A data warehouse is a relational database that is designed for query and analysis rather than for transaction processing.

It usually contains historical data derived from transaction data, but it can include data from other sources. It separates analysis workload from transaction workload and enables an organization to consolidate data from several sources.
Determinants of CRM Trust The willingness to rely on the ability, integrity, and motivation of one company to serve the needs of the other company as agreed upon implicitly and explicitly. Value The ability of a selling organisation to satisfy the needs of the customer at a comparatively lower cost or higher benefit than that offered by competitors and measured in monetary, temporal, functional and psychological terms Stages in the development of a Customer Relationship The Pre-relationship Stage The event that triggers a buyer to seek a new business partner. The Early Stage Experience is accumulated between the buyer and seller although a great degree of uncertainty and distance exists. The Development Stage Increased levels of transactions lead to a higher degree of commitment and the distance is reduced to a social exchange. The Long-term Stage Characterised by the companies mutual importance to each other. The Final Stage The interaction between the companies becomes institutionalized 1

A Relationship Life Cycle Model Pre relation stage Development stage Maturity stage Decline stage Functions of Customer Relationship Management Direct functions (are the basic requirements of a company that are necessary to survive in the competitive marketplace) Profit; Volume; and Safeguard Indirect functions (are the actions necessary to convince the customer to participate in various marketing activities). Innovation: Market; Scout: and Access. Managing Customer Relationships The global salesperson must be involved in the following activities in order to initiate, develop and enhance the process that is aimed at building trust and commitment with the customer. Initiating the relationship Engage in strategic prospecting and qualifying; Gather and study pre-call information; Identify buying influences; Plan the initial sales call; Demonstrate an understanding of the customers needs; 2

Identify opportunities to build a relationship; and Illustrate the value of a relationship with the customer Relationship networks The ultimate outcome of a successful CRM strategy is the creation of a unique company asset known as a relationship network. A relationship network consists of the company and its major customers with whom the company has established long and enduring business relationships. The additional aspects of a global salespersons job are to: Manage customer value; Act as customer advocate; and Enhance customer loyalty and build a health and profitable network of relationships Call Centres - Definition Call centres are a key enabling arm of Customer Relationship Management. A well designed call centre will integrate people, process, and technology to improve operational efficiency and maximize the value of the customer relationship for both inbound and outbound contact.

VALUES OF CRM

A customer Relationship Management strategy designed to increase revenue and business, increasing customer satisfaction and loyalty, enabling more efficient business processes and utilizing lower cost technologies. CRM solutions improve sales and marketing efforts and enables organizations to provide superior service to customers. New customers are gained, and existing customers are retained and busy more in grater quantity.

MAJOR COMPONENTS OF E CRM 3

1. CALL CENTER AUTOMATION(e-CALL CENTER) Motivations of tourists are heterogeneous and composed of diverse elements. The infusion of Web data gives live call center agents a clear picture of tourists interests based on how they browsed the site. Screen views show how many different pages a specific visitor may have viewed, when the customer arrived, on which information he clicked, or what parts of knowledge database he visited and how many minutes he spent there. Screen views aid in reaching the tourist effectively by providing him the require information. The tourists data is stored in E-CRM repository. E-Call Centre can provide details about particular destinations discuss flight and resort availability, etc., assist in planning for the entire trip.

2. SALES AUTOMATION (E-SALES) The multi-media catalogs, a feature of E-Sales provide a clear view of various tourist attractions, hotels, etc., which aid in attracting the tourist. E-Sales can provide a way to find tourism products based of customers questions. E-Sales help to sell collaboratively across geographic, time zones, currencies, and scales to meet the needs of even the largest global deployments. Sharing of information across different units is made easy thus providing superior service and support.

3. SERVICE AUTOMATION (E-SERVICE) E-Service enables the tourist to create and track down their own service requests and to search fro answers for FAQ. User profiles allow to anticipate customer support needs and prepare answers automatically. Customers do not have to wait to talk to service representatives. The result is increased the customer satisfaction.

4. MARKETING AUTOMATION (E-Marketing) E-Marketing is an intuitive and easy-to-use format enabling to quickly view, analyze and present information vital to tourism business needs. E-Marketing monitors tourists interactions, improves the 4

service performance, enhances the productivity of tourism programs. By integrating the customer information from multiple sources, the tourism department can identify and capitalize in greater revenue.

The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The service marketing mix consists of 7 Ps as compared to the 4 Ps of a product marketing mix. Simply said, the service marketing mix assumes the service as a product itself. However it adds 3 more Ps which are required for optimum service delivery.

Business strategy perspective Three key phases 1. Customer Acquisition 2. Customer Retention 3. Customer Extension Three contextual factors 4. Marketing Orientation 5. Value Creation 6. Innovative IT. CRM Processes and Systems 1. 2. 3. 4. Understand & differentiate Develop & Customize Interact & Deliver Acquire & Retain

CRM Objectives 1. To simplify marketing and sales process 2. To make call centers more efficient 3. To provide better customer service 4. To discover new customers and increase customer revenue 5. To cross sell products more effectively CRM Benefits 1. Develop better communication channels 2. Collect customer related data 3. Create detailed profiles of individual customers 4. Increased customer satisfaction 5. Access to customer account history, order information, and customer information at all touch points 6. Identify new selling opportunities 7. Increased market share and profit margin 8. Increased revenues Role of salespeople in relationship building In identifying potential customers and their needs; By presenting true image of the company By offering what customers need ; not what company wants to sell By handling customers complaints By informing company about customers new demands, liking etc

CRM Strategies 1. Customer Acquisition 2. Customer Retention Retain and expand your business and relationships with your customers through up-selling, cross-selling and servicing. 3. Customer Loyalty Offer programs to ensure that your customers happily buy what you offer only from you. 4. Customer Evangelism Enable loyal customers to become a volunteer sales force. 5. Cost Reduction Reduce costs related to marketing, sales, customer service and support. 6. Improve Productivity 7. Enhance your e-business strategies...

CRM Goals, Benefits and Value CRM Increases Internal: Revenue, Margins, Profitability, Results, ROI, ROA, Conversion Rates, Knowledge, Strategy, Efficiency, Effectiveness, Creativity, Products, Innovation, Morale, Customer Focus External: Customer Acquisition, Up-selling, Cross-selling, Personalization, Interaction, Feedback, Service, Satisfaction, Loyalty, Evangelism, Relationships, Value, Understanding CRM Decreases Internal: Costs, Time, Errors, Employee Defection, Frustration, Fear, Uncertainty, Doubt External: Customer Issues, Complaints, Attrition, Churn Dissatisfaction

Implementation of CRM To implement CRM, following factors need to be given due consideration: 1. Easy interaction between customers and company, 2. Easy access to information about company like content of customization, advantages of the company, benefits doled out to the customers. 3. Abundant supply of customer information 4. Customers' information should be updated always 5. Have cordial relationship with other companies targeting the same customer segment.. CRM Failure Reasons Lack of employees cooperation Business focus- More on selling less on customer service Problem in data integration who will collect? Weak functional organization of a company can cause customer and employees' confusion. Short term interests are often given importance. Limited financial resources Other new technology and solutions are introduced without implementing the necessary framework.