MEDFORIST PROJECT

1
????? ??????? ?? ?????? Customer Relationship
Management

• MEDFORIST PROJECT
• Euro-Mediterranean Network
• for sharing IST Learning resources

2
????? ??????? ?? ?????? C R M

• ?????
• ????? ????? ??????? ?? ??????.
• ??????? ??? CRM.
• ????? ??? CRM ????????? ???????????
• ????? ?????? ??? .CRM

3
???? ???? ????? ???????
4
???? ??? ????? ???????

• ?? ???????? ?????????? ??????????? ????????????
  ??????? ???? ?????? ??????? ?? ?????? ???????
  ??????? ????? ????????? ??? ??? ????? ???????,
  ??????? ????? ???? ??????? ?????? ??? ???????
  ?????????.

5
??????? ???????? ???? ??? ??????

• 4 Ps
• Product ????? ????????
• Price ????? ???????
• Place ????? ???????
• Promotion ????? ???????

6
??? ?????? ????? ???????

• 4 Cs
• Customer needs and wants
• Cost to the Customer
• Convenience
• Communication

• 4 Cs
• ???????? ???????? ??????
• ?????? ??????? ??????
• ????????
• ???????

7
???? ????? ??????? ?? ??????? ??????? ??? ???????
?????????
8
????? ?????? ???????

1. ???? ????? 98 ?? ????????? ??????? ??? ???????.
   
2. ???? ??????? ??? ??????? 1.
3. ???? ????? ?????? ?? ???? ???? ?????? ??????
   call- center ???? ??? ???? ?? ???? ?????? ?? ????
   ????????.
4. ???? ???? ?????? ??? ??? ?? ???? ???? ???? ????
   ???? ?? ???? ?????? ??? ??? ?? ???? ????? ??????.

????? ?????? ????? ?????.
9
????? ????? ??????? ?? ?????? (CRM)
10
????? ????? ???????? ??? CRM?

1. ???? ?? ???? ????? ?????? 85 ???? ?????? ????
   ???????? ??????? ????? 5.
2. ???? ?????? ?????? ????? ???????? ?????? ?? ?????
   ?????? ??? ????? ??? ????? ????? ?????????
   ??????.
3. ???? ?????? ??????? ?? ???? ??????
   ???????refferal customer? ???? ????, ??????
   ?????? ???? ?? ????, ????? ????? ?????? ??????.

11
???????

• ??????? ?????? ??????? ?? ?????? ??? ????? ????
  ????? ??????? ?????? ?? ?????????.
• ??? ????? ??? ??? CRM ??? ????? ??????? ????
  ????? ??? ????????? ?? ??????, ????????, ???????
  ???????, ?????? ????? ???? ??? ?? ?????????.

12
??????? ??? CRM
??? ????????? ????? ???????
Capture Customer Data and Measure Results
??????
Capture Customer Data and Measure Results
????? ?????????, ???????, ??? ????????? ???????
??????
Capture Customer Data and Measure Results
???? ??? CRM The CRM Dynamic
?????? ???????? ?????? ??????? ?? ??????
Capture Customer Data and Measure Results
???? ?????? Customer Value
Capture Customer Data and Measure Results
Customer Relationship Management is a ongoing,
dynamic learning process for an organization
13
????? ??? CRM
14
CRM ??????????
15
CRM ?????????? ????? ??? ?????

• ???? ?????? ???? ????? ????? ?????? ?? ???
• ???? ????? ???????, ?????? ???????? ??????? ???
  ??? ???????.
• ????? ???????? ?????????,
• ????? ??????? ??????,
• ????? ????? ???????? ?????? ?????? ??????? ???
  ???? ????????? ????? ??????? ??? ????????? ?? ???
  ???????.
• ?
• ??????? ????? ??????? ?? ?????? ???????
  ????????? ????? ????? ?????? ????? ???????? ??
  ????? ??????? ?? ??????.

16
CRM ?????????? ????? ???????

• ??????? ??? CRM ?????? ?????? ??????? ????????
  ??? ?????? ?????? ?? ?????? ????? ?? ??????
  ?????? ???? ?????? ??????.
• ????? ???????? ?????? ????? ??? ??????.
• ????? ??????? ????????? ??????? ?????????
  ???????( ????? ?????).

17
CRM ?????????? ???? ??????

• ???? ???? ?????? ??? ?? ???????
• ?????? ??? ???? ????Acquire ,
• ????? ??????? ?? ?????? Enhance
• ???????? ??????? Retention,
• ???? ???? ??????? ???? ?? ????? ?? ??? ?????
  ????? ??? ???? ????????? ?? ????? ?? ??? ??????.

18
CRM ?????????? ???? ??????

• ????? ???? ????? ???? ???
• ????? ????????? ?? ???? ???? ?????? ??? ?????
  ??????? ??? ?????????.
• ????? ?? ????? ??????? ????? ?????? ????? ????
  ???????? ??????? (FAQs) ???? ??? ?????? ???
  ?????? ??? ???? ?? ??????.

19
????????? CRM
20
CRM ?????????Data Warehouse
DATA WAREHOUSE
??????? ?????? ???????? ?? ????? ?????? ???????
?? ????? ??????? ???????? ??? ?????? ???????
???????? ????? ??? ????? ??????, ??? ???? ????
?????????? ?? ?????? ??? ??? ????????? ?? ????
??????? ??????? ??????.
21
CRM ?????????Data Warehouse
DATA WAREHOUSE

• ??? ?????????
• ????? ???? ????? ?? ?????? ?? ????? ?????
  ??????.
• ????? ???? ??? ???? ?? ????????? ??????
  ??????????.
• ????? ????? ?????? ?????? ???????? ????????.
• ?????? ???? ??????.
• ?????? ?? ?????????.

22
CRM ?????????Data Mining
DATA MINING
??????? ???????? ??????? ??????? ?? ????????
?????? ??????? ????? ?? ??? ?????? ?????? ?????
??? ????? ?????? ???? ????.
23
CRM ?????????Data Mining

• ??? ?????????
• ??????? ?????? Target marketing
• ????? ????? Market segmentation
• ???????? ???????.
• .......

24
????? ??? CRM

• e-CRM Websites
• Call centers/ Service history
• Sales force
• Customer service help desks
• Point of sale terminals
• Voice response systems
• Mobile communication devices (m-CRM)
• Analytical predictive modeling
• Smart cards

25
??????? ???????? ?????? ??? CRM

• ???? ????? ?????? ??? ?????? ???? ???? ???????
  ??? ???? ????.
• ?????? ??????? ??? ??????? ?????? ?????????? ????
  ??? ?? ??? ?????? ?????, ??? ?????, ??????
  ??????? ???? ??????.
• ???? ??????? ??? ??????? ?????? ???? ?????
  ??????? ??.
• ????? ????? ????????? ???? ???.

26
????? ????? ??????? ??? ????? ??????? ????????
????????

• ?????? ??? ???????? ???? ??? ??????????? ????????
  ?????? ??? ????? ?????? ???????? 4Ps ???????.
• ????? ??????? ??? ?????.
• ?????? ?????? ????? ???? ????.
• ????? ???? ???? ??????.

27
?????

• ???? ?? ???? ?? ???? ????? ??? CRM ????? ??
• ????? ????,
• ??????? ???? ?? ?????,
• ??????? ??????,
• ????? ???? ??????? ???? ???? ?? ??????? ???
  ???????? ?? ???????? ??? ????? ?????? ????????
• ?????