ADM 2372 Chapter Notes - Chapter 9: Upselling, Sales Process Engineering, Salesforce.Com

• School: University of Ottawa
• Department: Administration
• Course: ADM 2372
• Professor: Jasmin Manseau

Document Summary

Crm as a business strategy: crm overview, customer interact with the organization in several ways, the challenge is to capture and make sense of it all. Mis: organizations that understand the needs of individual customers are best position to achieve sustainable competitive advantage, benefits of a crm system. Ability of sales staff to close deals faster. Ability to discover new customers: organizations ask and track the following customer metrics to determine their most valuable customer, rfm spells customer value. : today sophisticated algorithms are used to extract patterns of behaviour that indicate loyalty and profitability. : ranking customers (best to worst: profiling, determining attributes of each customer segment, predicting, applying profiles to potential business opportunities, selecting customers with highest probability of profitability & retention. Operational and analytical crm: components of an enterprise crm, operational crm. : supports traditional day-to-day front office operations & systems that deal with customers: analytical crm.