Slide 1.

CRM Definition 1 the automation of horizontally integrated business processes involving front office customer contact points (marketing, sales, service and support) via multiple, interconnected delivery channels.

Source: Metagroep. Peelen, Customer Relationship Management Pearson Education Limited 2005

Slide 1.2

CRM Definition 2 a process that addresses all aspects of identifying customers, creating customer knowledge, building customer relationships, and shaping their perceptions of the organisation and its products

Source: Gartner. Peelen, Customer Relationship Management Pearson Education Limited 2005

Slide 1.3

CRM Definition 3 Building and sustaining customer and infrastructure relationships. It is the integration of customers in the companys design, development, manufacturing and sales processes. All employees need to be in the business of building CRM

Source: McKenna. Peelen, Customer Relationship Management Pearson Education Limited 2005

Slide 1.4

CRM marketing elements

Relationship strategy 5.1

Communication 4.9

Business strategy 6.7

Customer knowledge 4.6

Individual value proposition 6.7

Peelen, Customer Relationship Management Pearson Education Limited 2005

Slide 1.5

Contents
Strategy and organisation of CRM (I) CRM Marketing aspects (II) Analytical CRM (III) Operational CRM (IV) CRM Systems and their implementation (V)

Peelen, Customer Relationship Management Pearson Education Limited 2005