0% found this document useful (0 votes)
97 views33 pages

Lesson 1 - Marketing Strategy

This document provides an overview and introduction to a course on Customer Relationship Management (CRM) taught by Joe Di Donna. It outlines the structure and content of the course, including an introduction to CRM, the strategic and managerial perspectives on CRM, the three types of CRM (strategic, operational, and analytical), and emerging areas like social CRM and machine learning applications. Key topics that will be covered include understanding customer relationships, strategic customer portfolio management, and managing customer experience. The course will utilize lectures, case studies, exams, and a group project to help students learn the strategic approach and general concepts of CRM.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
97 views33 pages

Lesson 1 - Marketing Strategy

This document provides an overview and introduction to a course on Customer Relationship Management (CRM) taught by Joe Di Donna. It outlines the structure and content of the course, including an introduction to CRM, the strategic and managerial perspectives on CRM, the three types of CRM (strategic, operational, and analytical), and emerging areas like social CRM and machine learning applications. Key topics that will be covered include understanding customer relationships, strategic customer portfolio management, and managing customer experience. The course will utilize lectures, case studies, exams, and a group project to help students learn the strategic approach and general concepts of CRM.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 33

Customer Relationship

Management
Joe Di Donna
Introduction

 Your lecturer: Mr. Joe Di Donna


 Your classroom: information about you
 Your course:
• Customer Relationship Management
The Syllabus and SOW

 Syllabus
 Scheme of work
Text Book

Buttle F. & Maklan S.


(2019) Customer
relationship management:
concepts and
technologies. (4th ed.)
Abingdon, Routledge.
Structure of the course

 Remember that the lessons aren’t a


duplication of the text book.
 But they are integrated.
How to learn
General view

• This is a short course


• I need that you learn the approach of CRM
• The course will provide you a general view
on CRM
• We will analyze more the theory/strategic
tools of CRM, than the technical aspects.
General View

• Understand customer relationships


• Introduction to CRM
• Understanding relationships
• Managing the customer journey: customer acquisition &
customer retention and development
• Strategic CRM
• Customer portfolio management
• Managing customer-experienced value
• Managing customer experience
• Looking for the future
Structure of the course

• Group Project (30%), only written – weeks


6-9
• Group Project written oral presentation
(30%) – weeks 10-13/14
• Final exam (40%)– week 16-17
Structure of the course

 30 hours of lessons
 Theory, practice, presentations, case
studies, etc.
 Exams
 Plagiarism – Turnitin
 Moodle
 Questions ?
Please, don’t do this. Not permitted.
Introduction to CRM

• CRM started on 1990s, moreover on 1993


when Tom Siebel founded Siebel Systems
Inc. (now part of Oracle).
• CRM term describes the software tools that
are used to support the marketing, selling
and service functions of businesses.
Strategic and managerial perspective on
CRM
• This managerial perspective on CRM aims
to understand and improve the experience
of customers.
• CRM technologies can fundamentally
change CX (Customer Experience) for the
better.
Strategic and managerial perspective on
CRM

Which is warmer? Which is the colder?


3 types of CRM

• Strategic = customer centric business


strategy.
• Operational = integration and automation of
customer-facing process like selling.
• Analytical = transform customer related data
into actionable insight for using in strategic
and operational.
Strategic CRM

• Product-oriented, i.e. Apple (forecast what


the customer should desire)
• Production-oriented, i.e. operational
excellence
• Sales-oriented, i.e. invest a lot in
communication for persuading to buy
• Customer or market-orientation, i.e. putting
the customer first, “customer-centricity”.
Operational CRM
Operational CRM
• Marketing automation (MA) applies
technology to marketing processes.
• i.e. digital campaign starts with customer-
related data
• Customer segmentation (through website,
online catalogue, TV shopping channel)
• Predictive modeling and work flow automation
Operational CRM

• Sales force automation


• Lead generation
• Lead qualification
• Lead nurturing (the process of developing
relationships with buyers)
Operational CRM
Operational CRM

• Service automation
• Service automation involves the application of
technology to customer service operations
• Delivery through call center
• Contact
• Field-service
• Web
• Chatbot
• Face-to-face
Operational CRM

• IVR, Interactive Voice Response


Operational CRM

• Jetblue was the first company to use Twitter


(2007) like customer service
Analytical CRM
• It concerned with capturing, storing,
extracting, integrating, processing,
interpreting, distributing, using and reporting
customer related data.
Social CRM

• Tools to identify, capture, interpret, and


exploit data found in social media platforms.
The changing face of CRM

• Customer data is typically stored in cloud


• Machine learning applications such as
neural networks and artificial intelligence
are available to find meaning in large
amorphous data centers.
The changing face of CRM
DEFINING CRM

• CRM is the core business strategy that aims


to create and maintain profitable
relationships with customers, by designing
and delivering superior value propositions. It
is grounded on high-quality customer-
related data and enabled by information
technology.
CRM constituencies

• Having interest in CRM


• Companies implementing CRM
• Customers and partners of those companies
• CRM software houses (i.e. Oracle, Salesforce)
• Social media players
• Vendors of CRM hardware and infrastructure
• Management consultants
Models of CRM

• The IDIC model


Models of CRM

• The CRM value chain


The SCHEMA model
Discussion

• Have you had the sensation that someone


spy you on the net?
• Have you received communications on
products/services that shocking you, like
“how do they know this?”

You might also like