Customer Relationship Management
CRM enables an organization to :
- Provide better customers services
- Make call center more efficient
- Cross sell products more effectively
- Help sales staff close deals faster
- Simplify marketing and sales processes
- Discover new customers
- Increase customer revenue
RFM..??????
RECENCY : How recently customer purchased items
FREQUENCY : How frequently a customer purchases item
MONETARY VALUE : How much a customer spends on each purchases
Using analytical CRM to enhance decisions
Operational CRM - support traditional transactional processing for day-to-day front-office operations that deal directly with the customers
Analytical CRM - support bak-office operations and strategics analysis and includes all system that do not deal directly with the customers
CRM success factors include :
- Clearly communicate the CRM strategy
- Define information needs and flows
- Build an integrated view of the customers
- Implement in interations
- Scalability for organizational growth
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