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Customer Relationship Management Systems
Nicole Burch Kenneth Glindmyer
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CRM’s Mission Customer-centric business strategy with the goal of maximizing profitability, revenue, & customer satisfaction.
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CRM’s Goals To connect different players within an organization.
To coordinate their efforts in creating an overall valuable series of experiences, products, & services for the customer.
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Objectives Capturing, storing, & analyzing customer, vendor, partner, & internal process information. Integrate technology as part of an overall customer-centric strategy.
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Support Sales Marketing & Customer Service Training
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Support Professional Development Performance Management
Human Resource Development & Compensation
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Players Within a CRM Customer Facing Operations
Internal Collaborative Functional Operations External Collaboration Functions
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Players Within a CRM Customer Advocates & Experience Designers
Performance Managers & Marketing Analysts Customer & Employee Surveyors & Analysts
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Input Database with: Customer’s interactions with the organization
Support information Requests Complaints Interviews Survey responses
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Building Blocks Customer intelligence Business modeling
Learning & competency
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Building Blocks Analytics & quality monitoring
Collaboration & social networks Can be implemented over time separately, eventually need to be coordinated.
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Failure Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.
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Types of CRM’s Operational- Provides support to “front office.”
Analytical- Analyzes customer data. Collaborative- Coordinate multi-channel service & support.
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Oracle Siebel Comprehensive CRM capabilities
Tailored industry solutions Role-based customer intelligence and pre-built integration
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Virgin Mobile USA, LLC Using Oracle’s Siebel applications, Siebel Communications. Critical part of its IT infrastructure. Intelligence call center is approaching world-class standards in customer service.
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Virgin Mobile USA, LLC CRM Provides: Easy self service over the Web.
Allows customers to speak with knowledgeable customer service representatives.
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Virgin Mobile USA, LLC CRM Provides:
Ability to share data across channels. Complete transactions in real time.
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How it Works Customers can “top up” their accounts instantaneously.
Process: End of the Month OR Low Balance Threshold Charges the customer’s credit card Updates the balance Sends a confirmation text message
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Oracle Siebel Link:
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