3.2 Customer Relationship Management (CRM)

B. Customer Relationship Management (CRM):
1. CRM and the lifetime customer
a. lower total marketing costs
b. customer satisfaction
c. revenue and profit opportunities
3. Understanding market requirements
a. identify the customer’s perspectives and needs
b. understand customer segmentation
4. Components of a CRM strategy
a. customer care as a product
b. pricing management
c. placement
d. promotion
5. CRM strategies and the product life cycle
a. development stage
b. introduction stage
c. growth stage
d. maturity stage
e. decline stage
6. Developing CRM strategies for specific customer types
a. prospective customers
b. vulnerable customers
c. save or win-back customers
d. loyal customers
7. Developing CRM strategies for specific customer segments
a. benefits of segmentation
b. segmentation by customer value
c. segmentation by customer needs
8. Role of information in CRM
a. sources of customer information
b. voice of the customer (VOC)
c. strategic use of customer information
9. Using technology to improve CRM
a. how information is managed and stored
b. benefits of using a customer data warehouse
c. CRM technologies
d. sales force automation (SFA)
e. keys to successful CRM implementation
10. Measuring CRM performance
a. order processing
b. on-time delivery
c. responses to inquiries
d. product quality
11. Outsourcing CRM
a. performance objectives
b. periodic measurement
c. responsibility
d. knowledge sharing
e. exit strategy


Jim Rohn Sứ mệnh khởi nghiệp