Operational, Analytical & Collaborative CRM

Dr. Elijah EzenduFIMC, FCCM, FIIAN, FBDI, FAAFM, FSSM, MIMIS, MIAP, MITD, ACIArb, ACIPM,

PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CSOL, CCIP, CMC, CMgr

Learning ObjectivesAt the end of this course, participants should be

able to do the following:Identify key components of CRMIdentify the relationship between operational

CRM and analytical CRMIdentify the relationship between analytical

CRM and collaborative CRMApply operational, analytical and collaborative

CRM for enhancing customer value and corporate profitability

Components of CRM

Operational CRM

Operational customer relationship management facilitates and streamlines communication with customers, and connects to customer touch points.

Source: Elijah Ezendu, CRM

General Areas of Operational CRM

• Sales Force Automation• Customer Service and Support• Enterprise Marketing Automation

Sales Force Automation

This involves the whole sales process which comprise lead generation, lead qualification, needs identification, specifications development, development of proposal, handling objections, and closing sale.

Key Tasks in Sales Automation• Sales Administration• Sales Forecasting• Lead Management• Account Management• Performance Management• Tracking Customer Preferences• Tracking Customer Demographics• Contact Management• Quote Management

Customer Service and Support

This involves automation and coordination of all the service operations and customer support processes which include service requests, product returns, customer complaints, and enquiries. These services and support can be provided through contact center, call center, web portal, or face-to-face interaction at a remote location in the field.

Enterprise Marketing Automation

This involves application of technology to marketing processes for provision of information pertaining to industry trends, macro-environmental factors and competitors. This facilitates appropriate engagement and control of campaign management, event-based marketing, cluster customer segmentation, individual customer segmentation, thereby increasing marketing efficiency.

Analytical CRM

Analytical customer relationship management focus on blending the customer data collected in Operational CRM with data from external sources in order to ascertain key customer identities and directions required for boosting organisational and customer values.

Applications of Analytical CRM• Financial Forecasting• Programme Evaluation• Price Optimization• Customer Satisfaction Evaluation• Customer Satisfaction Growth• Product Development• Fraud Detection• Risk Management• Contact Optimization• Sales Coverage Optimization

Impact of Analytical CRM

Relationship Between Operational and Analytical CRM

PracticeStrategy

Customer Data

New StrategyOperational

CRM

Process Data

AnalyticalCRM

Source: Siddiqi, Akhgar & Wise, Framework for Implementation of CRM Strategy in Retail Sector

Customer Touch Points Back Office

Collaborative CRM

Collaborative customer relationship management focus on exploiting interaction with customers through customer touch points for enhancing customer self service.

Applications of Collaborative CRM

• Online services for enhancement of convenience and cost reduction

• Effective communication through many channels including automated phone, email and internet.

• profiling customer information during customer interaction

Example: Web Page Personalization

Relationship Between Analytical CRM and Collaborative CRM

Collaborative customer relationship management uses the output of Analytical customer relationship management to enhance the participatory strength of customers.

Dr. Elijah Ezendu is Award-Winning Business Expert & Certified Management Consultant with expertise in HR, OD, Competitive Intelligence, Strategy, Restructuring, Business Development, Sales & Marketing, Interim Management, CSR, Leadership, Project & Programme Management, Cost Management, Outsourcing, Franchising, Intellectual Capital, eBusiness, Social Media, Software Architecture, Cloud Computing, eLearning & International Business. He holds proprietary rights of various systems. He is currently CEO, Rubiini (UAE); Hon. President, Worldwide Independent Inventors Association; Special Advisor, RTEAN; Director, MMNA Investments Limited. He had functioned as Chair, International Board of GCC Business Council (UAE); Senior Partner, Shevach Consulting; Chairman (Certification & Training), Coordinator (Board of Fellows), Lead Assessor & Governing Council Member, Institute of Management Consultants, Nigeria; Lead Resource, Centre for Competitive Intelligence Development; Turnaround Project Director, Consolidated Business Holdings Limited; Lead Consultant/ Partner, JK Michaels; Technical Director, Gestalt; Chief Operating Officer, Rohan Group; Executive Director (Various Roles), Fortuna, Gambia & Malta; Director, The Greens; Chief Advisor/Partner, D & E; Vice Chairman, Refined Shipping; Director of Programmes & Governing Council Member, Institute of Business Development, Nigeria; Member of TDD Committee, International Association of Software Architects, USA; Member of Strategic Planning and Implementation Committee, Chartered Institute of Personnel Management of Nigeria; Adjunct Faculty, Regent Business School, South Africa; Adjunct Faculty, Ladoke Akintola University of Technology, Nigeria; Editor-in-Chief & Chairman of Editorial Board, Cost Management Journal; National Executive Council Member, Institute of Internal Auditors of Nigeria; Member, Board of Directors (Several Organizations). He holds Doctoral Degree in Management, Master of Business Administration and Fellowship of Several Professional Institutes in North America, UK & Nigeria. He is an author & widely featured speaker in workshops, conferences & retreats. He was involved in developing Specialist Master’s Degree Course Content for Ladoke Akintola University of Technology (Nigeria) and Jones International University (USA). He holds Interim Management Assignments on Boards of Companies as Non-Executive Director.

Thank You