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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 저널정보
- 한국로고스경영학회 한국로고스경영학회 학술발표대회논문집 The 15th Anniversary of Yanbian University of Science & Technology 2007 International Symposium Proceeding 2
- 발행연도
- 2007.7
- 수록면
- 416 - 421 (6page)
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초록· 키워드
오류제보하기
"Most business follows time-honored mass-marketing roles of pitching their products to more number of people. But selling more goods to fewer people is more efficient and more profitable. Welcome to a radically different business paradigm of one to one Production, Marketing and Communication."
In One to One marketing the company is focusing on one customer at a time rather than just share of market. This has made the companies to literally design products and service for specific customers, instead of creating a product and then trying to find people who want to buy it. The One to One approach, as in relationship marketing, is looked at a process with the customer. It follows the unique IDIC methodology (Identify, Differentiate, Interact, Customize). Sounds like focusing the resources on the highest potential customers and customizing the approach based on their profiles.
In many ways CRM is the operational face of the One to One movement; CRM represents the business philosophy required to accomplish the One to One marketing vision. CRM is a strategy. with the tools and the software, which allow the firm to execute the strategy. CRM has been divided according to the functionality of software tools.
Analytical CRM
Collaborative CRM
Operational CRM
Companies that implement CRM systems can expect to pay as much as, three times licensing fees to implement their systems. High-end CRM systems can cost as much as $3,000 per user. In a recent study. it has been found that organizations implementing a CRM solution can expect to see up to a 42 percent increase in sales, a 35 percent decrease in cost of sales, a 25 percent reduction in sales cycle times and a 20 percent increase in customer satisfaction numbers. This paper discusses how Operational and Analytical Technologies can optimize the CRM System in an Organization to provide absolute and increased Customer Satisfaction.
In One to One marketing the company is focusing on one customer at a time rather than just share of market. This has made the companies to literally design products and service for specific customers, instead of creating a product and then trying to find people who want to buy it. The One to One approach, as in relationship marketing, is looked at a process with the customer. It follows the unique IDIC methodology (Identify, Differentiate, Interact, Customize). Sounds like focusing the resources on the highest potential customers and customizing the approach based on their profiles.
In many ways CRM is the operational face of the One to One movement; CRM represents the business philosophy required to accomplish the One to One marketing vision. CRM is a strategy. with the tools and the software, which allow the firm to execute the strategy. CRM has been divided according to the functionality of software tools.
Analytical CRM
Collaborative CRM
Operational CRM
Companies that implement CRM systems can expect to pay as much as, three times licensing fees to implement their systems. High-end CRM systems can cost as much as $3,000 per user. In a recent study. it has been found that organizations implementing a CRM solution can expect to see up to a 42 percent increase in sales, a 35 percent decrease in cost of sales, a 25 percent reduction in sales cycle times and a 20 percent increase in customer satisfaction numbers. This paper discusses how Operational and Analytical Technologies can optimize the CRM System in an Organization to provide absolute and increased Customer Satisfaction.
목차
Abstract
Ⅰ. INTRODUCTION
Ⅱ. OPERATIONAL CRM
Ⅲ. ANALYTICAL CRM
Ⅳ. HOW ANALYTICAL CRM CAN BE USED
Ⅴ. CUSTOMER CHURN PREDICTION METHODOLOGY
Ⅵ. CONCLUSION
References
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