Mastering Customer Relationship Management Strategies

📋 Course Outline

1. Communication Channels
2. Operational CRM Functions
3. Customer Service and Sales
4. Analytical CRM Functions
5. Data Mining Techniques
6. Customer Data Warehouse
7. CRM as Business Philosophy

📖 1. Communication Channels

🔑 Key Concepts & Definitions

• Communication Channel: A medium through which information is transmitted between a business and its customers, such as email, phone, or face-to-face interaction.
• Operative CRM (Front Office): Customer-facing systems focused on direct interactions like sales and service, enabling real-time communication.
• Analytical CRM (Back Office): Systems that analyze customer data to support strategic decision-making, including data mining and data warehousing.
• Communicative CRM (24/7 Availability): A CRM approach that ensures constant accessibility for customers via various channels, enhancing customer satisfaction.
• Customer Data Warehouse (CDWH): A centralized database that stores integrated customer data for analysis and strategic planning.
• Data Mining: The process of analyzing large datasets to discover patterns and insights about customer behavior.

📝 Essential Points