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Lecture for students on the topic of CRM: what is CRM, what is its role in marketing, and what professions are in demand here.
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Natalie Lihacova, www.client-line.com 2011
Role of Customer Relationship Management in Marketing
In this lesson:
2
1. Why is Marketing important?
3. Professions in CRM
2. Role of CRM in Marketing
“Any business enterprise has only two basic functions: marketing and innovation”.
Peter DruckerProfessor of Management
(New York University, Claremont Graduate University),
Management Consultant3
1. Marketing
Marketing knowledge areas:Sell to whom? (Target
audience)Sell what? (Positioning)Sell how? (Channels)
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1. Marketing
Positioning Example
5
1. Marketing
Positioning Example (2)
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1. Marketing
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2. Role of CRM in Marketing
1. Why is Marketing important?
3. Professions in CRM
Key elements of CRM
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CRM strategy
Who? What? How?
ProcessesPeople Technology
2. Role of CRM
CRM strategy
Who? What? How?
ProcessesPeople Technology
Tools in CRM:
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2. Role of CRM
Ask; observeStoreAnalyzeDecide!
Surveys;Building relationshipsDatabaseSoftware applicationsBusiness intelligence tools
Make business decisions!
In this lesson:
3. Professions in CRM
2. Role of CRM in Marketing
1. Why is Marketing important?
10
CRM software
11
3. Professions in CRM
• Developer• SysAdmin• Architect
Mostly technology:
People and technology:
• Consultant• Support Specialist• Project Manager
Data Analyst
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3. Professions in CRM
Marketing Technology Adviser
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For implementation of CRM, Call Center, Help Desk, customer portal etc;
For systems integration;For data analysis;Web Presence & Social
Marketing
Defines and oversees objectives and requirements:
3. Professions in CRM
(With support of IT department)
Must have:Strong knowledge
of Marketing concepts;
Knowledge of CRM systems;
Project Management skills;
True interest in technology and innovations
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http://nigelfrank.com
3. Professions in CRM
140 search results!
Useful ResourcesButtle, Fransis. Customer Relationsip Management:
Concepts and Technologies. Burlington : Elsevier, 2009. ISBN: 978-1-85617-522-7 – Fundamental book on all aspects of CRM
Markert, Tom. You Can't Win a Fight with Your Client. New York : HarperCollins Publishers, 2007 – Customer-oriented culture and principles.
Kotter, John P. Leading Change / Why Transformation Efforts Fail. Harvard Business School Publishing Corporation, 2006 – Important principles of implementation projects.
Martin, Roger. The Age of Customer Capitalism. Harvard Business Review. Jan 01, 2010, Vol. 10 pages, Prod. #: R1001B-PDF-ENG – CRM and long-term profitability of business.
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