1. Customer Relationship Management A Databased Approach V. Kumar Werner J. Reinartz Instructor’s Presentation Slides

2. Chapter Three Strategic CRM

5. Strategic CRM

7. Components of CRM Strategy 4) CRM Strategy Implementation 2) Integration and alignment of organizational processes 1) Customer-Management Orientation 3) Information capture and alignment of technology

15. CRM Implementation Matrix Analytical CRM Operational CRM Management Dimension Decline and exit stage Growth and retention stage Acquisition stage Customer dimension Each cell in the matrix corresponds to a specific implementation activity or process Customer dimension: captures influence of changing phase of a customer-firm relationship Management dimension: constitutes analytical and operational aspects of CRM

19. Steps in Developing a CRM Strategy Gain enterprise-wide commitment Build a CRM project team Analysis of business requirements Define the CRM strategy

24. Step Four: Define the CRM Strategy a . Value Proposition b. Business case A Defined CRM Strategy ----- ----------> c. Customer strategy d. Enterprise transformation plan e. Other stakeholders

29. Key Stakeholders of Strategic CRM Customers Employees Partners Owners Suppliers Preferred Value Propositions Management Practice of Strategic CRM

31. Strategic CRM Framework Environment Customers Employees Management Products Competitors Partners Suppliers Practice of Strategic CRM