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Building A Customer-Centric Organization – Customer Relationship…
Building A Customer-Centric Organization – Customer Relationship Management
CRM
Enables an organization to:
Help sales staff close deals faster
Simplify marketing and sales processes
Cross sell products more effectively
Discover new customers
Make call centers more efficient
Increase customer revenues
Provide better customer service
Three phases in the evolution of CRM:-
CRM analysis technologies
Help organization segment their customers into categories such as best and worst customers
CRM predicting technologies
Help organizations make predictions regarding customer behavior such as which customers are at risk of leaving
CRM reporting technology
Help organizations identify their customers across other applications
Using Analytical CRM to Enhance Decisions
Operational CRM
Supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers
Analytical CRM
supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers
CRM SUCCESS FACTORS
Build an integrated view of the customer
Implement in iterations
Define information needs and flows
Scalability for organizational growth
Clearly communicate the CRM strategy