ADM 2372 Lecture Notes - Sales Force Management System, Sales Process Engineering, Opportunity Management

• School: University of Ottawa
• Department: Administration
• Course: ADM 2372
• Professor: Mirou Jaana

Document Summary

It is about managing all aspects of a customer"s relationship with an organization. What is the goal behind it: increase customer loyalty, retain customers, increase profitability. Microsoft crm 3. 0 - lemonade stand (youtube video) Benefits associated with crm include: provide better customer service, increase customer revenues, make call centers more efficient, cross-sell products more effectively, help sales staff close deals faster, simplify marketing and sales processes, discover new customers. Three phases in the evolution of crm include reporting, analyzing, and predicting: reporting asking what happened (customer identification, analyzing asking why it happened (customer segmentation, predicting asking what will happen (customer prediction) You need the data captured in transaction system, in order to analyze the data and make decisions, so you absolutely need both. Single view of the customer: the crm system is the integrator, gathering all of the customer information from the many different systems to obtain a single view of the customer.