BUSI 3040U Chapter Notes - Chapter 11: Sales Force Management System, Customer Relationship Management, Personalized Marketing
Document Summary
Custo(cid:373)e(cid:396) relatio(cid:374)ship ma(cid:374)age(cid:373)e(cid:374)t customer-focused and customer-driven organizational strategy that concentrates on add(cid:396)essi(cid:374)g (cid:272)usto(cid:373)e(cid:396)s" (cid:396)e(cid:395)ui(cid:396)e(cid:373)e(cid:374)ts fo(cid:396) p(cid:396)odu(cid:272)ts a(cid:374)d se(cid:396)(cid:448)i(cid:272)es, a(cid:374)d the(cid:374) p(cid:396)o(cid:448)idi(cid:374)g high-quality, responsive service. Custo(cid:373)e(cid:396) tou(cid:272)h poi(cid:374)ts any interaction between a customer and an organization. Data consolidation: colla(cid:271)o(cid:396)ati(cid:448)e crm s(cid:455)ste(cid:373)s crm system where communications between the organization and its customers are integrated across all aspects of marketing, sales, and customer support processes. Ope(cid:396)atio(cid:374)al crm s(cid:455)ste(cid:373)s component of crm that supports the front-office business processes that directly interact with customers. Improve sales and account management by optimizing the information shared by multiple employees and by streamlining existing processes from individualized relationships with customers, with the aim of improving customer satisfaction and maximizing profits. Identify the most profitable customers, and provide them the highest level of service: provide employees with the information and processes necessary to know their customer. Understand and identify customer needs, and effectively build relationships among the company, its customer base, and its distribution partners.
