Customer Relationship Management 1
Customer Relationship Management CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so forth. According to one industry view, CRM consists of: Helping an enterprise to enable its marketing departments to identify and target their best customers, manage marketing campaigns with clear goals and objectives, and generate quality leads for the sales team. Assisting the organization to improve telesales, account, and sales management by optimizing information shared by multiple employees, and streamlining existing processes (for example, taking orders using mobile devices) Allowing the formation of individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits; identifying the most profitable customers and providing them the highest level of service. Providing employees with the information and processes necessary to know their customers, understand their needs, and effectively build relationships between the company, its customer base, and distribution partners. CRM--Customer Relationship Management--has entered the mainstream. Despite the uncertainty of the economy, CRM is being thrust into corporate budgets and talked about as a critical initiative by hundreds of Fortune 1,000 and tens of thousands of other companies. It has gone from being an important edge in the business world to a necessary tool for survival. The notion of the customer as king or queen is once again the rule. How you treat this is a mission-critical business issue. But, what is CRM and how does it change the way companies do business? The changes in the world have been so dynamic and so dramatic that the path isnt necessarily all that obvious. How CRM impacts that business path is a continuing source of debate in the world of corporate management. 2 2
Course Details Course Description Companies e-business prospects are often derailed by poor customer support because companies don t understand the frantic pace of Internet time. Procurement, fulfillment, and post-sale support can be severely crippled by poor communication channels. Customer Relationship Management explains the circular relationship between suppliers, technology, and customers, which together provide the infrastructure for customer support in an e-business environment. Managing relationships with customers has become a critical organizational competency. Get winning strategies for acquiring and retaining customers by leveraging the latest advanced technologies. This course will teach you how to select the right tools for your business-- so it can grow today--and on into the future. Lagging means lost customers, which means damage to the bottom line. But how do you not lag when customers are moving lightning fast to demand constant changes in the speed to complete their transactions? How do you keep your customers when the move to another company is nothing more than a mouse click and a minute away? Century business chase. Who Should Attend Middle- and senior-level managers from marketing, e-commerce, sales and operations, strategic planning and general management Senior technology and information managers who support marketing, e- business and CRM programs Product, brand, e-marketing and advertising managers Finance managers responsible for customer profitability measurements and analysis Sales and service managers Duration: 3 days (9:00AM 5:00PM) CRM is the answer. Customer Relationship Management, a strategy that leverages very advanced technologies is the way to cut to the 21st 3
Certification This comprehensive course provides the knowledge and skills you need to pass the CRM Exam 212-26. The 120- minute examination will be conducted on the last day of the class at the training facility (Prometric registration is included). C R M 4 4
Course Outline Module I - Overview of CRM CRM Concepts CRM - More definitions CRM Drivers Constituents of a Good CRM Strategy CRM and Technology CRM Solutions Map The Concept of e-crm e-crm and CRM Implementation Challenges Module II - Developing a Customer Strategy Section 1: Fundamentals of Customer Strategy Customer Strategy Basics Customer Loyalty Customer Satisfaction Customer profiling and Modeling Section 2: Evolution of a Customer Centric Enterprise Customer Centric Enterprise - Background Customer Centricity - Concepts Product Centricity Vs. Customer Centricity Customer Centric Strategy Evolution of Customer Centric Enterprise (CCE) Specific Adaptations of a CCE Section 3: Discussing the core of successful CRM initiatives Core of any successful CRM initiative Seven Habits of a successful CCE Section 4: Mapping People, Processes and Technology Revisiting the basic precepts Discussing People, Processes and Technology Transitioning from product centricity -Processes Transitioning from product centricity -People Transitioning from product centricity -Technology Module III - Customer Lifecycle Management and Lifetime Value 5
Concept of Customer lifecycle Customer Life Cycle stages - Illustrated Customer Life Cycle Management Managing the Customer Life Cycle in a CCE Concept of Customer Lifetime Value Customer Lifetime value assessment Module IV - CRM Technology CRM Ecosystem Customer Interaction and CRM Three Pillars of CRM Operational CRM Analytical cycle of CRM Analytical CRM Collaborative CRM Module V - Operational CRM Sales Force Automation Account Management - Illustrated Opportunity Management -Illustrated Sales Forecasting Sales Funnel management Sales Pipeline Management Marketing Automation Campaign Management Analyzing, Learning, Listening and Responding Workflow Management Marketing Communications - Illustrated Contact Management Contact Management - Illustrated Ticket Management Module VI - Analytical CRM Critical components of Customer Centric Strategies Analytical CRM defined CRM Intelligence Management Cycle Analytics and Customer Life Cycle Management 6 6
CRM Data warehouse Analytical CRM Components Benefits from CRM Analytics Customer Centric Data Mining Analytical CRM application areas Teradata Industry CRM Requirements from an Analytical CRM application Data Extraction - Illustrated Data Enhancement - Illustrated Clustering and profiling Model building and Analysis Scoring CRM Analytics - Sample vendor options Common Implementation Problems Module VII - Collaborative CRM Collaborative CRM Customer Centricity revisited Channel evolution Multi-channel Strategy Multi-Enterprise Value Networks Mapping Customer interactions into Life Cycle stages Customer Interaction Centers Avaya Communications architecture -Illustrated Customer Interaction Center - Detailed Avaya Unified Communication model -Illustrated Call Center - Explained Evolution of Contact Centers Contact Centers -Evolution Phases Technology Transformation and Migration Customer interaction - illustrated What do portals address? Integrating Customer Information through portals Employee Portal Customer Portal Partner Portal Module VIII - CRM Project Management 7
CRM Initiative- Phases Planning the CRM initiative Preparatory Phase Preparatory Phase - Activities Defining the CRM vision Assessing CRM readiness (Organizational perspective) Analyzing business processes Auditing the IS/IT infrastructure Establishing CRM project objectives Building a business case for CRM Building the team Ensuring involvement of key people Prioritizing the requirements Establishing the budget Establishing tentative timelines Short listing prospective CRM solution vendors Selecting the CRM solution Selecting the solution partner Implementation Phase CRM implementation project methodology Definition Stage Analysis Stage Design & prototyping Stage Configuration & Testing Deployment Stage Managing Change Training is key to implementing change Post Implementation Phase Post Implementation Support Problem areas to look out for Module IX - Building a Business Case for CRM Need for a Business Case Elements of a good Business Case Challenges in quantifying CRM Benefits Categorization of CRM Benefits CRM Metrics Framework 8 8
CRM Benefits -Customer s perspective A methodology for ROI Estimation Presenting the benefits - Illustration Identifying and mitigating risks 9
International Council of E-Commerce Consultants 67 Wall Street, 22nd Floor New York, NY 10005-3198 USA Phone: 212.709.8253 Fax: 212.943.2300 http://www.eccouncil.org 2002. All rights reserved. This document is for informational purposes only. MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. logo is registered trademarks or trademarks of in the United States and/or other countries. 10 10