Topic 4:

 As with any disruptive innovation, separating the reality from the mythical can be a challenge for any prospective customer trying to accurately evaluate choices and make an informed decision.

 If the internet is down then the operation is down  Hosted solutions are only for small or midsize companies  Hosted solutions have only basic functionality

 Hosted solutions can’t be customized  Hosted solutions do not require management  Hosted solutions are only available for Front office or CRM application

OPERATIONAL CRM ANALYTICAL CRM COLLABORATIVE CRM

 Operational customer relationship management facilitates and streamlines communication with customers, and connects to customer touch points.

Custome r Touch Points Media Physic al PhoneWikiBlog Snail Mail Web Personal Fax Source: Elijah Ezendu, CRM

 Sales Force Automation  Customer Service and Support  Enterprise Marketing Automation

 This involves the whole sales process which comprise lead generation, lead qualification, needs identification, specifications development, development of proposal, handling objections, and closing sale.

 Sales Administration  Sales Forecasting  Lead Management  Account Management  Performance Management  Tracking Customer Preferences  Contact Management

 This involves automation and coordination of all the service operations and customer support processes which include service requests, product returns, customer complaints, and enquiries. These services and support can be provided through contact center, call center, web portal, or face-to- face interaction at a remote location in the field.

 This involves application of technology to marketing processes for provision of information pertaining to industry trends, macro-environmental factors and competitors. This facilitates appropriate engagement and control of campaign management, event- based marketing, cluster customer segmentation, individual customer segmentation, thereby increasing marketing efficiency.

 Analytical customer relationship management focus on blending the customer data collected in Operational CRM with data from external sources in order to ascertain key customer identities and directions required for boosting organisational and customer values.

 Financial Forecasting  Programme Evaluation  Price Optimization  Customer Satisfaction Evaluation  Customer Satisfaction Growth  Product Development  Fraud Detection  Risk Management  Contact Optimization  Sales Coverage Optimization

Practice Strategy Customer Data New Strategy Operation al CRM Process Data Analytical CRM Source: Siddiqi, Akhgar & Wise, Framework for Implementation of CRM Strategy in Retail Sector Customer Touch Points Back Office

 Collaborative customer relationship management focus on exploiting interaction with customers through customer touch points for enhancing customer self service.

Online services for enhancement of convenience and cost reduction Effective communication through many channels including automated phone, and internet. profiling customer information during customer interaction Example: Web Page Personalization

 Collaborative customer relationship management uses the output of Analytical customer relationship management to enhance the participatory strength of customers.