Customer relationship management

Gintare Nenortaite & Kristian Steenfeldt

Agenda• Concept• Different methods of CRM• An example of CRM• Exercise• Discussion• Summary

Concept• CRM are methods used to interact and review customers• It is a highly IT based system based on special purpose software• The information pulled from CRM software is used for promotion and for measuring customer satisfaction• Tools for CRM should be implemented ’’only after a well-devised strategy and operational plan are put in place’’ – Lior, Arussy

Concept Methods Example Exercise Discussion Summary

Different methods of CRM• Operational CRM – provides support to ’’front office’’ processes• Analytical CRM – analyzes customer data for mkt. campaigns • Sales Intelligence CRM – intended as a more direct sales tool• Collaborative CRM – used to improve the quality of services• Consumer relationship CRM – CRS is used to track consumer sentiments• Simple CRM – focuses on core values like managing contacts activities• Social CRM - uses social network monitoring feeds to analyze trends

Concept Methods Example Exercise Discussion Summary

An example of CRM• A car dealership – They send out a from of questionaires to their resent customers to measure satisfaction levels and to evaluate their own service level.• Shopping malls – They ask their customers what their zip code is to measure and analyze where their customers come from. This can be done to target your marketing campaign geographically.

Concept Methods Example Exercise Discussion Summary

Exercise• This exercise is meant to give you an insight to the more analytical side of CRM. • Please be ready to argue your solutions and ask yourself why .

Concept Methods Example Exercise Discussion Summary

Discussion• Let us discuss the different results from the groups

Concept Methods Example Exercise Discussion Summary

Summary

Concept Methods Example Exercise Discussion Summary

Thank you for your attention