Information Systems in Organizations 4.2 Customer Relationship Management Systems

Administrivia Learn IT #4 is Due Tonight – Submit as part of a word document Learn IT #5 is due in two weeks (4/13)

Learn IT Assignment #5 : Digital Identity Management (part 2) Analyze the data collected by Google Analytics Report on key metrics Explain what you would do to influence traffic to your site Due in week 13

Where are We?

What in all get out is CRM? RQ

Just a System? CRM Procedures ProcessesStrategy

Obligatory Propaganda Slide A CRM is a mix of strategic processes and procedures – Relates to both how data is collected and how it is analyzed CRM software is a tool – provide the structure necessary to connect to customer “touch points” – Aids in discovering more about business trends and enabling teams Key Takeaways – No matter what industry you might be in, CRM functionality is a necessary tool for success in today’s environment. – Customers access companies through many channels it is important to have a full profile of the customer for many reasons

? What kind of information is tracked in a CRM? How do companies use this data?

Benefits of a CRM Who are our customers? Different Types of customers? Sales Patterns Changes in customer behavior that are exploitable!

Evolution of CRM Customer Relationship Management – Early Goal: help businesses build and maintain relationships with new and existing customers – New Goal: manage sales, marketing, point-of-sale (POS), accounting, vendor and other types of operational data, all in one easily accessible solution

Evolution of CRM

A New Sales World – What do we sell

A New Sales World – To whom do we sell

A New Sales World – Who is selling

Remember though CRM systems aren’t just about managing the acquisition and divorce of customers They also include managing the ongoing relationship when things are good and bad

CRM & DATA PLANNING In-Class Activity…

? So why can’t I just use my ERP to do this?

By the numbers… Forecasts from Gartner anticipate that the customer relationship management market will be worth $36.4 billion worldwide by CRM offers an average return of $5.60 for every $1 spent Productivity increased by 15% when they had mobile access to CRM applications. 30% of marketers say having disparate data sources is a main reason why they can’t glean useful insights from customer data

Why is this better than….

This?

CRM: TRACKING CUSTOMER AND SERVICE INFORMATION At Home Activity…

Recap Today we talked about CRM Non trivial part of the organization How CRM systems help manage the customer base – Identifying who we are selling to – What we are selling – And when we are selling it