Seminario de Customer Relationship Management - Miguel Hidalgo - Distrito Federal

CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so forth.

- Middle- and senior-level managers from marketing, e-commerce, sales and operations, strategic planning and general management - Senior technology and information managers who support marketing, e-business and CRM programs - Product, brand, e-marketing and advertising managers - Finance managers responsible for customer profitability measurements and analysis Sales and service managers

Overview of CRM
- CRM Concepts
- CRM - More definitions
- CRM Drivers
- Constituents of a Good CRM Strategy
- CRM and Technology
- CRM Solutions Map
- The Concept of e-CRM
- e-CRM and CRM
- Implementation Challenges

Developing a Customer Strategy
Section 1: Fundamentals of Customer Strategy
- Customer Strategy Basics
- Customer Loyalty
- Customer Satisfaction
- Customer profiling and Modeling
Section 2: Evolution of a Customer
- Centric Enterprise
- Customer Centric Enterprise – Background
- Customer Centricity – Concepts
- Product Centricity Vs. Customer Centricity
- Customer Centric Strategy
- Evolution of Customer Centric Enterprise (CCE)
- Specific Adaptations of a CCE
Section 3: Discussing the core of successful CRM initiatives
- Core of any successful CRM initiative
- Seven Habits of a successful CCE
Section 4: Mapping People, Processes and Technology
- Revisiting the basic precepts
- Discussing People, Processes and Technology
- Transitioning from product centricity –Processes
- Transitioning from product centricity –People
- Transitioning from product centricity -Technology
 
Customer Lifecycle Management and Lifetime Value
- Concept of Customer lifecycle
- Customer Life Cycle stages – Illustrated
- Customer Life Cycle Management
- Managing the Customer Life Cycle in a CCE
- Concept of Customer Lifetime Value
- Customer Lifetime value assessment

CRM Technology
- CRM Ecosystem
- Customer Interaction and CRM
- Three Pillars of CRM
- Operational CRM
- Analytical cycle of CRM
- Analytical CRM
- Collaborative CRM

Operational CRM
- Sales Force Automation
- Account Management - Illustrated
- Opportunity Management –Illustrated
- Sales Forecasting
- Sales Funnel management
- Sales Pipeline Management
- Marketing Automation
- Campaign Management
- Analyzing, Learning, Listening and Responding
- Workflow Management
- Marketing Communications – Illustrated
- Contact Management
- Contact Management – Illustrated
- Ticket Management

Analytical CRM
- Critical components of Customer Centric Strategies
- Analytical CRM defined
- CRM Intelligence Management Cycle
- Analytics and Customer Life Cycle Management
- CRM Data warehouse
- Analytical CRM Components
- Benefits from CRM Analytics
- Customer Centric Data Mining
- Analytical CRM application areas
- Teradata Industry CRM
- Requirements from an Analytical CRM application
- Data Extraction – Illustrated
- Data Enhancement – Illustrated
- Clustering and profiling
- Model building and Analysis
- Scoring
- CRM Analytics - Sample vendor options
- Common Implementation Problems

Collaborative CRM
- Collaborative CRM
- Customer Centricity revisited
- Channel evolution
- Multi-channel Strategy
- Multi-Enterprise Value Networks
- Mapping Customer interactions into Life Cycle stages
- Customer Interaction Centers
- Avaya Communications architecture
- Customer Interaction Center – Detailed
- Avaya Unified Communication mode
- Call Center – Explained
- Evolution of Contact Centers
- Contact Centers – Evolution Phases
- Technology Transformation and Migration
- Customer interaction –illustrated
- What do portals address?
- Integrating Customer Information through portals
- Employee Portal
- Customer Portal
- Partner Portal

CRM Project Management
- CRM Initiative – Phases
- Planning the CRM initiative
- Preparatory Phase
- Preparatory Phase – Activities
- Defining the CRM vision
- Assessing CRM readiness (Organizational perspective)
- Analyzing business processes
- Auditing the IS/IT infrastructure
- Establishing CRM project objectives
- Building a business case for CRM
- Building the team
- Ensuring involvement of key people
- Prioritizing the requirements
- Establishing the budget
- Establishing tentative timelines
- Short listing prospective CRM solution vendors
- Selecting the CRM solution
- Selecting the solution partner
- Implementation Phase
- CRM implementation project methodology
- Definition Stage
- Analysis Stage
- Design & prototyping Stage
- Configuration & Testing
- Deployment Stage
- Managing Change
- Training is key to implementing change
- Post Implementation Phase
- Post Implementation Support
- Problem areas to look out for

Building a Business Case for CRM
- Need for a Business Case
- Elements of a good Business Case
- Challenges in quantifying CRM Benefits
- Categorization of CRM Benefits
- CRM Metrics Framework
- CRM Benefits - Customer’s perspective
- A methodology for ROI Estimation
- Presenting the benefits
- Identifying and mitigating risks