Topic 5:

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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.

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

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

OPERATIONAL CRM
ANALYTICAL CRM
COLLABORATIVE CRM

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

Physic al
Phone
Media
Wiki
Blog
Custome r Touch
Points
Email
Snail Mail
Web
Personal
Fax
Source: Elijah Ezendu, CRM

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Sales Force Automation
Customer Service and Support
Enterprise Marketing Automation

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

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Sales Administration
Sales Forecasting
Lead Management
Account Management
Performance Management
Tracking Customer Preferences
Tracking Customer Demographics
Contact Management
Quote Management

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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-toface interaction at a remote location in the field.

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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, eventbased marketing, cluster customer segmentation, individual customer segmentation, thereby increasing marketing efficiency.

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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.

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

Customer
Acquisition
•Cross-Selling
•Up-Selling
Customer
Retention
•Retain current customers
Customer
Information
•Offer key information to customers effectively

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

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

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

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