Professional Documents
Culture Documents
1
CRM Implementation A Case
2
CRM Business and Technical Views
Business View
What is CRM?
Uses of CRM
Avoiding the Pitfalls
Today’s Requirements
The Future
Technical View
Hardware
Application Software
Database(s)
The Data
The Process
4
CRM Some Definitions
5
Direct Mail Targeting
6
CRM Software Uses and Reasons
7
Why Did CRM Not Live up to its Hype?
Lack of Planning
Some companies fall for a hard sales pitch and
buy packages that do not include features they
really need
Lack of understanding
Others buy systems and features that are more
complex than what they were led to believe these
applications would be
Implementation Issues
Skills
Not having right skills in IT and marketing
8
Why Did CRM Not Live up to its Hype?
9
How to Avoid the Trap?
10
Whats Important Today
In terms of features
Applications' ease of use by business users
Advanced analytics
Ability to support a centralized master customer
data system
11
Current CRM at Pep Boys
Campaign Management
About 7 million pieces of mail
Ongoing direct mail using single or two stage
segmentation
Ad-hoc direct mail
Campaign Reporting
Tracking responses
Developing data for analysis
Learning from doing it
12
Future of CRM at Pep Boys
13
CRM Software Bundle
15
CRM Data Flow
Data Sources
Data Warehouse
Data Cleansing (Contacts)
Orders Line Items Vehicles
60
CRM
Data Mining
16
Application Architecture Logical View
17
Application Architecture Physical View
18
OLTP Database Organization
19
Data Quality and Enhancement
20
Incomplete / Incorrect Addresses
21
Duplication
22
Merging Contacts
23
Data Relating to the Customer
External Data
Collected at POC
Jeff Salvage
123 South St.
Anyplace, NJ
08054
Had Oil Change
Purchased Alternator
Owns 03 BMW
Derived Data
24
Future Technical Initiatives
25
Lessons Learned
Lesson
Impact
26
QA