Customer Relationship Management Lecture 1: Introduction - CRM Jargons, Value Systems and Value Chains. Mehran Rezaei

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1 Customer Relationship Management Lecture 1: Introduction - CRM Jargons, Value Systems and Value Chains Mehran Rezaei

2 سرفصل مطالب این جلسه ebiz و ecommerce آنچه مد نظر ماست از نقطه نظر گرایش تجارت الکترونیکی نحوهی ارزیابی تعریف سطحی از مدیریت ارتباط با مشتری و سرفصل درس واژههای مرتبط با CRM ارزش مشتری سوددهی مشتری ارزش چرخه عمر مشتری رفتار مشتری قطعهبندی مشتریان

3 سرفصل مطالب این جلسه 6. نگرشهای متفاوت و مدیریت ارتباط با مشتری 7. انواع مدیریت ارتباط با مشتری 8. سیر تکاملی بازاریابی 9. زنجیرهی ارزش و نظام ارزش 10. تکلیف اول 3

4 The big question? What is e-biz? What should be taught in e-biz courses? 4

5 e-biz framework Andreas Meier and Henrik Stormer, ebusiness and ecommerce: Managing the Value Chain 5

6 فرایندهای مدیریتی حمایت کننده سالمت الکترونیکی دولت الکترونیکی تجارت الکترونیکی بانکداری الکترونیکی شبکه های اجتماعی گردشگری الکترونیکی یادگیری الکترونیکی تجارت سیار مدیریت مالی مهندسی مجدد فرایندهای تجاری سازماندهی منابع بنگاه مدیریت منابع انسانی و تیم های مجازی استراتژی های تجارت الکترونیکی شمای نهایی اپلیکیشنهای تجارت الکترونیکی زنجیره ارزش تجارت الکترونیکی فرایندهای مدیریتی حمایت کننده تکنولوژی حمایت کننده مدیریت ارتباط با مشتری بازاریابی الکترونیکی سیستم های پرداخت الکترونیکی مدیریت زنجیره تامین اصول بازارهای الکترونیکی هوش تجاری سیستم های تصمیم یار هوش تجاری روش های پیش بینی یادگیری ماشین در تجارت الکترونیکی تعامل انسان و کامپیوتر مهندسی زیرساخت نرم فزاری تجارت الکترونیکی معماری نرم افزار و برنامه های کاربردی وب مهندسی سیستمهای تجارت الکترونیکی محاسبات ابری امنیت تجارت الکترونیکی ذخیره و بازیابی اطالعات روی وب 6

7 Syllabus Customer Centric Marketing Different Views and Approaches to CRM Process vs. Strategy, Technology, or Capability Customer Lifecycle Capabilities of CRM Software suites CRM and Data Analysis Customer Economics CLV, LTV RFM Analysis Predictive Models Strategic CRM Customer Acquisition Customer Retention Customer Development 7

8 و اما نحوه ی ارزیابی حضور و غیاب: هر جلسه غیبت = کسر یک نمره از میانگین کل 5 الی 10 درصد پروژهی تئوری در قالب ارایه مقاله و... 5 الی 10 درصد پروژهی عملی 15 الی 20 درصد تکالیف - در قالب گزارش و نقد و بررسی مقاله 15 الی 20 درصد امتحانک و کار در کالس 40 الی 60 درصد امتحان پایان ترم تقلب چیست درصورت ب روز تقلب... 8

9 Customer Relationship Management - CRM برای اینکه وارد بحث بشویم باید با الفبای CRM آشنا بشویم. CRM یعنی چه Value Customer یعنی چه Value Customer Lifetime یعنی چه... 9

10 CRM یعنی چه Robert Shaw Customer Relationship Management is an interactive process of achieving the optimum balance between corporate investments and the satisfaction of customer needs to generate the maximum profit. 10

11 CRM and its definitions Customer Value Customer satisfaction Customer loyalty Customer Profitability Customer Lifetime Value Entire duration of the customer relationship The goal of CRM 11

12 What is CRM? Technology? Process? People? 12

13 Types of CRM? Collaborative CRM Operational CRM Analytical CRM 13

14 CRM Collaborative Analytical Operational Call Center Web Sales and services Web Personalization Marketing Data Customer Data Sales Data Marketing Sales Services 14

15 Types of CRM Andreas Meier and Henrik Stormer, ebusiness and ecommerce: Managing the Value Chain 15

16 Customer Touch Points Snail Mail Media Wiki Customer Physical Phone Blog Website SMS 16

17 Collaborative CRM Focuses on exploiting interaction with customers via customer touch points For providing better services, to gain value 17

18 Services To facilitate interaction between company and its customers Collaborative CRM Value Establishing lifetime value of customers beyond the transaction by creating partnership Interaction Using collaborative services and infrastructure to make interaction between company and customer via multiple channels 18

19 Operational CRM Front Office CRM Involves areas where direct contact with customers occurs (touch points) Touching the customer It brings the customer closer to the operational activities of company Customer facing applications 19

20 Operational CRM SFA Operational CRM CSS Sales Force Automation EMA Enterprise Marketing Automation Customer Self Service 20

21 Analytical CRM 21

22 Who is the customer? Customer Profile What are the needs of the customer? How do his requirements relate to the service? How does he prefer to be communicated with? How would he like to be informed about the product changes, etc? 22

23 Customer behavior How loyal is he to the company? How often and to what extent does he prefer to do business with the company? What additional value does he bring to the company? How high is his customer value? How would his value develop in the future? 23

24 Customer Segmentation Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing Age, gender, interests, spending habits, and so on. Using segmentation allows companies to target groups effectively allocate marketing resources to best effect 24

25 Data Mining Andreas Meier and Henrik Stormer, ebusiness and ecommerce: Managing the Value Chain 25

26 Andreas Meier and Henrik Stormer, ebusiness and ecommerce: Managing the Value Chain 26

27 تعریف زنجیره و سیستم ارزش زنجیره ی ارزش: مجموعه ای از فعالیت های مجزا که با یکدیگر در ارتباط و تعامل هستند تا نیازهای سودآور برای مشتری را برآورده کنند سیستم ارزش: واما سیستم ارزش پا به فراسوی یک سازمان می گذارد. یک سیستم ارزش تشکیل شده است از فراینده ها و فعالیتهای داخل و خارج از شرکت که نه تنها برای مشتریان سازمان بلکه برای مشتریان دیگر سازمانهای درگیر در سیستم ارزش خلق ارزش می کند 27

28 Porter s Value Chain (1980) Infrastructure: Mgmt, Acctg, Finance, Legal HRM (Human Resource Management) R&D (Research & Development) Receive And Store Raw Materials Make The Products And Services Purchasing Deliver The Products And services Market And Sales CRM Margin Porter, M.E Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press 28

29 تکلیف اول سیستم و زنجیره ی ارزش دولت الکترونیکی گردشگری الکترونیکی یادگیری الکترونیکی سالمت الکترونیکی 1393 ارائه و گزارش سه شنبه هشتم مهر 29

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