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SMG IS 223 (33)
Lecture 9

SMG IS 223 Lecture 9: Notes - CRM

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Boston University
Information Systems
SMG IS 223
Stephanie Watts

Customer Relationship Management (CRM) Customer Relationship Management o Process that allows companies to find out and retain information about their customers o CRM is about creating sustainable connections between an organization and its customers Recording every customer and company interaction Sophisticated database measurement tools to demonstrate consumer preferences o Collecting data for a blatant purpose: shrink cost and increase employee productivity o Focus on servicing existing customers (retention) rather than recruiting new ones o Any time you collect customer information, you take responsibility for your customers privacy and the security of their data Architecture of a CRM System o Operational CRM Execution of CRM Sales Force Automation (SFA) Supports daytoday sales force activities Automates paperwork functions, reduces errors, ensured leads are followed up Customer Service and Support (CSS) Automates service requests, complaints, product returns and information requests Customer interaction centers (CIC) support multiple communication channels o Evolved from help desks and call centers o Phone automatic call distribution systems, virtual hold technologies o Web selfservice technologies o Facebook, Industry blogs o Facetoface Enterprise Marketing Management (EMM) Improves management of promotional campaigns across media Helps ensure the right message reaches the right people at the right time Capable of tracking and analyzing campaign effectiveness
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