Customer interaction

Customer interaction
1 The sales force
automation system
Allows direct sales force to promote products &
gather customer feedback
2 Call centre Allows customer initiated direct contacts
Outbound & telemarketing / telesales
3 Web access component Self service
1 Marketing Measuring marketing efficiency
Executing effective marketing plans
2 Sales Developing & executing an effective channel strategy
3 Consumer Service Understanding consumer profitability & cost to service
Developing differential / hired customer service
 Marketing Automation
1 High end campaign
management
Focused on companies involve in B2C marketing
Assist campaign planning management & tracking
2 Web driven campaign Focuses on B2B
Uses internet as a major execution vehicle
Direct mail / fax / telephone
3 Marketing oriented
analysis [MA]
Focuses on measuring all major aspects of sells &
marketing
Encompasses
Lead management
Campaign execution
Marketing collateral management
MA products include…
Data cleaning tools Business intelligence tools
Data analysis Adhoc query
Reporting & analyzing
 Sales force Automation [SFA]
 Fastest growing CRM segment
 Critical functions
 Lead / account management  Forecasting
 Contact management  Win / Loss analysis
 Quote management  Sales administration
 Marketing encyclopedia
 Components of sales process
 Lead generation & tracing  Distributors / Agents
 Field sales  Retail E-Commerce
 Call canters / telephone sales  Order management / order fulfillment
 Third party brokers  Integration of marketing
 Customer service functions
 Customer Service
Focuses on past experiences
Field service & dispatch techniques
Internet based services
Self service via web site
Call canters
Post sales activities – Office oriented call canters


Implementation of CRM
 Strategy
 Segmentation
 Technology
 Process
 Organization
Strategy
 Six types of strategy affect a CRM program
Channel Marketing
Segmentation Branding
Pricing Advertising
 Pricing Strategy – single greatest differentiator
 Channel Strategy – how the offer can be conveyed to the
customer
Segmentation
 Essential element
Database / Data mining / Decision Support
 Biggest problem
Set up of the datab

CRM Application availability
SFA product package – contact management software
MA Systems
Sales System – OLTP – online transaction processing
Networks in place
 Technical difficulties…
COS – Class of service support Security options
Priority queering Traffic shaping
VPNs – Virtual private networks
ase