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MAR 4860 - Chapter Slides

MAR 4860 - Chapter Slides

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Published by Mark Fiorentino
All the Chapters presented.
All the Chapters presented.

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Published by: Mark Fiorentino on Jul 05, 2011
Copyright:Attribution Non-commercial


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Chapter 1: Introduction to CRMChapter 1: Introduction to CRMModule 1Module 1Chapter Objectives
Explain the four major perspectives on CRM: strategic,operational, analytical and collaborative.Identify the common misunderstandings about CRM.eveop a enton o .Describe the six constituencies or parties that have avested interest in CRM.Describe how CRM issues vary across industries, andExplain five generic models of CRM, particularly theIDIC and the Gartner Group models.
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MAR 4860 Lecture WorksheetChapter 1 Module 11
Selected Definitions of CRM 1
CRM is an information industry term formethodologies, software, and usually Internetcapabilities that help an enterprise manage customerrelationships in an organized way.s te process o managng a aspects ointeraction a company has with its customers,including prospecting, sales, and service. CRMapplications attempt to provide insight into andimprove the company/customer relationship bycombining all these views of customer interaction intoone picture.
Selected Definitions of CRM 2
CRM is an integrated approach to identifying,acquiring, and retaining customers. By enablingorganizations to manage and coordinate customerinteractions across multiple channels, departments,lines of business, and geographies, CRM helpsorganizations maximize the value of every customerinteraction and drive superior corporate performance.
Selected Definitions of CRM 3
CRM is an integrated information system that isused to plan, schedule and control the pre-salesand post-sales activities in an organization. CRMembraces all aspects of dealing with prospectsand customers, including the call center, salesforce, marketing, technical support and fieldservice. The primary goal of CRM is to improvelong-term growth and profitability through a betterunderstanding of customer behaviour. CRM aimsto provide more effective feedback and improvedintegration to better gauge the return oninvestment (ROI) in these areas.
MAR 4860 Lecture WorksheetChapter 1 Module 12
Selected Definitions of CRM 4
CRM is a business strategy that maximizesprofitability, revenue and customer satisfaction byorganizing around customer segments, fosteringbehaviour that satisfies customers, and implementingcustomer-centric processes.
Core Definition of CRM
CRM is the core business strategy that integratesinternal processes and functions, and externalnetworks, to create and deliver value to targetedcustomers at a profit. It is grounded on high qualitycustomer-related data and enabled by informationtechnology.This is the best definition for CRM and the one you willThis is the best definition for CRM and the one you willuse in this class!use in this class!
Misunderstandings About CRM
1.CRM is database marketing -NO2.CRM is a marketing process -NO3.CRM is an IT issue -NO4.CRM is about loyalty schemes -NO5.CRM can be implemented by any company -NO
MAR 4860 Lecture WorksheetChapter 1 Module 13

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