Week 4 Project

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Comprehensive Views of CRM

The CRM world can consist of �ve categories to address the right issues to retain customers. They are:

Marketing automation: Generates personalization, pro�ling, telemarketing, e-mail marketing, or campaign management projects. Personalization and content management enable you to target and tailor communication by making the customer interaction a unique and bene�cial experience. These initiatives are designed to achieve the right mix of your company’s products or services for each customer. They involve understanding what customers do and want, matching that knowledge with product or service information, presenting opportunities to customers, and measuring success. Analytical CRM consists of data marts, decision support tools, customer behavior modeling, and analytical tools.

Sales automation: Provides basic sales automation capabilities with contact, account, opportunity, activity management, and proposal generators. Sales projects might be related to client or campaign management, sales con�guration, call management, contact management, advertisement management, or SFA. E-sales are revenue-generating functions of the Internet strategy. Partner relationship management (PRM) includes third-party sales channel merchandising, promotions and discounts, collaboration and planning, measurement, billing, and product returns.

So far we have discussed the concepts and �rst two comprehensive views of CRM. Let us now discuss the other three views.