week 11

Week 11: almost on the home stretch!!!!

1) What did Monster.com want to use CRM for?

They wanted to use a package to provide their sales force with instant information on prospective buyers.

2) What were some of the issues and problems caused in the first 12 months and how were they resolved.

PROBLEM: The system was slow and sales people couldn’t access the database for one year.

RESOULTION: lots of money and management time was invested into the system .

The article states that 'Simply put, CRM software is designed to help companies keep track of their customers and boost revenues by increasing customer loyalty'

3) Do some research yourself. Who were the major CRM vendors in 2002 (from the article) and are there any new players now? See the video in the powerpoint presentation as well.

MAJOR VENDORS: Fortune and a telecommunications company

4) What is the main reason CIO's (Chief Information Officer) run into trouble with the introduction of CRM systems? What is the best way to achieve a successful introduction?

The main reason is that employees don’t have the skills and training to be able to use the system properly. They are implemented to quickly and employees actually don’t want to have to use them

5) Find three additional references on CRM and write several paragraphs to demonstrate your understanding of the key elements of CRM.

What is CRM – custom relationship managament.

What is E-CRM

Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet. It also evaluate the potential of the Internet to support one-to-one marketing and the range of techniques and systems available to support dialogue with the customer over the Internet.

CRM Applications

1 Sales force automation

2 Customer service management

3 Managing the sales process

4 Campaign management

5Analysis

Examples of CRM data

• Personal and profile data

– Contact details

– Preferences

• Transaction data

– Sales history

• Communications data

– Campaign history

– Research / Feedback / Support queries

– Contact reports (B2B)

CRM incorporates permission marketing. Therefore, no spam, requires opt-in and opt-out.

Some companies who do good CRM are:

· Blackberry