CRM definitions

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Costumer Relationship Management Digital Economy Team members: Lana Sarajlić Eldar Manđuka Arnela Mustafić

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Identify Contact Meet Propose Make Sale Propose

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VISULIZE ACTIVITIES WITH TIMELINES! Technology-based costumer solutions Philosophically-related CRM is not just a software 2014 2012 2003 2013 2010 1990s 1980s Complex problem of defininig BEFORE No definition FUTURE

CRM - approaches : 

Strategy CRM - approaches 10 possible definitional features Includes technology Involves people Information Process Transformation mechanism

CRM - approaches : 

Increase the company’s business value CRM - approaches 10 possible definitional features Know customers partnership between the company and customers relationship between the company and customers Matches product enterprise the customer

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Strategy Includes technology Involves people Information Process Transformation mechanism Sysoptima (2005): “CRM is a business system that consists of enterprise goals, business strategies, business processes and enterprise information systems.” Abdullateef, Mokhtar, & Yusoff, (2010): “Organization’s ability to efficiently integrate people, process, and technology in maximizing positive relationships with both current and potential customers.” relationship between the company and customers

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Increase the company’s business value Know customers partnership between the company and customers relationship between the company and customers Matches product enterprise the customer Tiwana (2001) “From different perspectives, the enterprise understands and segments customers in order to develop a kind of combination model of enterprise procedure and information technology suitable for customized Product / Service which aims to manage the relationship with old customers and allows them to reach the highest level of loyalty, continuity rate and benefit contribution and efficiently selects and attracts new customers.” Salestrack (2005) “building partnerships with your clients/customers, which involves technology, personal marketing techniques, strategic planning, and internal business processes from customer service, sales and marketing to build a relationship that adds to revenue margins and productivity.” Parvatiyar & Sheth (2001), Christopher, Payne, & Ballantyne (2006) “a strategic approach to improving shareholder value through the development of appropriate relationships with key customers and customer segments.” “Customer relationship management is the art of having a proper and sophisticated bond with customers and retains the long-lasting continuous relationship with them in a way that both parties can give mutual value to each other.”

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Business process Business strategy Business philosophy Business capability that creates relationships with customers and other marketplace entities invests in valuable customers Technology-based system customer-focus understand the customers enough anticipate their future needs for integrating sales, marketing, and services to build partnerships between the firm and its customers

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direct mail a loyalty a card shame e-commerce solution a call center undertaking data mining populating a data warehouse dynamic process customer-company relationship mutually beneficial commercial exchanges NO unprofitable managing

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1 2 3 Philosophy Strategy conception leaders shape the design of the relationship with our clients Director of quality assurance of a telecoms operator Senior director CRM provides you with a complete view of the customer

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software system with a primary goal to enhance internal business processes and facilitate the collaboration between the organization, its suppliers, and its partners main objective retain current customers through increasing their loyalty and to select new customers that provide higher profitability

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CRM core customer-centric strategy that aims at winning and keeping profitable customers aim to efficiency and productivity, to automation of the customer-facing processes such as selling, marketing and customer service stands for better reasoning of customers’ behaviors and needs. Focus: the intelligent mining of costumer-related data applies technology across organizational boundaries with a view to optimizing company, partner and costumer value. Includes: customer communication channels and networks

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Kotier (2006) CRM refers to managing customer data base which includes detailed information about clients and - managing contact points with clients in order to achieve customer loyalty. Peppers & Rogers (1993) - a philosophy that puts customers in the heart of developing firm's products and allocating its resources toward delivering zero-error services to increase customer satisfaction and loyalty Broad approaches encompass CRM’s use in running the back office of the organization and driving the supply chain as well as dealing with customers.

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Holistic approach customer-oriented strategy marketing tactics and initiatives technological supplies for the purpose of increasing shareholder value

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