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tài liệu đọc Quản lý quan hệ khách hàng hay CRM là một phương pháp giúp các doanh nghiệp tiếp cận và giao tiếp với khách hàng một cách có hệ thống và hiệu quả, quản lý các thông tin của khách hàng như thông tin về tài khoản, nhu cầu, liên lạc và các vấn đề khác nhằm phục vụ khách hàng tốt hơn
Customer Relationship-CRM Lecturer: Chương Chapter 1: Introduction CRM (software)- all aspects of company interaction with customers including prospecting (tim KH), sales and service provide insight and improve the company/customer relationship CRM is a biz strategy → maximizes profitability, revenue and cuz satisfaction → fostering behavior that satisfies cuz → implementing customer-centric processes Four types of CRM type of CRM Dominant characteristics Strategic tập trung vào khách hàng chiến lược (core customer-centric) Operational automation of customer-facing processes such as selling, marketing, and customer service Analytical intelligent mining of customer-related data for strategic or tactical purposes → có cảm tình hay ác cảm để thay đổi chương trình quảng bá Collaborative nội có phịng ban khơng hợp tác với để giành nguồn tài nguyên Customer centricity and other business logics 1_Product-oriented (nhóm DN quan tâm đến sản phẩm): Biz believe that customers choose product with the best quality, performance, design or features 2_Production-oriented: Biz believe that customers choose low-price products 3_Sales-oriented: Cuz will be persuaded to buy by advertising, selling, public relations and sales promotion Customer Relationship-CRM 4_A customer or market-oriented: It uses cuz and competitive in4 to develop better value propositions for cuz It constantly adapts to customers requirements and competitive conditions putting customer first OPERATIONAL CRM Marketing automation Market segmentation Campaign management Event-based (trigger) marketing Sales force automation account management , lead management , opportunity management, pipeline management, contact management, quotation and proposal generation, and product configuration Service automation case (incident or issue) management inbound communication management queuing and routing service level management SOURCES OF CUSTOMER-RELATED DATA FOR ANALYTICAL CRM INTERNAL SOURCES sales data (purchase history) financial data (payment history, credit score) marketing data (campaign response, loyalty scheme data) service data EXTERNAL SOURCES Geo-demographic and life-style data from business intelligence organisations BENEFICIALRIES OF ANALYTICAL CRM Customer Relationship-CRM CUSTOMER analytical CRM can deliver timely, customized, solutions for cus’s problems enhancing satisfaction ⇒ COMPANY offers the prospect of more powerful cross-selling and up-selling Cross-selling (Bán kèm) involves selling related, supplementary products or services based on the customer's interest in, or purchase of, one of your company's product Up-selling IDIC model of CRM Identify who your customer are and build a deep understanding of them Differentiate your customers to identify which customers have most value now and which offer most for future ⇒ Interact understand customer expectation and their relationship with other suppliers or brands ⇒ Customize offer and communications to ensure that the expectation of customers are met MISUNDERSTANDING ABOUT CRM database marketing, marketing process, an IT issue, loyalty scheme, it can be conducted by any company MODEL OF CRM Customer Relationship-CRM THE CRM value chain the QCi Gartner’s competency model of CRM CHỊ NGÂN Payne’s 5-process model of CRM https://www.studocu.com/vn/document/truong-dai-hoc-kinh-te-thanh-phoho-chi-minh/customer-management/bai-thi-crm-mhp402stt27/55430053/download/bai-thi-crm-mhp402-stt27.pdf VINAMILK GRAB https://www.studocu.com/vn/document/truong-dai-hoc-kinh-te-dai-hoc-danang/marketing-can-ban/group-15-47k17-bai-bao-cao-cuoi-ky/46118299 https://www.studocu.com/vn/document/truong-dai-hoc-kinh-te-thanh-phoho-chi-minh/customer-management/chien-luoc-crm-de-xuat-cho-mangdich-vu-goi-xe-cua-grab/26489917 Customer Relationship-CRM Customer Relationship-CRM