[MIS] CRM 사례와 미래(영문)

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레포트 > 경제경영계열
2011.10.05
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[MIS] CRM 사례와 미래(영문)

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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.

#CRM #MIS #미래 #영문 #사례

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