CRM: WEEK 3 (1/23 1/27)

Last Week Highlights:

Definitions of CRM
Difference between CRM & DBM
Where CRM Adds Value
CRM Modules - Overview
Sales Force Automation
Call Center Operations
Marketing Automation

Components of Trust
Operational vs. Analytical CRM

CRM: WEEK 3 (1/23 1/27)

Monday (1/23) Objectives:
Loyalty Attitudinal vs. Behavioral
Learning Relationships enable the
Enterprise to develop more personalized and
collaborative interactions with individual
customers
IDIC Model identifying, differentiating,
interacting, and customizing.
Trust and the Learning Relationship

CRM: Monday 1/23/06

Loyalty Attitudinal vs. Behavioral
Attitudinal/Perceptual/Emotion
Behavior/Transaction/Repeat Purchase
Both with CRM

Life-Time Value
More relevant than loyalty
Both factors
Annuity

CRM: Monday 1/23/06

Learning Relationships enable the
Enterprise to develop more personalized and
collaborative interactions with individual
customers
IDIC Model
Identify Customers not just initially
Differentiate Customers - segmentation
Interact with Customers
communitcation/iterative
Customize Treatment learning/adapt

CRM: Monday 1/23/06

Trust and the Learning Relationship
External with Customers and Internal with
employees
Internal critical in implementation
Trust is the currency of all commerce.
Trusted agent.

CRM: WEEK 3 (1/23 1/27)

Wednesday (1/25) Objectives:
Identifying Customer BTC & BTB
Necessary Data
Customer Profitability
Life Time Value Calculation & Use

CRM: WEEK 3 (1/23 1/27)

Friday (1/27) Objectives:
Use of LTV and Value to the Firm
Discuss SAS Marketing Automation Article
Marketing Automation for ID
Marketing Automation for Most Profitable
Customer