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MANAGEMENTA n v e s h S h a r m ab y
KNOWLEDGE
CUSTOMERKNOWLEDGE
CUSTOMERRELATIONS
HIP
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CUSTOMERRELATIONSHIP
MANAGEMENT
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Customer relationship
management (CRM) is a
process to
identify, select, acquire, develop
and retain profitable
customers.
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CRM enables the managers
to employ customers’ data to increase their
production, provide better SERVICES
and boost their long-term
profit.
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OBJECTIVES
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First Purchase
1. Other companies’ Customer or
Potential Customers
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First time Customers Further purchase
2.
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TEMPORARY Customers
PERMANENT Customers
3.
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DECENT SERVICES
4.
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LEVELSOF
CRM
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OPERATIONALCRM
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ANALYTICALCRM
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KNOWLEDGEMANAGEMENT
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slides to knowabout KNOWLEDGE MANAGEMENT5
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Knowledge management (KM) is the process of capturing, developing, sharing, and effectively using organizational knowledge.
1
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Creating, Constructing, Identifying, Collecting, Selecting,
Organizing, Structuring,
Distributing, Refining,
Browsing and Applying
knowledge
2
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U s a g e
Tr a n s m i s s i o n
I d e n t i fi -c a t i o n
ProcessOf knowledgemanagement3
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STRATEGIES of KM4
C o l l a b o r a t i v e s o f t . Te c h .
E x p e r t s y s t e m
S t o r y Te l l i n g
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WHY INVESTin
knowledge management5 ?
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CUST OMERkNOW LEDGE
MANAGEMENT
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GATHERINGMANAGINGSHARING
CUSTOMER KNOWNLEDGE
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Points to Mind
Before going through the process of CKM
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Gathering
Transactions&
Interactionswith customers
2Ways ofCUSTOMER KNOWLEDGE
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T O c u s t o m e r K N O W L E D G E
Approach
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2View points
1 . C o l l e c t i o n o f i n f o r m a t i o n & v i e w p o i n t s t h a t
a n o r g a n i z a t i o n h a s a b o u t i t s c u s t o m e r s .
2 . C o l l e c t i o n o f i n f o r m a t i o n & v i e w p o i n t s t h a t
y o u n e e d t o h a v e b u i l d s t r o n g c u s t o m e r r e l a t i o n s h i p s .
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THINGS to gather about CUSTOMER1
0
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Who they areWhat they doWhy they buyWhen they buyHow they buyHow much they buyWhat makes them feel good about buyingWhat they expect of youWhat they think about youWhat they think about your competitors
?
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5DifferencesCRM
b/w KMCKM
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K N O W L E D G E S O U G H T I N
KM
C R M
C K M
Employee, team, company
Customer Database
Customer experiences, there satisfaction with products/services
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R AT I O N A L E
KM
C R M
C K M
Unlock and integrate employees’ knowledge about customers, sales and R&DMining knowledge about the customer in company’s databases
Gaining knowledge directly from the customer as well as sharing and expanding this knowledge
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M E T R I C S
KM
C R M
C K M
Performance against budget
Performance in terms of customer satisfaction and loyalty
Performance against competitors in innovation and growth, contribution to customer success
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B E N E F I T S
KM
C R M
C K M
Knowledge sharing in organisation
Customer retention
Customer success, innovation, Organizational learning
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R E C E P I E N T S O F I N C E N T I V E S
KM
C R M
C K M
Employee
Customer
Customer