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CUSTOMER
RELATIONSHIPMANAGEMENT
Session III
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Cross FunctionalProcesses
Strategy Development
Value Creation
Multi-channel Integration
Information Management
Performance Assessment
2
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ConceptualFramewor
3
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Process !ase"Stepwise Mo"el
Database Creation
Analysis
Customer Selection Customer argeting
!elationship Programs " Mar#eting
Privacy Issues
Metrics
$
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%
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CRM ProcessFramewor
&
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#o ut on o ustomer%alue
Consumer values ' consumer value Augmente( pro(uct
Customer satisfaction ' service )uality
Value chain
Creating ' (elivering superior customer value
Customer*s value to the +rm
Customer-perceive( value
Customer value ' sharehol(er value
!elationship value
,
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Si& Marets Mo"el
CustomerMar#ets
Supplier
Mar#ets
!eferralMar#ets
InternalMar#ets
!ecruitment Mar#ets In.uenc
eMar#ets
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Si& Marets Mo"el '(
/0 Customer Mar#ets 1 loyalty la((ercustomer service customer (elighta((itional P*s of mar#eting mi
20 !eferral Mar#ets 1 customer referralsagencies interme(iaries internal referrals
30 Supplier Mar#ets 1 cooperation impactingpro(uct speci+cation4 )uality4 .eibility
5
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Si& Marets Mo"el '(
$0 !ecruitment Mar#ets 1 attracting suitably
motivate( an( traine( employees
%0 In.uence Mar#ets 1 investors4 unions4 in(ustrybo(ies4 regulators4 me(ia4 competitors etc0
&0 Internal Mar#ets 1 implicit activity criticality of
communication role in (i6erentiation
facilitation of innovative spirit
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