crm modelsمدلهای مدیریت ارتباط با مشتری

CRMمدلهای دکتر فرشید عبدی- مشاور و طراح سیستم های مشتری

گراDR. FARSHID ABDI –CRM CONSULTANT & DESIGNER

DRABDI.IRFARSHIDABDI@AZAD.AC.IR

مدلها چه کمکی به ما می کنند؟CRMشناختن اجزای •CRMشناختن فرایندهای • در سازمانCRMتاثیر اجرای •ترسیم نقشه راه و برنامه ریزی•دادن تصویر کامل•ارزیابی آمادگی سازمان•ممیزی سطح بلوغ مش2تری گرایی•تشخصیص مشکالت سازمان د2ر ارتباط با مشتری•

5 MAIN CRM MODELمدل اصلی مدیریت ارتباط با مشتری 5

1. The IDIC model of CRM

2. THE QCI MODEL 3. PAYNE’S 5-PROCESS MODEL 4. GARTNER’S COMPETENCY

MODEL 5. CRM VALUE CHAIN MODEL

The IDIC model of CRM

THE IDIC MODEL OF CRM

• IDENTIFY WHO YOUR CUSTOMERS ARE AND BUILD A DEEP UNDERSTANDING OF THEM

• DIFFERENTIATE YOUR CUSTOMERS TO IDENTIFY WHICH CUSTOMERS HAVE MOST VALUE NOW AND WHICH OFFER MOST FOR THE FUTURE.

• INTERACT WITH CUSTOMERS TO ENSURE THAT YOU UNDERSTAND CUSTOMER EXPECTATIONS AND THEIR RELATIONSHIPS WITH OTHER SUPPLIERS OR BRANDS

• CUSTOMIZE THE OFFER AND COMMUNICATIONS TO ENSURE THAT THE EXPECTATIONS OF CUSTOMERS ARE MET.

ت4تعریف مدل

: شناخت بازار )مشتری(هدف و درک عمیق از مشتریانتعیین•: تفاوت قایل شدن بین مشتریانی که در اکنون و آینده بیشترین تمایز•

سود آوری را برای شما دارند.: هماره شدن با مشتری برای اطمینان از درک انتظارات او و تعامل•

نحوه ارتباطش با سایر برندها و رقبا: سفارشی کردن و متناسب سازی براساس نیاز تن دوخت کردن•

مشتری به کمک تولید و ارتباطات مناسب

IDICمدل

THE QCI MODEL OF CRMThe Quality Competitiveness Index Model (QCI)

QCI are independent specialists who assist blue chip companies in managing customers. They are both strategic theorist and foremost practitioners (Hewson et al, 2002). The QCI model shown below is described as below.

PAYNE’S 5-PROCESS MODEL OF CRM

School of Marketing - PhD, Melbourne | MSc, Aston | MEd in Higher Education, Melbourne | Diploma in Marketing, Chartered Institute of Marketing | Fellowship and Associate Diplomas in Electrical Engineering, RMIT

PAYNE’S 5-PROCESS MODEL OF CRMPAYNE’S 5-PROCESS MODEL OF CRM

GARTNER’S COMPETENCY MODEL OF CRM

Gartner, Inc. (NYSE: IT) is the world's leading information technology research and advisory company. We deliver the technology-related insight necessary for our clients to make the right decisions, every day.From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, we are the valuable partner to clients in approximately 10,000 distinct enterprises worldwide.

GARTNER’S COMPETENCY MODEL OF CRM

1. CRM Vision: Leadership, Social Worth, Value Proposition

2. CRM Strategy: Objectives, Segments, Effective Interaction

8. CRM Metrics: Cost to Serve, Satisfaction, Loyalty, Social Costs

7. CRM Technology: Applications, Architecture, Infrastructure

6. CRM Information: Data, Analysis, One View Across Channels

5. CRM Processes: Customer Life Cycle, Knowledge Management

Culture and StructureCustomer Understanding

People: Skills,CompetenciesIncentives and Compensation

Employee CommunicationsPartners and Suppliers

4. Organizational Collaboration3. Valued Customer Experience

Understand RequirementsMonitor Expectations Satisfaction vs.Competition Collaboration and Feedback

Eight Building Blocks of CRM

FRANCIS BUTTLE - CUSTOMER RELATIONSHIP MANAGEMENT

Francis Buttle is an honorary adjunct professor of marketing and customer relationship management and author of more than 130 peer-reviewed papers and 11 books which have been cited more than 8300 times earning him an h-index of 35

THE CRM VALUE CHAINThe CRM Value Chain

CustomerPortfolioAnalysis

CustomerIntimacy

NetworkDevelopment (SCOPE)

ValuePropositionDevelopment

ManageTheCustomerLifecycle

Leadership and culture

Data and information technology

People

Processes

Primarystages

Supportingconditions

در صورت عالقمندی و نیاز به اطالعات بیشتر با من در :تماس باشید

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