Chapter 11
Chapter 11
Chapter 11
Building a Customer-Centric
Organization Customer
Relationship Management
11-3
why, in the age of e-business, an
organization is challenged more
than ever before to truly satisfy its
customers
11-4
Recency, Frequency, and Monetary
Value
Organizations can find their most valuable
customers through RFM - Recency,
Frequency, and Monetary value
Personalized Promotions
How recently a customer purchased items
(Recency)
How frequently a customer purchased items
(Frequency)
How much a customer spends on each purchase
(Monetary Value)
11-5
The Evolution of CRM
11-6
The Evolution of CRM
Three phases in the evolution of CRM
include reporting, analyzing, and
predicting
11-7
The Evolution of CRM
11-8
Customer Relationship
Managements Explosive Growth
CRM Business Drivers
11-9
Using Analytical CRM
to Enhance Decisions
Operational CRM supports traditional
transactional processing for day-to-day front-
office operations or systems that deal
directly with the customers - Customer service,
sales, billing
11-11
Customer Relationship
Management Success Factors
CRM success factors include:
1. Clearly communicate the CRM strategy - all
departments and employees understand exactly what
CRM means and how it will add value to the
organization - critical to the success of the
implementation
11-13
THANK YOU
11-14