Information Technology enabled CRM Technologies Information Technology enabled CRM A Comprehensive CRM Architecture The Data Warehouse Contact systems, Operational Systems, Analytical systems Analysis and Profiling, Campaign Planning and Management, Customer Interaction, The Data Warehouse Customer segmentation, matching products to customer Profiles, demographics/ psychographics Data Marts Derived from the data warehouse and tailored to support specific analytical requirement of a given business unit or function One: Each data mart is meant for solving a business problem Two: data marts will always be smaller than the data warehouses Three: The operational cost of data marts is high and it is advisable not to go for a data mart unless it is warranted and essential.
Data Mining Data Mining refers to the overall process of discovering potentially useful Data warehouse of the company Define the Business situation problem and the goal to fulfill Resource finding :Data either online of offline from the source like ERP, SCM, Production, Sales, Marketing, Web etc Information Retrieval (IR) :data selection, modeling and filtering Knowledge Discovery patterns : spider the web efficiently for a specific issue Validation/Interpretation of the minded patterns Improved Prospecting, Better market segmentation, Increased Customer Loyalty, More successful cross selling and Up selling, Risk-management
OLAP ( On-line Analytical Processing ) OLAP systems permit user interaction through graphic or web interface and can provide the information sought by the user online, in a number of formats including graphics Relational Online Analytical Processing (ROLAP) where the data is stored in the relational tables and data is retrieved from data warehouse Multi Dimensional Online Analytical Processing (MOLAP) it organizes the data in the form of multidimensional tables
Sales Force Automation Module Lead/account management Contact management Quote management Marketing encyclopedia Forecasting Win/loss analysis Sales administration The following components of the sales process that organizations must analyses and re-engineer as part of every Sales force automation initiative: Lead generation and tracking, Field sales, Call center telephone sales, Third-party brokers, Distributors or agents, Retail E-commerce, Order management, Order fulfillment, Integration of marketing and customer service functions.
Customer Support and Service Module Field service and dispatch technicians Internet based service self-service via a Web site Call centers
Sales Reporting and Analysis Module Sales territories Sales representatives Products/volumes Revenues Competitor activity Dealer/wholesale dynamics Misc Information
Service and Support Performance Reporting and Analysis Module Service Analysis Complaint Inventory Service Inventory Service Rep’s/skill/knowledge Customer feedback
Marketing Reporting and Analysis Automation Module Marketing activity analysis Reach of the advertisement message how many have responded Leads generated Conversions Revenues ROI :Rupee spent on promo vs Revenues