课件：MISarSession.ppt

This Interactive Session discusses the use of a performance and talent management system by Chase to improve call-center response times. It illustrates the effectiveness of using an appropriate information system to improve operational efficiency. * Continuation of the Chase Customer Calls Center Interactive Session. * This graphic illustrates the range of functions included in the sales, marketing, and service modules in a CRM package. As noted in the text, CRM software is business-process driven, incorporating hundreds of business processes thought to represent best practices in each of these areas. To achieve maximum benefit, companies need to revise and model their business processes to conform to the best-practice business processes in the CRM software. * This graphic illustrates how a best practice for increasing customer loyalty through customer service might be modeled by CRM software. What kinds of information might indicate that a customer is loyal or high value? * This slide discusses the two main types of CRM software – operational and analytical. Ask students how the CLTV is calculated ( it is based on the relationship between the revenue produced by a specific customer, the expenses incurred in acquiring and servicing that customer, and the expected life of the relationship between the customer and the company.) * This graphic illustrates the main components of analytical CRM. Data is captured from various channels and fed into a customer data warehouse, where OLAP, data mining, and other analysis tools help identify profitable customers, churn rates, etc. * This slide discusses the value to businesses of implementing a CRM system. How would marketing be made more effective by using a CRM system? * This slide looks at the challenges firms face when they implement enterprise applications. Ask students to describe what switching costs are. What problems could result from being dependent on a single software vendor? * This slide looks at the trends in