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  • Customer Relationship Management (CRM)

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    LucyChan
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    marketing

    Original Title

    Topic 10 Slides and Notes

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    marketing

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    152 views13 pages

    Customer Relationship Management (CRM)

    Uploaded by

    LucyChan
    marketing

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 13

    BBMR4103 Relationship Marketing

    Customer Relationship
    Management
    (CRM)

    (Topic 10)
    Pn. Zulina Binti Ruslan

    Copyright © Open University Malaysia (OUM) 1 -18


    Learning Outcomes
    By the end of this lecture, you should be able to:

    • Define Customer Relationship Marketing (CRM);


    • Discuss the myths of CRM;
    • Explain the role of CRM in customer profiling and
    customisation; and
    • Discuss the factors to be considered for a successful
    implementation of CRM strategy.

    Copyright © Open University Malaysia (OUM) 2 -18


    Definitions of Customer Relationship
    Management (CRM)
    Source Definition
    Brown(2000) CRM is the process of acquiring and
    growing profitable customers. It
    requires a clear focus on the service
    attributes that represent value to the
    customer and that create loyalty.
    Payne (2001) CRM is a management approach that
    seeks to create, develop and enhance
    relationships with carefully targeted
    customers.
    Buttle (2004) CRM is the core business strategy that
    integrates internal processes and
    functions, and external networks, to
    create and deliver value to targeted
    customers at a profit.

    Copyright © Open University Malaysia (OUM) 3 -18


    Copyright © Open University Malaysia (OUM) 4 -18
    CRM

    Copyright © Open University Malaysia (OUM) 5 -18


    The Common Myths of the Approach
    to CRM
     CRM means management of the
    customers
     CRM software will solve all our problems
     CRM application will always pay for them
     All customers love to the new
    technologies
     Our organisation speaks to its customers
    with one voice.

    Copyright © Open University Malaysia (OUM) 6 -18


    Copyright © Open University Malaysia (OUM) 7 -18
    Copyright © Open University Malaysia (OUM) 8 -18
    Copyright © Open University Malaysia (OUM) 9 -18
    Copyright © Open University Malaysia (OUM) 10 -18
    CRM Tools

    Copyright © Open University Malaysia (OUM) 11 -18


    Customer Profiling in CRM

    Copyright © Open University Malaysia (OUM) 12 -18


    Copyright © Open University Malaysia (OUM) 13 -18

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