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【正文】 s appreciation of the mountains has brought her to Grenoble, France where she currently works as an independent consultant. Sharon Crost 6/18/2020 Slide: 3 Class Schedule To Be Finalized Sharon Crost 6/18/2020 Slide: 4 Instructor Sharon CROST mobile: + text: Dych233。 paper list three of each: ? What I know about CRM – (3 thoughts on 3 separate pieces of paper) ? What I want to know about CRM – (3 thoughts on 3 separate pieces of paper) Sharon Crost 6/18/2020 Slide: 10 Discussion Case 1 – puter online Michael Shmichael is purchasing a personal puter from HAKR Computers Online. Describe the customer’s purchase experience, the vendor’s sales experience and the relationship between customer and vendor Sharon Crost 6/18/2020 Slide: 11 Discussion Case 1 – puter online Customer Perspective ? Select the Product – quality, price, availability, functionality ? Purchase Product – easy process, quick delivery, online delivery info, payment terms ? Use and Learn – assemble parts, instructions, features, new information, upgrades ? Ongoing Support – technical support, sales support Sharon Crost 6/18/2020 Slide: 12 Discussion Case 1 – puter online Vendor Perspective ? Provide Product Information/Marketing – quality, price, availability, functionality ? Efficient Purchase Process – easy process, quick delivery, online delivery info, payment terms ? Client Knowledge – repeat buy, product feedback ? Revenues, Profit, Customer Satisfaction – return on investment, customer retention, profit, customer share Sharon Crost 6/18/2020 Slide: 13 Discussion Case 1 – puter online Relationship – Customer and Vendor ? Product info – web search, preferences, parisons, popups, live customer support, exclusive info ? Purchases – online view, stored address info, auto payments ? Shared Knowledge – preferences, license or consumables info, ? Increased Customer Value!!! – satisfied customer, loyalty, advocate, €€€€€ Sharon Crost 6/18/2020 Slide: 14 Definitions and Terms CRM: the infrastructure and process that allows you to manage customer interaction and increase customer value and profit Sharon Crost 6/18/2020 Slide: 15 General Terms ? emerce ? enterprise CRM (sometimes eCRM) ? Front office/back office ? Operational CRM (front office – sales force, call center) ? Brickandmortar panies ? Customer Touch point ? Sales Force Automation ? Upselling Sharon Crost 6/18/2020 Slide: 16 Marketing Terms ? Attrition/Churn ? Closedloop marketing campaigns ? Customer profiling/segmentation ? B2B/B2C ? Campaign management ? optin/opt out ? permission marketing Sharon Crost 6/18/2020 Slide: 17 Inter/Technology Terms ? Cookie ? Clickstream ? ASP ? screen pop ? cyberagents (animation) ? Data warehouse/data marts ? Data Mining (predictive analysis) ? Integrated Database ? Automated Workflow Sharon Crost 6/18/2020 Slide: 18 Analytical CRM ? Customer Value Measurement ? Affinity analysis (burgers/fries) ? Prospect qualification ? Nextsequentialpurchase analysis ? Churn analysis and prediction ? Propensity to buy modeling ? Customer segmentation ? Partner contribution measurement ? Customer profiling Sharon Crost 6/18/2020 Slide: 19 CRM conceptual model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction Sharon Crost 6/18/2020 Slide: 20 CRM conceptual model Increased customer knowledge Increased customer value Increased operational efficiency and effectiveness Increased customer loyalty and customer base Increased Profits and satisfaction gather data segment/profile analyze data customize and optimize offer customize interaction optimize programs create targeted campaigns create efficient infrastructu