[MIS] CRM 사례와 미래(영문)
- 등록일 / 수정일
- 페이지 / 형식
- 자료평가
- 구매가격
- 2011.10.05 / 2019.12.24
- 19페이지 / docx (MS워드 2007이상)
- 평가한 분이 없습니다. (구매금액의 3%지급)
- 1,400원
최대 20페이지까지 미리보기 서비스를 제공합니다.
자료평가하면 구매금액의 3%지급!
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
추천 연관자료
- 목차
-
Table of Contents
I. Introduction of Customer Relationship Management
A. Definition of CRM
B. Background of implementing CRM
C. History of CRM
D. Effects of CRM implementation
i. Improved financial position
ii. Customer satisfaction
iii. Understanding customers
II. Different Types of CRM
A. Analytical CRM
i. Definition and basic concepts
ii. SK Telecom case
B. Operational CRM
i. Definition and basic concepts
ii. Dongbu Insurance case
C. Collaborative CRM
i. Definition and basic concepts
ii. 3M Case
III. Failed Examples
A. Coca-cola
B. Perrier
C. Ford
IV. The Future of CRM
A. Social Network Service
B. Global Positioning System
C. Smartphone Applications
- 본문내용
-
D. Effects of CRM implementation
i. Improved financial position
If customer relationship management system is implemented successfully, a company is expected to improve in terms of finance. Firstly, CRM allows companies to obtain new customers, maintain the remaining ones, and increase the money the current customers spend. As a result, company’s revenue increases.
Customer relationship does not only increase revenue, but also allows the company to save cost. If companies get to know customers better through CRM, marketing cost decreases significantly. Thus, companies can increase revenue and save cost at the same time; that results in the better financial position of a company.
ii. Customer satisfaction
Customer relationship management allows companies to provide differentiated products and services according to different customer needs and preferences. As a result, companies obtain the ability to divide customers to a lot of different groups. Furthermore, CRM allows companies to come up with elaborate marketing strategies to target different customer groups.
iii. Understanding customers
Through accumulating customer information effectively, companies get to understand customers better. As a result, companies short-term –as well as long-term– strength increases.
II. Different Types of Customer Relationship Management
The most widely used categorization of customer relationship management is the one used in the Meta Group’s 1999 report 『Customer Relationship Management Ecosystems』. In the report, there are three categories of customer relationship management: analytical CRM, operational CRM, and collaborative CRM. Companies need to use the right type of CRM at the right time to get the preferred outcome.
A. Analytical CRM
i. Definition and basic concepts of analytical CRM
Analytical customer relationship management deals with analyzing customer data generated by operational CRM. Analyzing customer data allows companies to better understand customers and their consumption patterns, and use this kind of data in marketing or other business areas.
The tools used by businesses to analyze vast amount of customer data is called business intelligence. Some major tools for business intelligence are software for database query and reporting, tools for multidimensional data analysis (online analytical processing), and data mining.
Online analytical processing (OLAP), or multidimensional data analysis, allows businesses to view a single data in multi-dimensions. Some of the dimensions would be sales regions, cost, and time. Actual example of using online analytical processing would be combining data about products and regions. As a result, a company would be able to come up with a multidimensional data that shows the number of different products sold in separate regions. The below diagram is a typical multidimensional data model. This model shows two dimensions: product and region.
자료평가
-
아직 평가한 내용이 없습니다.
오늘 본 자료
더보기
최근 판매 자료
- [국제경영] Caterpillar와 Komatsu의 경영사례 분석
- [마케팅] 스타벅스의 3C, STP, SWOT, 4P 분석
- [조직론] 스타벅스의 가치관과 동기부여
- 전략경영론 - 스타벅스커피
- GS 홈쇼핑의 디지털 패러다임 변화에 따른 마케팅 전략 분석
- 토스 toss 마케팅 SWOT,STP,4P전략 분석 및 토스 toss 서비스분석과 경쟁분석 및 토스 향후전략 제시
- [마케팅 관리][한국항공대] 인공지능이 가져올 미래에 관해서
- 이마트트레이더스 기업전략과 마케팅 SWOT,STP,4P전략분석및 이마트트레이더스 향후전략제시 PPT
- 스타벅스 조직문화와 인사관리
- [기업경영사례] 치킨산업에서 교촌치킨의 성공 요인 분석
저작권 관련 사항 정보 및 게시물 내용의 진실성에 대하여 레포트샵은 보증하지 아니하며, 해당 정보 및 게시물의 저작권과 기타 법적 책임은 자료 등록자에게 있습니다. 위 정보 및 게시물 내용의 불법적 이용, 무단 전재·배포는 금지됩니다. 저작권침해, 명예훼손 등 분쟁요소 발견시 고객센터에 신고해 주시기 바랍니다.