ADMS 2511 Lecture Notes - Lecture 11: Software As A Service, Utility Computing, Vertical Integration

• School: York University
• Department: Administrative Studies
• Course: ADMS 2511
• Professor: Carl Lapp

Document Summary

10. 1 discuss: the nature of crm, operational crm, analytical crm, mobile crm, on-demand crm, and open- source crm. 11. 1, p. 302: process begins with marketing efforts that targets population of potential customers; certain number of these customers become repeat, org segments repeat customers into low-value and high-value. Orgs overall goal is to maximize the lifetime value of a customer- customer"s potential revenue stream over a number of years. Crm policies : customer touch points (fig. 11. 2, p. 303: traditional - telephone contact;direct mailing; physical interaction in store, additional -e-mail;websites; smart phones, data consolidation- 360-degree view of the customer. Operational crm: (sales, marketing and service) -e-crm tools: search and comparison capabilities, customized products and services, personalized web pages, faq, e-mail, loyalty programs-air miles cards, points cards, company credit cards. Identify the most profitable customers and provide them the services they need.