04: Customer Relationship Management

Definition

Integrated process to interact with customers

Fetch new customers

Retain existing customers

Main aspects

Multichannel

Uniqueness of data and service

End to end service chain

Front end: Customer interaction

Back end: Service provision, delivery and administration

Key functions

Commercial logistics

Support for multichannel interaction with customer

After sale support

Analysis of customers

Salesperson

Call center

Internet

Modules

Front-end

Salesperson

Internet

Call center

Back-end

Analytic CRM

Campaigns and marketing