1. 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

2. 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

3. 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

4. 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

5. 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.

6. CRM: WEEK 3 (1/23 – 1/27) Wednesday (1/25) Objectives: Identifying Customer – BTC & BTB Necessary Data Customer Profitability Life Time Value – Calculation & Use

7. 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