CRM: Progettare e Costruire Soluzioni Intelligenti End-To-End

by Mike Ferguson

Description

As business focus shifts away from product, towards understanding the customer and increasing their value, the requirement and commercial pressure to implement a solution to manage customers and customer relationships through any and all channels has become enormous.
Such a solution needs to:

• integrate business processes and data to reduce the cost of CRM while increasing its effectiveness
• efficiently manage front and back office operational processes associated with the customer including sales, marketing, service and support
• produce customer intelligence that can be used effectively in increasing the value of customers (e.g. via targeted marketing) and in investing resources
• automate marketing, through campaign management across all channels and use customer intelligence to personalise the campaigns
• automate service and support and personalise it for each customer based on customer intelligence
• to efficiently disseminate valuable customer intelligence to all people and systems that need it
• optimise the supply chain based on demand uncovered by measuring sales in CRM solutions.

This seminar is a practical guide to implementing an end to end intelligent CRM solution that achieves these main objectives.

Main Topics

1. CRM Implementation
2. The Front Office - CRM Transaction Processing
   • Front Office Operational Processes
   • Customer Communication
   • Automating and Integrating the Front Office
   • The Impact of E-business
3. Analysing CRM data to drive customer relationships
   • Implementing a CRM Business Intelligence Solution
   • Implementation Alternatives, Methodologies and Technologies
   • Marketing Automation
   • Closing the Loop - Integrating CRM Analytic applications and The Front Office
4. CRM Collaborative Processing
   • Internal collaboration - The CRM EIP
   • External Collaboration