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Slide 1Source: Elijah Ezendu, CRM
Sales Force Automation
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Sales Administration
Sales Forecasting
Lead Management
Account Management
Performance Management
Customer Service and Support
This involves automation and coordination of all the service
operations and customer support processes which include service
requests, product returns, customer complaints, and enquiries.
These services and support can be provided through contact center,
call center, web portal, or face-to-face interaction at a remote
location in the field.
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provision of information pertaining to industry trends,
macro-environmental factors and competitors.
engagement and control of campaign management, event-based
marketing, cluster customer segmentation, individual customer
segmentation, thereby increasing marketing efficiency.
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Analytical CRM
Analytical customer relationship management focus on blending the
customer data collected in Operational CRM with data from external
sources in order to ascertain key customer identities and
directions required for boosting organisational and customer
values.
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Practice
Strategy
Analytical
CRM
Source: Siddiqi, Akhgar & Wise, Framework for Implementation of
CRM Strategy in Retail Sector
Customer Touch Points
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profiling customer information during customer interaction
Example: Web Page Personalization
Collaborative customer relationship management uses the output of
Analytical customer relationship management to enhance the
participatory strength of customers.
AMITY GLOBALBUSINESS SCHOOL