CRM systems & designing systems (MR, unit 2)

Customer Relationship Management Systems (CRM)

Integrates the entire marketing & sales process bringing together all customer-facing system

Each time a customer contacts, they should be recognised & managed in an appropriate way – CRM provide advance personalisation
Features: data warehouses, e-commerce, sales systems, customer service systems, web marketing, call centres, operations systems
www.oracle.com leading vendor CRM software

Designing an effective system
Consider:
• Ease of use / access
• Cost (minimal info gathering costs)
• Flexibility (review & improve regularly)
• Reporting capabilities (regular & continuous gathering to be reliable)

Address:
• Eliminate irrelevant / inaccurate content
• Easy storage & retrieval of data
• How to disseminate info.

Implications: costly software & hardware, staff training, require staff with specialist skills