CHAPTER 1

1.

Define CRM as a process and as a hub of

learning for organization

2.

Outline cost and benefit of CRM system for organization and customer

3.

Describe the importance of effective CRM

 CRM

is a process to compile

information that increases

understanding of how to manage an

organizations relationship with its

customers

 CRM
CRM

system consist of analysis and action.

use IT to provide an enterprise with a

comprehensive, reliable and integrated view of its customer base.

CRM

set technique or set of processes

designed to collect data and provide

information that helps organization evaluate strategic options.

1.

2.

3.

To enhance customer service, improve customer satisfaction and ensure customer retention by aligning business processes wit technology integration. Brings together lots pieces of information about customers, sales transaction, marketing effectiveness, responsive and market trend. All aspect of the organization can access information.

Customer focus
-organization is ready to view the purchasing process from the customer point of view, to empathize with the customers feelings and treat customers information with great care

Customer retention -firms satisfies customers and offer variety such that customer comes back and repeat transaction with same organization

Share of customers -organization wants to please customers to the point that they want the organization to sell them something else. E.g.: retail bank market car loan to its customer Long term profitability

 Continuity

-implies a stable connection or linkage E.g. : barber or hairdressers Contact touch point -customers communicate and explain their needs, thus enabling company to learn more about each customers requirement Personalized services -knows customer by name, purchasing routine n etc. Enhance satisfaction and safety

 Infrastructure

investment - IT infrastructure (server based system, software licenses and updates, firewall for security and etc)
of people to process change -price of process change -implementing new system and changing traditional thoughts pattern

Reactions

 Loss

of privacy -organization knows customers personal choice and details

cost -intangible cost to the customers of developing a sole-source relationship with an organization with ignoring other offers from competitive source. E.g. : better price

Opportunities

1.

What is purpose of CRM?

THE END