Customer Relationship Management: Organizational and by Federico Rajola

By Federico Rajola

Companies and fiscal associations are applying operational info platforms in an effective means. whereas they've got consolidated a powerful point of information in administration details structures, there's nonetheless an absence of information at the correct technique to practice buyer courting administration (CRM) structures less than a enterprise standpoint. lots of the businesses are nonetheless having difficulties in comparing how CRM can meet with the anticipated effects. the extent of complexity is perceived either lower than a technological and organizational standpoint. an entire innovation strategy and heavy swap administration tasks may be ensured so as to have potent and winning platforms. This booklet deals an exceptional theoretical and useful point of view on tips to face CRM initiatives, describing the main applicable applied sciences and organizational matters that experience to be thought of. a few explaining circumstances were incorporated as well.

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Extra resources for Customer Relationship Management: Organizational and Technological Perspectives

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The operational CRM also supports back office activities (order management, supply chain and transactions with the bank's information system), front office activities (service automation, marketing automation, sales force automation) and mobile office activities concerning branch personnel, financial promoters and all other sales support services. 3 The Collaborative Component Collaborative CRM allows for simplification of customer-bank contacts through definition of the most suitable channels and products/services for each individual customer (Carignani, 200 I).

This allows for a simpler design than needed for a relational database, supporting an operational application. In this context, possible malfunctions due to updating do not have to be faced, and much 48 The Organization of Data Warehouse Activities less is there a need for complex tools to manage the referential integrity or to block records being updated from user access. In short, the DWH describes the acquisition, transformation, and distribution processes of the information present inside or outside 12 the company, as a support to decision makers.

All this becomes possible only when a CRM programme is made up of strategies, CRM information systems, and process re-engineering (Egan, 1999; Eager, 2001; Angel, 2000; Bielski, 2000). 3 Organizational and Technological Evolution of Customer Interaction Points In the last few years, customer contact points (branches, call centres and financial promoters) have been completely rethought. This is particularly evident if we consider the organizational interventions of recent years, which have noticeably strengthened the sales and market relationship structures.

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