ACCG250 Study Guide - Final Guide: Sales Force Management System, Lead Generation, Customer Service

• School: Macquarie University
• Department: Accounting and Corporate Governance
• Course: ACCG250
• Professor: Mauricio Marrone

Document Summary

Organisations must recognise the various interactions they have with their customers. Traditional customer touch points telephone contact, direct mailings, actual physical interactions. Organisational crm has created new touch points email, websites, communication via smartphones. Data consolidation and 360 degree view of the customer enabler the organisation"s functional areas to readily share information about customers. Integrate communications between the organisation and its customer in all aspects of marketing, sales and customer support. Organisation"s crm system consists of operational crm and analytical crm. Customer facing applications (direct contact with the customer) v customer service and support systems that automate service requests, complaints, product returns and requests for information. Contact management system (list of all contacts with customers) Sales lead tracking system (list of potential customers) Product knowledge system e. g. selling phones - this will store whatever the customer knows about the phone.