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CUSTOMER

RELATIONSHIPMANAGEMENT

Session III

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Cross FunctionalProcesses

 Strategy Development

 Value Creation

 Multi-channel Integration

 Information Management

 Performance Assessment

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ConceptualFramewor 

3

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Process !ase"Stepwise Mo"el

 Database Creation

 Analysis

 Customer Selection Customer argeting

 !elationship Programs " Mar#eting

 Privacy Issues

 Metrics

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%

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CRM ProcessFramewor 

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#o ut on o ustomer%alue

 Consumer values ' consumer value Augmente( pro(uct

 Customer satisfaction ' service )uality

 Value chain

 Creating ' (elivering superior customer value

 Customer*s value to the +rm

 Customer-perceive( value

 Customer value ' sharehol(er value

 !elationship value

,

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Si& Marets Mo"el

CustomerMar#ets

Supplier

Mar#ets

!eferralMar#ets

InternalMar#ets

!ecruitment Mar#ets In.uenc

eMar#ets

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Si& Marets Mo"el '(

/0 Customer Mar#ets 1 loyalty la((ercustomer service customer (elighta((itional P*s of mar#eting mi

20 !eferral Mar#ets 1 customer referralsagencies interme(iaries internal referrals

30 Supplier Mar#ets 1 cooperation impactingpro(uct speci+cation4 )uality4 .eibility

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Si& Marets Mo"el '(

$0 !ecruitment Mar#ets 1 attracting suitably

motivate( an( traine( employees

%0 In.uence Mar#ets 1 investors4 unions4 in(ustrybo(ies4 regulators4 me(ia4 competitors etc0

&0 Internal Mar#ets 1 implicit activity criticality of

communication role in (i6erentiation

facilitation of innovative spirit

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