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ABSTRACT
What is CRM? Company Introduction Dell Business Strategy CRM Strategic Objectives CRM Softwares at Dell Social Media Presence CRM Techniques Pre-sales Post-sales Success factors
C.R.M.
Customer relationship management (CRM) is a widely implemented model for managing a companys interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes principally sales activities, but also those for marketing, customer service, and technical support.
GOALS OF C.R.M
The overall goals are to find, attract, and win new clients, service and retain those the company already has and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.
Dell Inc. is an American multinational computer technology corporation based in Texas, United States. Founded by Michael Dell in early 80s. Develops, sells and supports computers and related products and services. The largest technological corporation in the world, employing more than 1,03,300 people worldwide. First computer of its own design, the "Turbo PC", which sold for $795. Dell is listed at number 44 in the Fortune 500 list. It is the third largest PC vendor in the world after HP and Lenovo.
Opportunities In 1980s
More
Unsolved
Better
support issues.
MISSION
To be the most successful computer company in the world at delivering the best customer experience
SEGMENTATION
Faster inventory turnover and reduced inventory levels by personalization (build to order). Incorporate new technologies and components into its product offerings. Online support to onsite customer-dedicated systems (customer service) Customer focused employees Dells Server Success.
Served its online customers with 12 sales representatives and 2 order processors. Cost cutting by eliminating the retail stores and spend those saved dollars on customer service in order to build great relationships with customers. 500 million page visits per quarter to www.dell.com
Contacting with the customer directly & capturing as much information as possible
Eliminating middlemen Building computers based on customers needs.
Engaging with customer on each touch point as productive & efficient as possible.
Learn from customers Each member is a student who is responsible of learning from the customers.
Custom designed Web pages containing purchase data: Premier Pages Data mining system that benefits the sales, marketing, financial and management segments of Dell: ProClarity
HOTLINK
Marketing
automation software
Effective targeting Efficient marketing communications Real-time monitoring of customer and market trends
Gives
Custom Internet sites, called Premier Pages, for various corporate and institutional customers, allowing these customers to simplify and accelerate procurement and support processes
In-depth analytical abilities, resulting in highlighting positive and negative areas of business Enables Dell to measure trends and successes Sales management can track activity within accounts and lapsed quotes can be acted upon
The marketing department can track customer activity, product sales and marketing mixes
i2 Planner
e-Business
to coordinate the build-to-order processes from order placement to customer support customers, target them using their medium of preference, and also measure the results.
Profile
Enables Dell to pull material into its factories every two hours based on real time customer orders. Tracks backlog numbers, stock status and supplier commitments. Lets the supplier know what parts to deliver to which factories to meet customer demand.
Provides customers with cloud-based applications that help simplify and automate IT management
Generate more leads, Effectively market through multiple channels, Optimize lead management, Convert leads into customers, View all account-related information and activities, Keep sales representatives working productively, Analyze your sales pipeline
Dell has an astonishing 34 official Pages on Facebook. The company posts around 6-7 updates in week
Hangout is one feature that is being regularly used by the company to get constant feedback from its community of users. Dells employees themselves hold hangouts at a smaller scale with their followers and customers. Company employees have hosted a minimum of 50 Hangouts collectively on their personal pages, including a member of the consumer sales group who held one to talk about a new high-end laptop, which Dell also livestreamed on its YouTube channel.
Twitter account
2 to 7 tweets and retweets per day. Dells Outlet account beats its official account by a huge margin. Dell Outlet has 1,549,995 followers compared to 22,579 on its main account. @Dellprosupport is for premium customers while @DellCares is for regular ones. It allows Dell to offer dedicated support to its premium customers right within the enclosure of Twitter.
Success Factors
Superior customer
experience through direct, comprehensive customer relationships. research and development with technology
Cooperative
partners.
Computer
Service
needs.
Success Factors
Success Factors
Paperless purchase orders Global pricing Real-time order tracking Purchasing history Account team information Small business customers: Online virtual account executive Domestic customers: Spare-parts ordering system, and a virtual help desk featuring natural-language search capabilities and direct access to technical support data