Excel at CRM

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Campaign Management System

Functionalities

• Opportunity identification
• Relationship planning
• Campaign management
• Customer interaction
• Measure & Evaluate

Opportunity Identification

• Within Opportunity Identification, an analysis is performed to determine who should be approached at a certain time with a certain marketing communication message.

Relationship Planning

• The Relationship Planning functionality demonstrates many similarities with opportunity identification

Contact Opportunities

• Contact opportunities are now also placed within the context of relationship planning

Campaign Management

• includes selection of contacts
• development and implementation of campaign

Customer Interaction

• The goal of the Customer Interaction functionality is to initiate and support the contacts which follow the communication message.

Measuring and Evluating

• what are the effects of the campaign and do they satisfy the goal?

Types of Campaign

• Single shot
• Wave
• Triggered
• Longitudinal

Considerations in Selecting a CMS

• functionality
• user friendliness
• market position of supplier

Content Management System

• useful for companies with a great deal of content
• investment in data structures

Differences between CRM and CMS

• CRM deals with events, requests, contacts, leads, opportunities, etc
• CMS facilitates the management of data for efficient tracking and manipulation

Implementation

• Many CRM projects fail
• Need to uncover CRM as a strategy and a system
• Growth plan needs to be developed

Suppliers

• integrated ERP applications
• CRM suites
• CRM frameworks
• Best of breeds
• Building on applications

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Reasons for Failure of CRM Systems

• Lack of a business case with clear objectives
• The organisation was not ready for CRM
• Poor data quality led to a failure to customise the dialogue
• The scope of project was too broad
• Resistance from IT departments
• Others

The CRM Vision

• start at the beginning
• allow phased expansions
• then embed it in the organisation

The CRM Project Management

• Specific
• Measurable
• Actionable
• Realistic
• Timely

Summary

• CRM systems and technology
• Campaign management system
• Content management system
• Implementation of CRM systems

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