Beruflich Dokumente
Kultur Dokumente
09/13/2011
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Source
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Content
Definition CRM as a business strategy CRM processes and systems Entrance, applications and success of CRM Case study
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What changed?
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Marketing
Technology
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CRM definition
I Metagroep
The automation of horizontally integrated business processes involving front office contact points via multiple, interconnected delivery channels
II Unknown
A process that addresses all aspects of identifying customers, creating cus. knowledge, building cus. relationships, and shaping their perceptions of the organization and its products
IV McKenna
CRM targets the building of an infrastructure which may be used to develop long-term customer-supplier relationships
CRM definition
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CRM definition
A business strategy from the start, one that is aimed towards developing long-term, mutually profitable, individual customer-supplier relationships and is based on an IT infrastructure to be developed, one that enables welldefined and controlled processes, and places capable personnel in a position to function optimally.
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CRM definition
The philosophy of CRM
CRM is about Keeping the old-time spirit of customer connection even when you can not shake every hand . A comprehensive approach for creating, maintaining and expanding customer relationships. A way of thinking about and dealing with customer relationships
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CRM definition
support customer knowledge
trust
customers-oriented
culture
comprehensive approach
relationship
one-by-one
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value-driven
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CRM definition
Traditional Marketing
Goal: Expand customer base, increase market share by mass marketing Product oriented view Mass marketing / mass production
CRM
Goal: Establish a profitable, long-term, one-to-one relationship with customers; understanding their needs, preferences, expectations Customer oriented view Mass customization, one-to-one marketing
Relational approach
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CRM affects organization as a whole: marketing, IT, service, logistics, finance, production, HR, BOM, etc.
Employees & managers customer-oriented approach improved Individual customer catered Processes executed flawlessly & efficiently IT plays a determining factor
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CRM
BOM
HR
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Contact
Nguyen Nhu Chang, mba Email: ngnhuchang@yahoo.com
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