Customer Relationship Management - Buttle - Module 1

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 In this video we look at the definitions of CRM, characteristics of companies and  types of customer centricity and types of CRM. 

 In Video 2 of Chapter 1 we look at how CRM has changed over time from manual systems to SaaS systems of today.  Sources of data enhancements for CRM systems CRM constituencies Part 1 of Challenges for CRM systems in Particular industries 

 Continued Discussion of CRM uses across industries The beginning of CRM Models - IDIC 

• The completion of Chapter 1 
• The CRM Value Chain 
• Payne and Frow's Model of CRM 
• The Schema Model of Customer Management 

• Defining Relationships 
• Aston Martin Video 
• Elements of Relationships 
• Dwyer Schurr and Oh model of relationship change 

• Major Relationship attributes 
• Types of Trust 
• How Trust emerges 
• Definition of Commitment 

• Characteristics of Commitment 
• Evidence of Commitment 
• Attributes of High Quality Relationships 

 The Value of Customer Retention Benefits of Customer Retention 

The Customer Journey 

Customer Lifetime Value (CLV) defined Part 1 

 Video 5 continues to focus on Customer Lifetime value. We look at several examples of value models and talk about how companies can add profit by retaining customers. 

• Discussion of Cohort Value using discount rates 
• Core Strategies to improve Cohort Value Relationships between customer and suppliers 

• More on Relationships between customer and suppliers 
• Attributes of Customer Satisfaction 
• The Satisfaction Profit Chain 

• Loyalty 
• Dimensions of Customer Loyalty 
• RFM 
  • Recency
  • Frequency
  • Monetary Value
• Loyalty Squares

• Share of Market vs Share of Customer
•  NPS Net Promoter Score 
• Balanced Scorecard 
• What would I recommend to my friends
  

• The ACSI Model 
• Industry Studies 
• ROI on Customer Sat 
• Relationship Management Theory 

• Managing the Customer Lifecycle 
• Types of New Customers 
• Prospect Sources 
• Acquiring Customers 

• Prospecting 
• Prospect Sources 
• Engaging Customers
•  Advertising and Public Relations 

• Buzz and Word of Mouth 
• Merchandising 
• Social Media 
• Customer Acquisition Tools 
• KPIs 
• Operational CRM Tools 
• CRM Analytics 
• The Burberry Social Experience 

• 3 stages of the customer lifecycle 
• Goals of retention and development
•  Measuring Retention 

• Retention Issues 
• Customer Retention vs Value
•  Retention Why is retention important – economic value 
• Which customers to retain 
• Commitment and Retention 

• The carrot and the stick of retention 
• What is customer delight Managing Expectations and Performance 
• Customer delight and product quality Simple ways to delight 

• Customer perceived added value 
• Loyalty and added value 
• B2C customer clubs 
• Bonds 
• Customer Engagement 

• Values Context and Retention 
• KPIs for Customer retention 
• Churn and how to spot it  
• Developing Customers 
• Terminating Customers 

• Objectives of Customer Portfolio Management 
• CPM Disciplines of CPM 
• Intuitive vs Data based segmentation 

• Types of Competitors 
• Criteria for Segmenting Customers
•  ACORN segmentation example 
• Criteria for segmenting business markets 
• McKinsey/GE Customer Portfolio Matrix 

• Sales Forecasting Methods 
• ABC – Activity Based Costing 
• Customer Lifetime Value formula 

• Data Mining 
• The 80:20 Rule 
• Models for looking at customers 

• Customer Value Models 
• SWOT 
• BCG  - Boston Consulting Group Assessing Strategically Significant Customers 

• Value Definition 
• Sacrifices 
• Customers Reducing Risk 
• Total Cost of Ownership (TCO) 
• Value Models

• Customization 
• Mass Customization 

• Value through the Marketing Mix
•  Perspectives on the “product” 
• Competing 
• Product Based Value 
• Bundling Branding 

• Service Quality Perspectives and Models 
• Understanding customer expectations
•  Service guarantees and SLAs
•  Managing SLAs

• Service Quality Perspectives and Models 
• Understanding customer expectations
•  Service guarantees and SLAs 
• Managing SLAs

• Service Quality Perspectives and Models 
• Understanding customer expectations
• Service guarantees and SLAs 
• Managing SLAs

• Service recovery 
• Service recovery and justice seeking
•  Xerox’s 14 key processes 

• Complaint handling process 
• Why don’t unhappy customer complain? 

• Value from People 
• Physical evidence/communication 
• Web Portals 
• Value of Communication 

• Customer Experience (CX) Defined
•  Forrester on CX 
• The Experience Economy 
• Attributes of Services 
• Classifying customer experiences 

• Layered Model of Customer 
• Experience Four Forms of Customer Engagement 
• Customer Experience Concepts 
• The Forrester 4Is 

• Understanding the Customer
•  Experience Questions for Customer Engagement Managers 
• CRM and Customer Experience (CX) 

• CRM Software 
• Cloud and On-premise 
• CRM Architecture 

• Marketing Automation Definition 
• Benefits of Marketing Automation 
• Closed Loop Systems Software 
• Functionality 

• Campaign Management 
• Direct Mail Campaign Management 
• Email Campaign Management 
• Event Based Marketing 
• Trigger Marketing 

•  Marketing Optimization   
  • Scenario Testing 
• Telemarketing    
  • Functionality 
• Lead Management Online Marketing      
  • Functionality 

• Content Management 
• Keyword Marketing 
• Marketing Performance Management 
• Search Engine Optimization 
• Social Media Marketing 
• Gartner Technology Hype Cycle 

• Social Media Customer Management
•  Digital Analytics 
• Collecting Website Data 
• Website Data Measurements 

• Loyalty Management 
• Partner Management 

• Product Lifecycle Management 
• Asset Management 
• Document Management 
• Marketing Analytics 
• Data Mining 

• CRM Strategy 
• Sales Force Automation Definition 
• Key Technologies for SFA 
• SFA Vendors and Key Technologies 
• SFA Functionality 

• Account Management 
• Activity Management 
• Contact Management 
• Contract Management  
• Document Management 
• Incentive Management

• Lead Management 
• Opportunity Management 
• Order Management 
• Pipeline Management 
• Product encyclopedia 
• Product Configuration 
• Product Visualization 

• Proposal Generation 
• Quotation Management 
• Sales Forecasting 
• Sales Management Reporting 
• Territory Management 
• Workflow 

• Benefits of SFA 
• Motivations 
• Enhancing Performance 

• About Customer Service 
• Integrative Quality 
• Attributes of Excellent Customer
•  Service Service Automation Definition 
• Where is Service Automation Deployed 
• Benefits of Service Automation 

• Functionality offered by the Software 
• GE, the jet engines and CRM 

• Activity Management 
• Agent Management 
• KPI’s for call- and contact-centres 
• Case Assignment 
• Case Management 
• Contract Management 
• Customer Communications Management 
• Customer Self Service

• Email Response Management 
• Systems Inbound Communications Tools 
• Field Service Tools 
• Outbound Communications Tools 

• Knowledge-base self service 
• Service level management  
• Web Collaboration 
• The Chatter Video