The Customer focussed organisation: CRM Model

sunandaC

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The Customer focussed organisation: CRM Model

The idea here is to develop systems that allow flexibility, work on not completely predefined processes so as to enable front office to be proactive to each customer needs

The Mindset impact on CRM

A typical data warehouse will have the following components:

• While developing a data warehouse one takes into account all the legacy and operation systems. But typically sales teams could be managing leads on an excel worksheet. Sometimes critical DSS input like “Profitability Analysis” itself may reside on a worksheet

Thus a Data Warehouse solution must be able to accept information from such “unstructured” sources as well as budget for an open architecture to enable plug-in for systems to be developed in the future.


a) Generally the existing information is mapped into a data warehouse. Since a customer centric info-base is being developed, its is critical that extensive customer research is done to identify their information needs and thus what profile data will be relevant for us. Thus any data-warehousing project needs to work closely with the research team.


b) After extracting the data from various systems, we need to scrub and clean the data, deduplicate.


c) Even though we may find 80% of the names in a database of a million customers using combinations of lets say a 1000 first and last names, to take into account all possible combinations we may actually need a database of 10,000 first and last names. Even then we may not be able to comprehensively cover all future combinations. Now, the system must expect this kind of input on a regular basis rather than it happening by exception, as is the case with updating “masters” in a traditional system.


d) Ad-hoc querying is a tool that is most often used in such applications. Unfortunately not much effort is made to make this tool “end-user” friendly so that even a layman could run his/her reports.

Typically a data-warehouse and data mining person is placed in information technology to manage all queries. With the advent of tools like MetaData Repository, drill down OLAP tools and Palm Pilots it is now possible for hardcore marketing and sales types to directly access and run their queries. Infact we need to budget for training the sales and marketing team with the use of data-warehouse.


e) The real power of the CRM system is its ability to provide a rich, value added experience to our customers at all touch points – call Centres, kiosks, retail outlets, mobile devices, Internet and branches. Integration and information dissemination must happen at all these points. Thus the CRM specialist in marketing must be well versed with all these tools and techniques
 
The Customer focussed organisation: CRM Model

The idea here is to develop systems that allow flexibility, work on not completely predefined processes so as to enable front office to be proactive to each customer needs

The Mindset impact on CRM

A typical data warehouse will have the following components:

• While developing a data warehouse one takes into account all the legacy and operation systems. But typically sales teams could be managing leads on an excel worksheet. Sometimes critical DSS input like “Profitability Analysis” itself may reside on a worksheet

Thus a Data Warehouse solution must be able to accept information from such “unstructured” sources as well as budget for an open architecture to enable plug-in for systems to be developed in the future.


a) Generally the existing information is mapped into a data warehouse. Since a customer centric info-base is being developed, its is critical that extensive customer research is done to identify their information needs and thus what profile data will be relevant for us. Thus any data-warehousing project needs to work closely with the research team.


b) After extracting the data from various systems, we need to scrub and clean the data, deduplicate.


c) Even though we may find 80% of the names in a database of a million customers using combinations of lets say a 1000 first and last names, to take into account all possible combinations we may actually need a database of 10,000 first and last names. Even then we may not be able to comprehensively cover all future combinations. Now, the system must expect this kind of input on a regular basis rather than it happening by exception, as is the case with updating “masters” in a traditional system.


d) Ad-hoc querying is a tool that is most often used in such applications. Unfortunately not much effort is made to make this tool “end-user” friendly so that even a layman could run his/her reports.

Typically a data-warehouse and data mining person is placed in information technology to manage all queries. With the advent of tools like MetaData Repository, drill down OLAP tools and Palm Pilots it is now possible for hardcore marketing and sales types to directly access and run their queries. Infact we need to budget for training the sales and marketing team with the use of data-warehouse.


e) The real power of the CRM system is its ability to provide a rich, value added experience to our customers at all touch points – call Centres, kiosks, retail outlets, mobile devices, Internet and branches. Integration and information dissemination must happen at all these points. Thus the CRM specialist in marketing must be well versed with all these tools and techniques

Hi dear, thanks for your contribution and i am really glad to see that you shared such a nice report on CRM Model. BTW, i am also adding some more detailed information on CRM Model.
 

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