1. PRESENTED BY VARSHA RANA PG-06-095 VISHAL WADEKAR PG-06-119 Successful Customer Relationship Marketing IBM
2. It is a Comprehensive Strategy and Process of Acquiring , Retaining, and Partnering with “Selective Customers” to create Superior Value for the Company and Customer . Defining CRM
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5. process People and Organization Technology Measuring the effect CM Activity Targeting Enquire management Welcoming Know customers Customer development Managing problems Win back The customer Experience competitors The Proposition Analysis and planning
22. Does the problem involve sequencing or time dependencies Does the problem involve summarizing variation in the data USE CORRELATION USE SEGMENTATION Is the main interest in broad class or usual class Look for deviation . USE DEVIATION ANALYSIS USE PROPENSITY ANALYSIS Does the problem involve predicting Behaviour Look for classes Yes Yes Yes Yes No No
23. Data mining interactive analysis Marketing and sales application Data mining application Data mining analysis function Data warehouse External databases Other databases Operational database RELATIONSHIP BETWEEN DATA MINING AND DATA WAREHOUSING
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34. Data Cycle Campaign Optimization Campaign Execution Results Measurements Learning & Feedback Data Provision Data analysis or mining Common Data
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36. “e Value Chain Processes” ERP SCM eCom CRM PDM Integrated Transaction Store Optimize Business Process Engage Business Partners Nurture & Sustain Relationship Products to Market Faster
58. DEFINITION OF SERVICES SERVICE TYPE NATIONAL Multinational International To whom Customers experience service in one country only Customers experience service in one country only from company supplying in several countries Customers experience service in more than one country Examples Many customers of small firms Customers of multinational consumer goods companies User of international travel and communication Main competitive issue Identify service needs of local customers monitor competitor’s service standards As for nationals, plus development competitive advantage by transferring best practice from other countries A for Multinationals, plus identify international service needs of customers monitor international service needs of customers and monitor international competitor’s service standards Focus of service delivery Full range of technique –systems standards, recruitments and training etc used to attune delivery to customer needs As for national, plus….. Head office may focus on whether methodology being followed and right infrastructure exist Very strong focus on how people from different cultures handle people from different culture
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65. CRM in Automotive Example-students, employed person, housewife, retired person National fleets, car rentals, leasing companies, local and central government, other public organizations
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70. CRM applications of call centers Targeting Outbound telemarketing to prospect list generated from internet and coupon campaign Acquisition Booking test drive, perhaps ordering too Welcoming Welcome and introduce call for every purchase Account management-Retention Replacement cycle calling at timed intervals before expected replacements Account management-Development Campaigns to cross sell and up sell (eg. warranties, accessories, financial services) to the buyers and to family members Intensive care-Service Problem Ensure availability to handle complaints, allow easier complaint tracking Intensive care- customer change Regular calling cycle to collect data on an y changes in need Pre-divorce Extra careful ‘listening’ in call center; triggering urgent action; active calling to identify what else can be done to help customers Divorce Outbound call to protect brand and offer route back Win back Out bound telemarketing
