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Transcript of CRM chap 9
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IN THE NAME OF ALLAH
THE MOST BENEFICIENT,
MOST MERCIFUL
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GROUP MEMBERS
Muhammad Naveed
Farhan Ahmed
Zohrab Ahmad
Tahir Abdullah
Azhar Nazir
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CRM AND DATA
MANAGEMENT
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INTRODUCTION
This chapter illustrates the process of data collection and
transformation of data into information and knowledge, and how it
enables CRM.
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WHY TO MANAGE CUSTOMER
INTERACTION?Because the success of a business-customer relationship is
determined by the interactions.
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THE CUSTOMER INTEGRATION
PROBLEM Corporations have been capturing and storing volumes of
customer information for a number of years. This informationis generally stored in a database specific to a particular
business process case. Typically these cases can be
differentiated by process type (customer service, billing,fulfillment) by channel type telephone, mail, internet) and by
product type.
To enable CRM effectively the data must be integrated andshould be available during any customer interaction.
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CUSTOMER DATA INTEGRATION
CDI is a data management process where all prospects and
customer data can be distributed to point of interaction in a
timely and accurate manner.
Distributed Points of interaction
Timely
Accurate
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HOUSEHOLDING CONCEPTS
Individuals with the same last name living at the same address
may be defined as one household. Individuals with different
last names living at the same address may be defined as
separate house- holds.
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CUSTOMER DATA INTEGRATION
STEPSIDENTIFY TOUCH POINTS:
The organization needs to identify all areas in which it is
possible to interact with current and prospective customers.
Every interaction generates a transaction or some type ofrelative information. These interaction areas or touch points
will vary depending on an organization's vertical market and
business function within that market e.g. Web, telephone, face-
to- face.
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HOWDATA WILL BE COLLECTED?
ESTABLISH BUSINESS RULES FOR DATA
COLLECTION:
A company must first determine which variables will be
captured and then determine and define a priority setting foreach variable.
For example, if a person enters his or her age in more than one
touch point and the age is different, a business should
determine which touch point will be used as a source for age.
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METHODOLOGY FOR MANAGING THE
DATA INPUT PROCESS AFTER
COLLECTIONThe data input process consists of all the steps required to
move data from the point of collection to a place where it can
be read for input into a process for transforming each variable
into a common format.
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TIMELINESS
Organizations should establish a check and balance to ensure
that all required inputs have been made available to the next
process.
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CONSISTENCY AND ACCURACY
Inconsistent data is perhaps worse then inaccurate or absent
data, when there is no data no information is generated and
subsequently nothing is available for input to the next step, the
placing of data into a common format.
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PLACE THE DATA INTO A
COMMON FORMATPersonal information may be captured by he organization or its
value chain members in a variety of formats from different
touch points.
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SEPARATE CUSTOMER LINKAGE
DATA FROM ALL OTHER DATA Data collected from touch points can be placed into two
categories. The first category represents non linkage
information
Non linkage information is any element which is not used toidentify contact information.
Linkage information is the type of information that can be
used to identify a person, business or a household.
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STANDARDIZE CUSTOMER
LINKAGE DATAThe linkage data elements captured from multiple touch points
may differ in their format; in some instances, data coming
from the same touch point may vary in format as well. Format
here can be defined as the number of characters, i.e. the length
of a field that contains data. The length of a data record can
also vary.
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CORRECT THE LINKAGE DATA
COMPONENTS Correcting any errors in the linkage components will enhance
all subsequent steps. Software available for this purpose.
The software examines each geographic linkage component
for errors and makes the correction where applicable.
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APPLY POSTAL PROCESSING TO
THE CUSTOMER LINKAGE DATA Postal processing utilizes information provided by the United
States Postal Service (USPS) to ensure that the customer or
prospects most current address is available within a company
s CRM data environment.
First the person can tell the organization directly
Secondly the organization attempts to find using other means
when the person does not tell them.
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CUSTOMER LINKAGE
IDENTIFICATION PROCESS A method of linking records of individuals or businesses
that appear more than once in any set of data.
Record linkage methods fall into three broad categories:
1. Manual matching is the oldest, most time-consuming,
and cost lies method and is not a feasible option whenlarge databases or files are involved.
2. Deterministic record linkage links pairs of records on thebasis of whether they match or agree on initial, address,birth date and gender etc
3. Probabilistic record linkage uses probabilities todetermine whether a pair of records refers to the hoodthat a pair of records is a true match.
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THANK YOU FOR JOINING.
Questions?