课件：企业应用系统和企业过程集成.ppt

This graphic illustrates the functions found in the integrated applications of a CRM system. * This slide discusses the types of CRM software available, which range from niche tools to full-scale enterprise-wide applications. Ask students for examples of PRM functions (Integrating lead generation, pricing, promotions, order configurations, and availability, tools to assess partners’ performances) and ERM functions (Setting objectives, employee performance management, performance-based compensation, employee training.) * This graphic gives an example of how CRM systems can support marketing by analyzing and evaluating marketing campaigns. * 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