e-Lecture PresentationCourse Title: Customer Relationship Management
(CMB-655)
UGP: B.Com - VI SemesterCourse Instructor: Dr. Sheema Tarab
Department of CommerceAligarh Muslim University
email.: [email protected]
Contents
Unit-3• Market Basket Analysis• Click stream Analysis• Collaborative Filtering
Unit-4•• ConflictsConflicts•• ComplacencyComplacency•• Resetting CRM StrategyResetting CRM Strategy•• CRM development teamCRM development team--selling internallyselling internally•• Scoping, prioritizing, development & deliveryScoping, prioritizing, development & delivery
Unit-3• Market Basket Analysis• Click stream Analysis• Collaborative Filtering
Unit-4•• ConflictsConflicts•• ComplacencyComplacency•• Resetting CRM StrategyResetting CRM Strategy•• CRM development teamCRM development team--selling internallyselling internally•• Scoping, prioritizing, development & deliveryScoping, prioritizing, development & delivery
• Customers : ( basic & demographic information)
• Orders: (Total items/Order ID/ transaction ID
/shipping costs/ time of payment)
• Items: ( Item ID/ unit price/ gift wraps)
• Customers : ( basic & demographic information)
• Orders: (Total items/Order ID/ transaction ID
/shipping costs/ time of payment)
• Items: ( Item ID/ unit price/ gift wraps)
• Average no. of orders per customer
• Average no. of unique items in an order
• Average no. of items per order
• Unnoticed products in store
• Total demand of products
• Average no. of orders per customer
• Average no. of unique items in an order
• Average no. of items per order
• Unnoticed products in store
• Total demand of products
ActionableRules
InexplicableRules
ActionableRules Trivial Rules Inexplicable
Rules
SupportSupport ConfidenceConfidence
=P (AUB)/Total txn =P (AUB)/P(A)
Transaction ID Items Bought
T1 Bread Butter Milk Jam -
T2 Juice Cheese eggs Milk Bread
T3 Jam Vinegar Bread eggs Cookie
T4 Shampoo eggs Milk Curd Butter
T5 Cheese eggs ketchup Milk tea
T6 Eggs Curd Jam Bread ketchupT6 Eggs Curd Jam Bread ketchup
T7 Juice eggs Butter Ketchup Chips
T8 Chocolates Butter Bread eggs Fruit cake
T9 Protein Shake Bread Milk Jam Coke
T10 Detergent Spices Mix eggs Diapers Ketchup
T11 Ketchup Cheese Curd eggs -
T12 Chocolates Jam eggs bread shampoo
Example: To find association ofExample: To find association of EggsEggs KetchupKetchup
Transaction ID Items Bought
T1 0 0 0 0 0
T2 0 0 1 0 0
T3 0 0 0 1 0
T4 0 1 0 0 0
T5 0 1 1 0 0
T6 1 0 0 0 1T6 1 0 0 0 1
T7 0 1 0 1 0
T8 0 0 0 1 0
T9 0 0 0 0 0
T10 0 0 1 0 1
T11 1 0 0 1 0
T12 0 0 1 0 0
Support (s)=P (AUB)/total txn
Given e.g.= 5/12 i.e. 41.67 %
Confidence (C)= P(AUB)/P(A)
Given = 5/10 i.e. 50 %
Exercise: Try association of BreadExercise: Try association of Bread ButterButter
Support (s)=P (AUB)/total txn
Given e.g.= 5/12 i.e. 41.67 %
Confidence (C)= P(AUB)/P(A)
Given = 5/10 i.e. 50 %
Exercise: Try association of BreadExercise: Try association of Bread ButterButter
• Determine the effectiveness of site/ interface andwhat makes them come back
• Records the number of clicks per user: page visits• develop data-driven profile of each customer• Understands a behaviour how participants navigate
through website• User clicks anywhere on the webpage/application,
the action is logged on a client inside web server, aswell as possibly the web browser, router and proxyserver.
• Determine the effectiveness of site/ interface andwhat makes them come back
• Records the number of clicks per user: page visits• develop data-driven profile of each customer• Understands a behaviour how participants navigate
through website• User clicks anywhere on the webpage/application,
the action is logged on a client inside web server, aswell as possibly the web browser, router and proxyserver.
Levels of CSA
•• CollectCollect thethe clickstreamclickstream throughthroughwhichwhich aa useruser navigatesnavigates
•• TracksTracks thethe nono ofof pagepage visitsvisits•• TimeTime takentaken toto loadload thethe pagespages•• howhow oftenoften thethe useruser hadhad toto stopstop
oror reversedreversed hishis actionaction•• AmountAmount ofof datadata transmittedtransmitted toto
thethe useruser beforebefore leavingleaving
•• TracksTracks buyersbuyers behaviourbehaviour onon thethewebsitewebsite asas aa channelchannel ofof marketingmarketingserviceservice
•• ProductsProducts browsed,browsed, shortlisted,shortlisted,addedadded toto cartcart etcetc behavior'sbehavior's areareobservedobserved
•• CollectCollect thethe clickstreamclickstream throughthroughwhichwhich aa useruser navigatesnavigates
•• TracksTracks thethe nono ofof pagepage visitsvisits•• TimeTime takentaken toto loadload thethe pagespages•• howhow oftenoften thethe useruser hadhad toto stopstop
oror reversedreversed hishis actionaction•• AmountAmount ofof datadata transmittedtransmitted toto
thethe useruser beforebefore leavingleaving
•• TracksTracks buyersbuyers behaviourbehaviour onon thethewebsitewebsite asas aa channelchannel ofof marketingmarketingserviceservice
•• ProductsProducts browsed,browsed, shortlisted,shortlisted,addedadded toto cartcart etcetc behavior'sbehavior's areareobservedobserved
• Recognizing Visitor’s origin• Recognizing session• Recognize Visitor’s identity• Proxy Servers
• Recognizing Visitor’s origin• Recognizing session• Recognize Visitor’s identity• Proxy Servers
• Recommender systems are of 3 types:• content based recommendation• hybrid recommendation• Collaborative filtering: Use known preferences of a group to predict
unknown preference of other groups.• Its of two types: user based and item based
• Recommender systems are of 3 types:• content based recommendation• hybrid recommendation• Collaborative filtering: Use known preferences of a group to predict
unknown preference of other groups.• Its of two types: user based and item based
Users Rise of theRobots
The FaultLines
The world isflat
WhenMarketsCollide
Lords ofFinance
Joe 4 3 5
Kim 1 3 2
Shanon 4 1 3Shanon 4 1 3
Emie 5 4 5 1
•Find similar metrics denoted as sim (x,y )
•It captures the intuition that user with similar taste have higher similarity thandissimilar users.
( Users who bought this items also bought…)( Users who bought this items also bought…)
Users Fiction Non-fiction Adventure Horror Comedy
Jim 2 4 5
Kim 4 4
Tim 1 3Tim 1 3
Rim 5 3 4
•Find similar metrics based on items types bought
•It captures the intuition that user with similar taste have higher similarity thandissimilar users.
It is vital that to achieve customer satisfactionquickly... if you get the opportunity to fix a problem...
you do it quickly!
• Prospect to Learn• Opportunity• Flag ‘difficult customers’-opportunity cost• Problem solving approach• Follow up
It is vital that to achieve customer satisfactionquickly... if you get the opportunity to fix a problem...
you do it quickly!
• Prospect to Learn• Opportunity• Flag ‘difficult customers’-opportunity cost• Problem solving approach• Follow up
• It is illusionary and a myth to overcome• Self-satisfaction belief-can be a problem• Change is only constant• Proactive adapting to the newness
Model
SwitchAwareness
Exit interviews
• It is illusionary and a myth to overcome• Self-satisfaction belief-can be a problem• Change is only constant• Proactive adapting to the newness
Model
SwitchAwareness
Exit interviews
• Set target• Contributions: Green flags / Red Flags• Extended discussion with employees &
experts
• Set target• Contributions: Green flags / Red Flags• Extended discussion with employees &
experts
• CRM is usually a corporate program made up of many projects.
• For CRM point solutions that deliver finite functionality, one well-run project might be enough.
• Each CRM project should focus on implementing at least onedefined requirement.
• CRM development should be evolutionary and multi-tiered.
• Understanding the complexity of your CRM program is critical toplanning your CRM project.
• CRM is usually a corporate program made up of many projects.
• For CRM point solutions that deliver finite functionality, one well-run project might be enough.
• Each CRM project should focus on implementing at least onedefined requirement.
• CRM development should be evolutionary and multi-tiered.
• Understanding the complexity of your CRM program is critical toplanning your CRM project.
• Business Developer: visionary, initiate the idea• Technical Experts: a core committee of corporate to evaluate
the strength of idea in the bounded rationality• Project Manager: monitor, manage the implementation of
plan• Lead Developer: as per the defined requirements, selection of
technology is done and further hire other developers• Database Developer/s: design database and work on data
warehouse• Front-end-developer/s: to develop or customize the end-user
interface.• Marketing Head: understands market, and customer interface
• Business Developer: visionary, initiate the idea• Technical Experts: a core committee of corporate to evaluate
the strength of idea in the bounded rationality• Project Manager: monitor, manage the implementation of
plan• Lead Developer: as per the defined requirements, selection of
technology is done and further hire other developers• Database Developer/s: design database and work on data
warehouse• Front-end-developer/s: to develop or customize the end-user
interface.• Marketing Head: understands market, and customer interface
• Requirements can evolve into individual projects based ondemand urgency or perceived value or implementing
complexity
• Most CRM scoping activities focus on delivering initialapplications in order to hand over a “quick win” to the
business.
• Applications with a high value-to-complexity ratio should riseto the top, and others can be prioritized accordingly.
• Requirements can evolve into individual projects based ondemand urgency or perceived value or implementing
complexity
• Most CRM scoping activities focus on delivering initialapplications in order to hand over a “quick win” to the
business.
• Applications with a high value-to-complexity ratio should riseto the top, and others can be prioritized accordingly.
For entailing the scope simply rating its functional complexityis not enough. Scoping mitigates risk
Ideally, one should understand the broad concerns:• Specific technologies involved• Required skills• Quantifying staff requirement• Consultants needed to supplement in-house skills• Realistic time frame for delivery
For entailing the scope simply rating its functional complexityis not enough. Scoping mitigates risk
Ideally, one should understand the broad concerns:• Specific technologies involved• Required skills• Quantifying staff requirement• Consultants needed to supplement in-house skills• Realistic time frame for delivery
• Requirements can evolve into individual projects based ondemand urgency or perceived value or implementing
complexity
• Most CRM scoping activities focus on delivering initialapplications in order to hand over a “quick win” to the
business.
• Applications with a high value-to-complexity ratio should riseto the top, and others can be prioritized accordingly.
• Requirements can evolve into individual projects based ondemand urgency or perceived value or implementing
complexity
• Most CRM scoping activities focus on delivering initialapplications in order to hand over a “quick win” to the
business.
• Applications with a high value-to-complexity ratio should riseto the top, and others can be prioritized accordingly.
Requirements can evolve into individual projects based onimplementation complexity, the following prioritization is logical
• Provide Customer Support Report with on-demand customer profilesusing existing data.
• Automate workforce management to optimize customer support.• Provide scripting for CSRs and telesales staff.• Implement Web-based self-service and FAQs.• Support outbound message management.• Offer Web live-chat service and support.
When prioritized, a CRM requirement or specific sets of relatedrequirements can be defined as an individual CRM project
Requirements can evolve into individual projects based onimplementation complexity, the following prioritization is logical
• Provide Customer Support Report with on-demand customer profilesusing existing data.
• Automate workforce management to optimize customer support.• Provide scripting for CSRs and telesales staff.• Implement Web-based self-service and FAQs.• Support outbound message management.• Offer Web live-chat service and support.
When prioritized, a CRM requirement or specific sets of relatedrequirements can be defined as an individual CRM project
• Delivery is critical, dispatch service to users• CRM delivery can include user guides, job aids, as well as
Web-based help to encourage users to make the most of thenew CRM functionality.
• Seek insight from conflicts and overcome complacency
• Delivery is critical, dispatch service to users• CRM delivery can include user guides, job aids, as well as
Web-based help to encourage users to make the most of thenew CRM functionality.
• Seek insight from conflicts and overcome complacency
