Fighting Cancer with Information. Kelly Leaver Case study p.389,plug-in B9
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1 Fighting Cancer with Information Kelly Leaver Case study p.389,plug-in B9
2 American Cancer Society (ACS) Mission: Is to cure cancer and relieve the pain and suffering caused by this insidious disease, Zachary Patterson, chief information officer, ACS.
3 American Cancer Society(ASC) A nationwide voluntary health organization dedicated to eliminating cancer as a major health problem supporting research, education, advocacy, and volunteer services. Headquarters in Atlanta, Georgia 17 divisions and more than 3,400 local offices in U.S. Represents the largest sources of private nonprofit cancer research funds in U.S.
4 American Cancer Society(ASC) To support their mission ASC must perform exceptionally well in 3 key areas: 1. Providing people with the best information available regarding the prevention, detection, and treatment of cancer. 2. Show that it acts responsibly with the funds entrusted to it by the public. 3. Continually secure donations of time and money from its citizens.
5 American Cancer Society (ASC) Challenges with current information: Call center agents didn t know enough information about the caller to give them personalized service and recommendations. To help solve problems they chose Siebel Systems a company that can address immediate and future needs
6 Siebel Systems Siebel Call Center is designed for the next generation of contact centers The Call Center provides the agents with up-to-the minute Information and in-depth customer and product knowledge
7 Benefits from this system: 1. Increased constituent satisfaction and loyalty by supporting personalized interactions between constituents and cancer information specialists. 2. Improved productivity of cancer Information specialist by combining all the information about constitutes into one document. 3. Increased donations of time and money by helping agents identify callers who are interested in expanding relationship with ACS
8 Questions 1.How could the ACS s marketing department use operations CRM to strengthen its relationships with its customers? -Marketing department can use 3 technologies to increase customer satisfaction which will create better relationships. 1.List Generator 2. Campaign Management 3. Cross-selling and up-selling
9 2.How could the ACS s Customer service department use operational CRM to strengthen its relationships with its customers? -3 technologies they can implement to increase customer relationships: 1. Contact center 2. Web-based self-service 3. Call Scripting 3.Review all of the operational CRM technologies and determine which one would add the greatest value to ACS s business. - Web-based self-service systems
10 4. Describe the benefits ACS could gain from using analytical CRM. -It can make its communications more personable. -It can point out customers who haven t done anything with the organization in a while and send them a letter to remind them of organization. -Can determine what customers want and need so the organization can contact them with information that they would be interested in. -Determine the age group mainly involved with the corporation and then find mailing list of potential new volunteers.
11 5. Summarize SRM and describe how ACS could use it to increase efficiency in its business. -It focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects. Applications help companies analyze vendors based on strategy, business goals, prices, and markets. -ACS could use SRM to increase efficiency because it could help them determine what technologies to use to help make their organization organized and providing good customer service and information to customers.
12 Current Information Beginning in 1946 with $1 million, the society's research program has invested about $3 billion in cancer research. ACS also helps educated society about cancer risks, early detection methods, and prevention. Some of these programs they offer are: Tobacco control, sun safety, Relationship between diet and physical activity and cancer, Comprehensive school health education. Total program services is $755 million Total supporting services $289 million a=&level=
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