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CIM CRM Workshop

•
•
Thom. Poole
Thom. Poole

CRM Course delivered to CIM members 2003

Empresariales
1 de 54
Wednesday 13 April 2011 CIM CRM Workshop 1
Customer relationship management, databases & the web ,[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Introductions ,[object Object],[object Object],[object Object],[object Object]
Why are we doing this ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is Marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object]
CRM is about customer interaction ,[object Object]
The Key Word is profitable ,[object Object],[object Object],[object Object],[object Object],[object Object]
It is a balance of art and science ,[object Object],[object Object],[object Object],[object Object]
However it must support the key brand values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Effective Implementation needs an integrated approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM is Knowledge Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
What does this involve for small companies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Themes to establish ,[object Object],[object Object],[object Object],[object Object]
Strategy - What you must know ,[object Object],[object Object],[object Object],[object Object],[object Object]
Information needed to plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Strategy - the issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What you must know about your clients ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise 1 ,[object Object],[object Object],[object Object],[object Object],[object Object]
What you must know about your marketing processes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM is not just about sales ,[object Object],[object Object],[object Object],[object Object]
To be successful consider the business as a whole ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Framework for CRM
The definition of the Sales and Service pipeline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Nature of Customer Encounters
CRM becomes critical for companies as the web brings more interaction ,[object Object],[object Object],[object Object],[object Object]
What does the Web bring to the party ,[object Object],[object Object],[object Object],[object Object]
Exercise 2 ,[object Object]
BREAK ,[object Object],[object Object],[object Object]
Methods of communication from web site include ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ovum study ,[object Object],[object Object],[object Object],[object Object],[object Object]
What would getting it right mean? ,[object Object],[object Object],[object Object]
How are other companies using the web now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Think about it … ,[object Object]
Other HP findings ,[object Object],[object Object],[object Object],[object Object]
Why this is important ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM depends on overall perception of the company
So where does it fit?
Management ,[object Object],[object Object],[object Object],[object Object]
INFORMATION Technology
The Architecture of eRM
A good CRM system can ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales management ,[object Object],[object Object],[object Object],[object Object]
Sales Pipeline
Customer Service and Support ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales can see service logs
Service team can see Sales logs
Monitoring activity
Large vs small solutions ,[object Object],[object Object],[object Object]
Goldmine Example
Internet support ,[object Object],[object Object],[object Object],[object Object]
Imperatives of E-relationships ,[object Object],[object Object],[object Object],[object Object],[object Object]
Rules to succeed ,[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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