| |
 |
|
 |
Claudia Imhoff, President and Founder of Intelligent Solutions, Inc., a leading provider of business intelligence and Customer Relationship Management (CRM) consulting, education and seminars, reveals the differences between operational and analytical CRM. The program looks at the principles of CRM and its critical success factors. Imhoff discusses how operational and analytical CRM are used in support of an overall CRM initiative. She describes each component in the architecture and provides examples of their usage. Imhoff also presents an example of the CRM process, demonstrating how these various components come into play. The five principles of CRM, according to Imhoff, are: (1) Customer knowledge is the lifeblood of business; (2) We recognize the differential value of our customers and invest accordingly; (3) We strive for a 360-degree view of our customers; (4) Our strategic conversation is guided by new technology; and (5) We have a plan, and we're poised to deliver. In her discussion of these principles, Imhoff details how operational and analytical CRM are used in support of an overall CRM initiative. She describes each component in the architecture and provides examples of usage. Imhoff also presents an example of the CRM process, demonstrating how these various components come into play. The program concludes with four critical success factors to ensure a successful CRM project: forging a business partnership between the business community and IT, establishing well-defined and appropriate business requirements, recognizing that change is inevitable, and establishing a dependable supporting architecture.
After watching this program, you will:
~ Know the five principles of CRM and its critical success factors;
~ Understand the differences between operational and analytical CRM; and
~ Understand how a technical architecture called the corporate information factory supports the components of CRM.
PROGRAM TOPICS:
TRACK DESCRIPTION
INTRODUCTION
Program Value Statement
AGENDA
THE FIVE PRINCIPLES OF CRM
Define CRM
The First Principle in CRM: Customer Knowledge Is the Lifeblood
Customer Knowledge: Who Are Customers?
Customer Knowledge: Customer Tiers
Customer Knowledge: Relationship to Your Organization
Customer Knowledge: Relationship to Your Organization – Influence Value
Customer Knowledge: The Customer Life Cycle
Customer Knowledge Case Study: Dell Computer's Use of Customer Knowledge
The Second Principle in CRM: React to Differences in Customer Value
Customer Value: Who Are Our Best Customers?
Customer Value: BI and the Corporate Information Factory
Customer Value: Business Intelligence Stages – Data Acquisition
Customer Value: Business Intelligence Stages – Analysis
Customer Value: BI Throughout the Customer Life Cycle
Customer Value: BI and Determining the Value of Customers
The Third Principle in CRM: Seek a 360-Degree View of Customers
Broad Perspective on Customers: Business Operations Generate Information
Broad Perspective on Customers: Integrating Current Information
Customer Perspective Case Study: Continental Airlines' Operational Data Store
The Fourth Principle in CRM: New Technologies Should Guide Strategies
New Technologies and CRM Strategy: Operational and Strategic Components
New Technologies and CRM Strategy: Federal Express' Web-Based Support
The Fifth Principle in CRM: Deliver on Your Plan
Delivering on Your CRM Plan: Pitfalls of Not Planning – Customer Information
Delivering on Your CRM Plan: Advantages of Planning - View of the Customer
Delivering on Your CRM Plan: Organizational Elements
A Review of the Five CRM Principles
FOUR CRITICAL SUCCESS FACTORS TO ENSURE SUCCESS WITH CRM
Critical Success Factor 1 for CRM: Strong Partnerships
Critical Success Factor 2 for CRM: Define Your Business Problems Carefully
Critical Success Factor 3 for CRM: The Organization Must Change
Critical Success Factor 4 for CRM: Create a Sensible Architecture
CONCLUSION
FOR ADDITIONAL INFORMATION
AVAILABLE ON:
Videotape, CD-ROM, Internet, Intranet
Presenter:
Claudia Imhoff
View Bio
|
Email the Expert
|
|
- high
- medium
- low
