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1. Introduction
2. Agenda
3. Objective of session
4. How CRM should be defined
5. Defining the role of CRM
6. CRM as a set of cross-functional processes
7. CRM strategy framework
8. Key questions in the five CRM processes
9. The strategy development process
10. Best practice example: coherent mission/vision
11. Orange CRM mission
12. Best practice: leveraging customer advocacy
13. First Direct Bank example
14. The value creation process
15. The value proposition
16. Example of a value proposition
17. The 'ACURA' model
18. The multi-channel integration process
19. The new role of sales force
20. The new role of mobile commerce
21. Electronic and traditional channels
22. Cisco quotation
23. Channel experience within and across channels
24. Customer experience within channel (1)
25. Customer experience within channel (2)
26. The emotional reservoir of goodwill
27. Multi-channel integration in B2C
28. Open Plan web bank screenshot
29. Open Plan digital TV screenshot
30. Best practice: multichannel environment
31. Fletcher Jones Mercedes-Benz dealership
32. The information management process
33. Best practice: replicating mind of the customer
34. RS components example
35. Thomas Cook - 3 ways to book
36. The performance assessment process
37. Best practice example: identifying critical KPIs
38. Developing a CRM dashboard
39. In conclusion, some issues to consider
40. Summary
41. Thank you for listening

Topics Covered

• Positioning multichannel marketing within CRM strategy
• The key processes in CRM strategy
• The CRM strategy framework
• Multichannel marketing and customer experience
• Lessons from best practice exemplars

Links

Series:

• Multichannel Marketing

Categories:

• Marketing & Sales
• Strategy

Talk Citation

Publication History

• Published on December 31, 2008
• Archived on March 17, 2022