ADM 2372 Chapter Notes - Chapter 9: Customer Relationship Management, Sales Force Management System, Sales Process Engineering

• School: University of Ottawa
• Department: Administration
• Course: ADM 2372
• Professor: Nour El- Kadri

Document Summary

Chapter 9: customer relationship management opening case: social crm: is the use of social media techniques and technolgoes that enable organizations to engage with their customers ex:twitter. To inform: new marketing channel to communicate with users and get information spread widely and quickly. To listen and engage: when people get mad via online. To link and upsell: detect selling opportunities. 9. 1: crm fundamentals: customer relationship management (crm): involves managing all aspects of a (cid:272)usto(cid:373)er"s relatio(cid:374)ship (cid:449)ith a(cid:374) organization to increase customer loyalty and retention a(cid:374)d a(cid:374) orga(cid:374)izatio(cid:374)"s profita(cid:271)ility. Must switch from sale-focused to customer-focused strategies. Crm pro(cid:448)ides i(cid:374)sight i(cid:374)to ea(cid:272)h (cid:272)usto(cid:373)er"s shoppi(cid:374)g a(cid:374)d (cid:271)uyi(cid:374)g behaviours. Allows an organization to treat each customer individually tailoring offers to each individual specifically thereby increasing spending. 4 fundamentals of crm: crm as a business strategy, business benefits of crm, the evolution of crm, operational and analytical crm.