s???e???µ??a s?µe?a
   e?t?? (a??? ?a? e?t??) t?? ep??e???s?? p??
   ?????ta? s?µe?a epaf?? (touch points)
2. ??t? ta s?µe?a e??a? ?? p???se??, ta s?µe?a
   d?a?e???s?? e?se???µe??? ?a? e?e???µe??? ?a? ??a
   ta s?µe?a epaf?? µe t??? pe??te?, t???
   p??µ??e?t?? ?a? ta e?d?afe??µe?a-eµp?e??µe?a µ???
   (stakeholders)

17
??sa???? ???sµ??- ?as???? ?e?t?????e? t?? CRM
s?st?µ?t??

• ?? ßas???? ?e?t?????e? t?? CRM s?st?µ?t??
  e??a?
• ? a?t?µat?p???s? t?? a????p???? d??aµ???? t??
  p???t?? (salesforce automation)
• ? e??p???t?s? st? s?µe?? t?? p???se?? (Field
  service)
• ? ?p?st????? ?a? ? e??p???t?s? t?? pe?at??
  (Customer service and support) ?a?
• ? a?t?µat?p???s? t?? ????et???? (Marketing
  automation)

18
??sa???? ???sµ??- ??t?µat?p???s? t??
a????p???? d??aµ???? t?? p???t??

1. ??e? ?? p????f???e? ??a t??? pe??te?, ??a t??
   s??a??a???, ??a ta p?????ta ?a? ??a t???
   a?ta????st?? e??a? ap????e?µ??e? st?? ?e?t????
   ß?s? ded?µ???? t?? CRM s?st?µat??
2. ??a ?? p???t?? ????? t? d??at?t?ta ?a a?a?t??? ta
   ded?µ??a p?? ??e?????ta?

19
??sa???? ???sµ??- ??t?µat?p???s? t??
a????p???? d??aµ???? t?? p???t??

1. ?? p???t?? µp????? ?µesa ?a p??spe??s??? ded?µ??a
   p?? a?af????ta? se t?p??? st???e?a p???se??, st??
   e?pt?se??, st?? t?µ?????a?? p???t???, st??
   ?d?a?te?e? a????e? ?a? st?? a???ast???? s????e?e?
   e?e?d??e?µ???? pe?at??, ?ste ?a µet??s??s??? t??
   st??e?µ??e? e?st?ate?e? ????et???? t??
   ep??e???s??
2. ?e a?t?? t?? t??p?, ta CRM s?st?µata ß?????? t???
   p???t?? ?a p??sf????? e?at?µ??e?µ??e? ?p??es?e?
   p??? t??? pe??te?, e?? d?µ???????? e??p???µ???
   e????a ??a t?? ep??e???s?

20
??sa???? ???sµ??- ???p???t?s? st? s?µe?? t??
p???se??

1. ?a ?????µe?a s??e??e?a ?a? ?? p???t?? p??
   ep?s??pt??ta? t??? ??a??p???t??
2. ?e t? s??d??µ? t?? CRM s?st?µ?t?? ?a? t?? ?µes?
   s??des? p?? t??? d?????, µe t? p??s?p??? t??
   e??p???t?s?? pe?at??, ????? ta µ?sa ??a t??
   pa???? p??s?p?p???µ???? ?p??es???, t?? ?µes? ??s?
   t?? p??ß??µ?t?? ?a? t?? a?t?µet?p?s? t?? ??ta?t??
   a?a???? t?? pe?at??
3. ??t? ? d?ad??as?a µe???e? t? ??st?? t?? ap???af??
   t?? ap?????? ?a? ße?t???e? t?? ??a??p???s? t??
   pa?a??e????, t?? a?ef?d?asµ? ?a? t?? epa?e?t?µ?s?
   t?? ef?d???

21
??sa???? ???sµ??- ?p?st????? ?a? e??p???t?s?
t?? pe?at??

1. ? ep??e???s? µ?sa ap? t? ???s? t?? CRM s?st?µ?t??
   ??s?ast??? ????ete? ??a? ?p?de??µat??? t??p?
   e??p???t?s?? t?? pe?at??
2. ?a p??ß??µata p?? p????pt??? ?a? apas?????? t???
   pe??te? p???????ta? st??? e?e?d??e?µ?????
   ?pa??????? p?? e??a? ep?f??t?sµ???? ?a ta
   ep??????
3. ?e a?t?? t?? t??p? ta p??ß??µata ep?????ta? ?at?
   t? ?????s? t??? ap?te?esµat???, µ?sa ap? µ?a
   p??d?ast??? p???t??? t?? ep??e???s??

22
??sa???? ???sµ??- ??t?µat?p???s? t?? ????et????

1. ? ap????e?s? pe?ate?a??? ded?µ???? (d?µ???af???,
   ?????????, ??????af??? ?a? a???ast??? ded?µ??a)
   st?? ?? t?? CRM s?st?µ?t?? pa???e? st? tµ?µa
   ????et???? t?? ep??e???s?? t? d??at?t?ta ?a
   pa?a??????e? t?? ep???µ?e? ?a? t?? st?se?? t??
   pe?at??, ?e????? p?? ep?t??pe? t?? ?µes?
   a?tap????s? se a?t??
2. ?e a?t?? t?? t??p?, ? ep??e???s? p???aßa??e? t??
   a?ta????sµ? ?a? ep?t?????e? s??dedeµ??e? p???se??
   (cross-selling) ?a? epa?a??pt???? ße?t??µ??e?
   p???se?? (up-selling)

23
??sa???? ???sµ??- ??t?µat?p???s? t?? ????et????

1. S??dedeµ??e? p???se?? (cross-selling) ??????ta?
   ?? p???se?? s?µp????µat???? p?????t?? t?? a??????
   p?????t?? p?? e??e a????se? ? pe??t?? (??a
   pa??de??µa a? ? pe??t?? e??e a????? a????se? ??a
   a?t?????t? ? p???s? ??p???? e?a?t?µ?t?? ?e??e?ta?
   s??dedeµ??? p???s?)
2. ?pa?a??pt???? ße?t??µ??e? p???se?? (up-selling)
   ?e?????ta? ?? p???se?? µ?a? ße?t??µ???? ??d?s??
   t?? a?????? p?????t?? (????? ????? a? ? pe??t??
   e??e a????? a????se? ??a a?t?????t? ? p???s? e???
   ße?t??µ???? µ??t???? ?e??e?ta? epa?a??pt???
   p???s?)

24

• ???a??st? p???
• ??a t?? p??s??? sa?