The Secret to

CRM

BY Group 10

Customer Relationship
Management

Customer relationship management (CRM) is a term that

refers to practices, strategies and technologies that
companies use to manage and analyze customer
interactions and data throughout the customer lifecycle,
with the goal of improving business relationships with
customers, assisting in customer retention and driving sales
growth.

Netsuite Inc.
It sells a suite of Web-based, on-demand business
applications, including CRM.
Too many failed multimillion-dollar deployments

Reason for Success of

Problems Faced by Large Companies
Small and Midsize
Companies

Alternative Solution for Large

Companies

Berlin Packaging LLC

Its a $200 million a year maker of cans and bottles used to

package everything from makeup to jelly

Problems Faced
Presence of Disparate
systems
True source of data Unknown
Cost of CRM system
Training employees on a
completely
new system, interface

Solution
Utilizing
PeopleTools
programming
code in the ERP
system
Financial and
Supply Chain
Management
functions were
converted into
CRM processes

Advantages

Churchill Downs Inc.

It is a $500 million-a-year operator of six horse-racing

tracks, including its namesake, the famed home of the
Kentucky Derby.

Problems Faced
Multiple sources of
Information
Only four distinct buckets
of customers were
identified
Generic labels were used
for
the old buckets
Previous marketing efforts
werent as useful or
relevant

Solution
Epiphany Inc.s
CRM software

IBMs Ascential
data-extraction
and
transformation
software

SPSS Inc.s
Clementine
data-mining
tool

Advantages

Our Recommendations
Churchill Downs Inc. can use the CRM
system to provide a more targeted
experience for each of the nine
segments eg Geolocation, location
based services.
Automated information
dissemination of the coming events
and bets
It can increase the sale of it ancillary
services such as the restaurant,

Key Takeaways