OLD
MARKETING
a. Transaction oriented
b. Market share oriented
c. All customers are equal
d. Marketers sell
e. 4P marketing
g. Sell to the customer
h. Focus on new customers
i.
Offensive
j.
Broadcast oriented
k. Transaction profit
NEW MARKETING
a. Relationship oriented
b. Share of wallet oriented
c. All customers are not equal
d. Marketers manage demand
e. Relationship marketing
f. Individual marketing
g. Manage customer experience
h. Focus on existing customers
i.
Defensive
j.
Dialogue oriented
k. Customer lifetime value
2.
Five Different Orientations Toward CRM
a.
CRM
is software, system, technology.
b.
CRM
is data storage and analysis.
c.
CRM
is a change in corporate culture Ã
from a transaction focus to
a customer centric one.
d.
CRM
is “managing demand.”
e.
CRM
is a strategy cycle focusing on customers.
3.
A CRM System Contains Four Components
a.
Data
warehouse
b.
Analytical
tools
c.
Campaign
management tools
4.
CRM System Failure
When CRM
systems fail, it tends to be as a result of cultural as opposed
to technological issues.
5.
The Market Share Fallacy
Increasing
market share should not be a company’s goal.
Rather, increasing share
of the right kinds of customers should be the goal.
6.
CRM is Founded on Four Tenets
a.
Customers
should be managed as important assets.
b.
Not
all customers are equally desirable.
c.
Customers
vary in their needs,
preferences, and buying behavior.
d.
By
better understanding their customers, companies can tailor their offerings
to maximize their overall value.
7.
CRM Advantage
8.
Definition
“Customer
Relationship Management is the initiation, enhancement, and maintenance of mutually
beneficial customer and partner long-term relationships
through business intelligence-generated
strategies based on the capture, storing, and analysis of information
gathered from all customer and partner touch points and transaction processing
systems.
Baran,
Galka, Strunk
9.
Do You Want To Keep These Customers?
a.
Do
not buy frequently
b.
Buy
your products only when they are on sale
c.
Frequently
return your merchandise
d.
Complain
a lot
e.
Recommend
your company to others just like them
10.
Offensive vs. Defensive Marketing
a.
Offensive
Marketing refers to increasing your customer base.
b.
Defensive
Marketing refers to activities aimed at existing customers.
o
Defensive
Marketing has become more profitable. “Mass and Blast” is being
replaced by 1:1.
11.
Why CRM Systems are Being Used
a.
Identifying
prospects
b.
Acquiring
customers
c.
Developing
customers
d.
Cross-selling
and up-selling
e.
Managing
migration
f.
Servicing
g.
Retaining
h.
Increasing
loyalty
i.
Winning
back defectors
12.
Four Basic Step in CRM
a.
ID
your customers in detail.
b.
Differentiate
the most and least profitable.
c.
Interact.
d.
Customize
your offerings to fit each
customer’s needs.
13.
CRM Systems
Allow companies to ID and focus on their high-profit
customers while enabling companies to transform low-value customers into
higher-value ones.
14.
Retail Banks Have Realized the Following Benefits
from CRM Benefits
a.
Increase
in average products sold per customer over one year from 4.6 to 6.2
b.
3-5
percent decrease in administrative costs
c.
200
percent return on technology investment through cost reduction over one year
d.
96
percent reduction in average time for a CCC agent to refer a customer to a
branch loan office
e.
83
percent decrease in average customer info retrieval time
f.
15
percent increase in product revenue in one year
15.
A Customer Focus Can Aid Retention
a.
Annual
Defection Rates
o
Newspaper
subscriptions 66
percent
o
Residential
tree and lawn care 32 percent
o
U.S.
long distance telephone 30
percent
o
Clothing
catalogues 25 percent
o
Internet
service providers 22
percent
(Griffen and Lowenstein, 2001)
16.
Customer Retention and Profits
a.
Increase
retention 5 percent and improve profitability in net present value from 20-85
percent.
b.
It
costs five to ten times more to obtain a new customer than it does to keep an
existing one.
17.
The Objectives of CRM
a.
ID
potential customers
b.
Understand
needs
c.
Differentiate
dollars and cents
d.
Decrease
attrition
e.
Increase
usage
f.
Increase
cross usage
g.
Increase
usage of more prestigious items
h.
Increase
satisfaction
i.
Integrate
marketing and sales throughout channels
j.
Improve
campaign management
k.
Increase
referrals
l.
Win
back lost customers
m.
Move
customers up relationship hierarchy
o
Strangers
o
Acquaintances
o
Friends
o
Partners
18.
Multichannel Marketing
a.
Over
half of all customers in certain industries (apparel and banking) are using
multiple channels for shopping and purchasing: store, telephone, ATM/Kiosk,
catalogue, online, etc.
b.
Multiple
channel users have two to four times more to spend. In retail banking they are
25-50 percent more profitable.
19.
Customers Transact Business Through the Following
Channels
a.
Web
application
b.
Free
form e-mail
c.
Telephone
with a live agent
d.
Internet
VOIP through a live agent
e.
Text
chat with a live agent
f.
Telephone
through an interactive VRS
g.
Fax
h.
ATM/Kiosk
i.
Entering
the store or branch
20.
Which Companies Benefits Most from CRM?
a.
Companies
serving large numbers of customers through complex and frequent interactions:
o
Communications
companies
o
Retail
banks
o
Insurance
companies
o
Healthcare
organizations
o
Utilities
b.
Companies
with a steep skew
c.
Companies
in “lost for good” markets
21.
Which Companies Benefits the Least from CRM Today?
a.
Companies
that engage in minimal interactions with each customer
o
Auto
dealers
o
Government
agencies
b.
Companies
with simple transactions
o
Movie
theaters
o
Retail
stores
0 komentar:
Post a Comment