1) The marketing department can use the operational CRM technologies of a list generator, campaign management and cross-selling and up-selling. List generators compile customer information from a variety of sources and segment the information for different marketing campaigns. List generators provide the marketing department with a solid understanding of the type of customer it needs to target for marketing campaigns. Campaign management systems guide users through marketing campaigns performing such tasks as campaign definition, planning, scheduling, segmentation and success analysis.

Cross-selling is selling additional products or services to a customer. Up-selling is increasing the value of the sale. CRM systems offer marketing departments all kinds of information about their customers and their products which can help them identify cross-selling and up-selling marketing campaigns. These technologies can help increase customer satisfaction which can help create better relationships with customers.

2) The customer service department can use the operational CRM technologies of a contact center, web-based self-service and call scripting. A contact center is where customer service representatives answer customer inquiries and respond to problems through a number of different customer touchpoints. It is one of the best assets a customer-driven organization can have because maintaining a high level of customer support is critical to obtaining and retaining customers. They also track customer call history along with problem resolutions which is critical for providing a comprehensive customer view to the customer service representative. Web-based self-service systems allow customers to use the Web to find answers to their questions or solutions to their problems.

Click-to-talk buttons are especially useful as it allows customers to click on a button and talk with a customer service representative via the Internet. Web-based self-service add tremendous value because they provide real-time information without having to contact company representatives. Call scripting systems access organizational databases that track similar issues or questions and automatically generate the details for the customer service representative who can then relay them to the customer. It helps customer service representatives answer difficult questions quickly while presenting a uniform image. These technologies can help create better relationships with customers.

3) I believe that the web-based self-service system would add the most value to the American Cancer Society’s business. Nearly everyone uses the Internet in the US at this point. ACS would be able to reach their more than 2 million volunteers, patients and donors. Many people would rather have all the information at their fingertips by using the Internet than having to call a company representative.

Web-based self-service can provide all the information a constituent would need and be accessed anywhere there is Internet access. Web-based self-service provides real-time information which is extremely important for the ACS as they strive to provide its constituents with the best information available regarding the prevention, detection and treatment of cancer. They also need to demonstrate they act responsibility with their funds as well as be able to secure donations of time and money. Using web-based self-service could make this easier. Customers can use the Web to find answers to their questions or solutions to their problems. ACS can also use click-to-talk buttons.

4) Analytical CRM solutions are designed to dig deep into a company’s historical customer information and expose patterns of behavior on which a company can capitalize. It is primarily used to enhance and support decision making and works by identifying patterns in customer information collected from the various operational CRM systems.

Analytical CRM tools can slice-and-dice customer information to create made-to-order views of customer value, spending, product affinities, percentile profiles, and segmentations. Modeling tools can identify opportunities for cross-selling, up-selling and expanding customer relationships. Analytical CRM can increase personalization. Personalization occurs when a Web site can know enough about a person’s likes and dislikes that it can fashion offers that are more likely to appeal to that person.

The information produced by analytical CRM solutions can help companies make decisions about to handle customers based on the value of each and every one. It can reveal information about which customers are worth investing in, which should be serviced at an average level and which should not be invested in at all. Analytical CRM can give customers more of what they want. It can also help to find new customers similar to the best customers. It can also help find out what the organization does best.

It can help beat competitors to the punch. It can also highlight customers who have not done any business with the organization in a while and can do something like sending them a personalized letter. It can also help let customers know they matter. Analytical CRM could help ACS do all these things. They would be able to contact customers in the best way.

5) SRM (supplier relationship management) focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection. It helps companies analyze vendors based on a number of key variables including strategy, business goals, prices and markets. The company can then determine the best supplier to collaborate with and can work on developing strong relationships with that supplier. Partners can then work together to streamline processes, outsource services and provide products that they could not provide individually. ACS can use SRM to find the best partners that meet their goals and to do things they couldn’t do alone. This would help improve efficiency.