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Implementation of CRM - Lesson Summary

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Contact Centres for CRM

The main components of a customer interaction centre are: Multimedia routing, Workforce optimisation, Agent workspace, The main component of contact centres are: Customers, Communication technologies, Information technologies, Customer centre agents, Back end systems. The stages in implementing CRM strategy are: Scenario analysis, Stating the objectives and purpose of the CRM strategy, Business planning, Process design, Technology and vendor selection, Solution development, Implementation, Measurement. Global Customer Relationship Management

Global customer relationship management is the strategic application of processes and practices of CRM by firms operating in multiple countries or by firms serving customers who span multiple countries, to maximise customer value across the global customer portfolio of the firm. Companies that strive to create value for customers across cultures face challenges in terms of both macro and micro factors. To maximise the customer lifetime value (CLV) around the world, global managers need to understand the differences in the cultural and economic dimensions across countries.
The drivers of CLV are: Purchase frequency | Gross contribution margin | Marketing costs.
Global account management is a strategy that helps in managing key clients across countries.