《ExtendingCustomerRelationshipsThroughtheWeb.pptVIP

What is CRM? “The art science of how companies deal with customers” Distinguish your business from your peers Steer your industries’ most profitable customers to you Cement their loyalty with outrageous service Underlying Premise: C-CAM Customer Capital Asset Mgmt (Lifetime Customer Value) Defined as Customer lifetime revenue – lifetime costs = customer cash flow. Express as net present value. New Idea? Not really… “The true business of every company is to make and keep “The true business of every company is to make and keep customers” – Peter Drucker, 1954 “Some customers deserve to be fired” - unknown What is CRM? CRM ties together all of a company’s front office customer touchpoints: sales (contact management, product configuration), marketing (campaign management, telemarketing), and customer service (call center, field service) Via multiple, interconnected delivery channels (telephony, email, Web, and direct interaction) YOU ARE TRYING TO TRACK ENTIRE HISTORY OF RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT Issue: Discussion Overview: Setting strategy: Comparisons of user and end customer goals Market dynamics: Discuss vendor approaches Leading edge practices: Functionality to look for Opportunity to sell more to each customer Cross sell and upsell Create customer convenience 7X24 fast response flexibility cost savings Save internal costs : faster problem resolution reduced processing time Seen as a competitive requirement Web visitors expect Web relationships to reflect in-person experiences Recognition Complete the business I came to do efficiently Give me help when I need it, fast Open up functionality Search engines Configurators Order entry screens Order status screens Recognition Complete the business I came to do Get help when I need it Your Website is your representative Leading edge features Visitors do not “interface” with a company’s internal systems An intelligent persona represents the company Leading edge features Broad rang