Customer relationship management business method

• US 6,915,270 B1
• Filed: 11/28/2000
• Issued: 07/05/2005
• Est. Priority Date: 11/28/2000
• Status: Expired due to Fees

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: Thompson, Harvey, Zia, May Sun, Adiano, Cynthia, Ernst, Martha, Enand, Navin, Young, Howard
• Primary Examiner(s): MEINECKE DIAZ, SUSANNA M
• Application Number:
  US09/723,519
• Time in Patent Office: 1,680 Days
• Field of Search: 705/7, 705/10
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data

Abstract

A loyalty suite business method is described for building profitable customer relationships. The method is based on a combination of Customer Relationship Management (CRM), Business Intelligence (BI) and Customer Value Management (CVM). The structure of the method is based on an engagement model, followed by phases, activities, tasks, work products and technique papers. The Loyalty Suite approach takes a customer-centered view and integrates CRM operational processes, customer collaboration touchpoints and CRM analytical processes. This results in identification of factors which engender loyalty from a customer perspective. This then determines the enablers and capabilities needed by a client enterprise seeking to deliver customer value.

Claims

1. An automated loyalty suite business method for managing customer relationships for a client enterprise, the method comprising the steps of:

(a) developing a framework including hypotheses regarding the client'"'"'s customer relationships and information regarding the customer relationships;

(b) reviewing the client business strategy and the client customer relations strategy;

(c) identifying projects to obtain data needed to develop a customer-centered strategy;

(d) analyzing the business strategy, the customer relations strategy and the information regarding the customer relationships;

(e) developing a customer-centered strategy;

(f) identifying client enterprise deficiencies, including deficiencies in marketing, sales and service;

(g) developing a customer loyalty roadmap;

(h) using the framework, determining an inside-out view of customer expectations and determining an outside-in view of customer expectations;

(i) validating the outside-in view of customer expectations;

(j) prioritizing customer needs for action and/or investment;

(k) developing a capability model and key enablers using visual tools for automating mapping of capabilities and key enablers;

(l) recommending tasks to be performed by the client to implement the customer-centered strategy;

(m) reviewing the client enterprise business and technology environment;

(n) developing a customer value index and customer loyalty management approach using data mining techniques;

(o) testing and defining the customer value index and the customer loyalty solution strategy using automated tools; and

(p) implementing business practice changes in accordance with the capability model.

2. The loyalty suite business method of claim 1, further comprising the step of identifying factors which engender customer loyalty from a customer perspective.

3. The loyalty suite business method of claim 2, further comprising the step of determining capabilities and enablers needed for delivery of customer value by the client.

4. The loyalty suite business method of claim 1, further comprising the step of determining a value received by customers from the client enterprise.

5. The loyalty suite business method of claim 1, further comprising the step of identifying and prioritizing interactions between the client enterprise and customers, so as to define opportunities to create customer satisfaction.

6. The loyalty suite business method of claim 5, further comprising the step of identifying critical tasks to perform in order to create customer loyalty.

7. The loyalty suite business method of claim 6, wherein identification of said critical tasks leads to identification of essential client enterprise capabilities.