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TitleChandra Shekar (CRM)
File Size308.7 KB
Total Pages39
Table of Contents
                            Technology considerations
Operational CRM
Analytical CRM
Collaborative CRM
Geographic CRM
Strategy
Successes
RESEARCH DESIGN:
                        
Document Text Contents
Page 19

In most companies, the business focus, organization structures and related business metrics are

the biggest inhibitors of CRM initiatives. All areas of the organization will have to change, in

order to truly support and foster CRM initiatives.

The CRM Business Transformation Map below shows the various aspects of that change. There

are five inter-related areas. These include:

 Business Focus

 Organisation structure

 Business Metrics

 Marketing Focus

 Technology

Business Focus:Product Sales Channel Marketing Service Customer

Organization structure:

Product Management

Place

Manageme

nt

Promotion

Managem

ent

Channel

Management

Contact

managemen

t

Customer

Managemen

t

Business Metrics:

Product performance

Place

performan

ce

Program

Performan

ce

Customer

Revenues

Customer

Patterns &

Profitability

Customer

Lifetime

value &

Loyalty

Marketing Focus:

Mass Advertising

Sales

Promotion

Marketing

Campaign

s

Integrated

Marketing

Communicati

on

Segmentatio

n Specific

Marketing

Customer

Relationship

Managemen

t

Technology:

Transaction Processing

Data

Maintenan

ce

Data

Access

Data

Warehouse

Data Marts Customer

Touch point

Systems

Five Core Areas of Business Transformation

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