전사적 CRM 구현을 위한 전략적 접근방법

목차

1.CRM Overview

2.CRM Key Areas

3.구현 성공 요소

4.CRM 전략 수립 방법

5.Out of Box Functionality

6.기대효과

본문내용

CRM is a company-wide approach to customer interaction that uses customer data and information technology to take targeted actions across the business system that increase the value as well as the number of profitable business relationships with your customers
set of initiatives across the customer lifecycle Focused on developing profitable relationships
Comprehensive
Supported by IT systems - data warehouse, data mining and e-Business
CRM Strategy: Organizations expect to change their customer strategy
Customer Retention: Companies will shift from attracting new customers to retaining profitable ones
Customer Lifetime: Companies plan to grow the percentage of long-time or lifetime customers
Differentiation: Firms will provide some sort of differentiated treatment and “fire” unprofitable customers
Value: Companies are beginning to recognize that not all customers bring the same value
Processes: Organizations will create or change their customer relationship processes
Organize: Intend to be organized around customer type versus traditional functions
Digital: Firms plan to use the internet, electronic commerce and related technologies to improve customer understanding and transform relationships
Customer Data: Data warehouses will consolidate information on individual customers

키워드

CRM,   구현성공,   기대효과