Scribd
Upload
143 views9 pages

The Role of Multichannel Integration in CRM: Adrian Payne and Pennie Frow

This document discusses the role of multichannel integration in customer relationship management (CRM). It outlines 5 key CRM processes including multi-channel integration. It then describes different channel options and various CRM channel strategies companies can take. Finally, it emphasizes developing a clear multi-channel strategy to improve the customer experience, account coverage, and business objectives while understanding customer touchpoints and integrated channel management.

Uploaded by

Amal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
143 views9 pages

The Role of Multichannel Integration in CRM: Adrian Payne and Pennie Frow

This document discusses the role of multichannel integration in customer relationship management (CRM). It outlines 5 key CRM processes including multi-channel integration. It then describes different channel options and various CRM channel strategies companies can take. Finally, it emphasizes developing a clear multi-channel strategy to improve the customer experience, account coverage, and business objectives while understanding customer touchpoints and integrated channel management.

Uploaded by

Amal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 9

The Role of Multichannel

Integration in CRM

Adrian Payne and Pennie Frow


Industrial Marketing Management, 33 (2004), 527-538

1
• CRM is a management approach that
seeks to create, develop, and enhance
relationships with targeted customers to
maximize customer value, corporate
profitability and shareholder value.
• CRM is oftern associated with utilizing
information technology to implement
relationship marketing strategies.

2
5 key cross-functional CRM
processes
1. Strategy development
2. Value creation process
3. Multi-channel integration process
4. Information management process
5. Performance assessment

3
Channel options
1. Sales force
2. Outlets
3. Telephony
4. Direct marketing
5. E-commerce
6. M-commerce

4
CRM Channel Strategies
• Mono-channel provider (First Direct Bank)
• Customer segment channel (Zurich Financial
Services)
• Graduate account management (B2B
companies case)
• Channel migrator (EasyJet)
• Activity-based channel (Dell)
• Integrated multichannel: seek to capture all
customer information across all channels and
integrate it within a single data repository.

5
Strategic CRM
• The channels need to be considered in the
context of the whole interaction over the life
cycle (pre-sale, sale, post-sale) of the customer
relationship (not just in terms of the sales
activity).
• 3 stages of customer relationship: acquisition,
consolidation, enhancement.
• Short product lifecycle -> offer stream of
products tailored to most valuable customers

6
Customer Experience (CE)
• High quality experience vs. emotional
goodwill vs. loyalty
• Channel experience needs to be
considered:
– Typical and perfect CE within channel
– Typical and perfect CE across channel
– How to sustain and improve the cusomer
experience within channel, across channel,
and substitute an existing channel for better
ones
7
Technology in improving CE
• Caller line identification (CLI)
• Rule-based systems
• Interactive voice response (IVR)
• Computer-telophony integration (CTI)

8
Develop a Multi-channel Strategy
• Clear Objectives
– Improve the CE
– Increase account coverage
– Improve revenue growth
– Decrease operating expenses
– Utilize full skills and resources of our business and employees
• Understand customer and channel touchpoints
• Review of industry structure and channel options
• Channel usage patterns
• Channel economics
• Integrated channel management strategy

You might also like