Transcript of CRM (MBA RAJAMONKKOL 2556)
- 1. 7/30/2013 1 . . .
- 2. 7/30/2013 2 What is Loyalty? Loyalty is a deeply held
commitment to re-buy or re-patronize a preferred product or service
in the future despite situational influences and marketing efforts
having the potential to cause switching behavior.
- 3. 7/30/2013 3 Philosophy of Loyalty 1.Loyalty = Relationship
(something like Dating) 2.Loyalty Points 3.Loyalty Redemption
4.Loyalty = Get more people, to buy more, more frequently, at
higher prices
- 4. 7/30/2013 4
- 5. 7/30/2013 5 PRODUCT TOTAL SOLUTION PRODUCT CENTRIC
INTERACTIVE + RELATIONSHIP TANGIBLE INTANGIBLE + SERVICE IMAGE
MARKETING EXPERIENCE MARKETING ONEWAY COMMUNICATION TWO WAY
COMMUNICATION +INTERACTION UNKNOW CUSTOMER ADDRESS CUSTOMER SINGLE
CHANNAL MULTICHANNAL SALES / INDIRECT REAL TIME FEEDBACK
- 6. 7/30/2013 6
- 7. 7/30/2013 7
- 8. 7/30/2013 8
- 9. 7/30/2013 9 ? ?? / - Win - win Strategy 2
- 10. 7/30/2013 10 FIRST TIME CUSTOMER REPEAT CUSTOMER CLIENT
SUPPORTER ADVOCATE PARTNER SUSPECTS PROSPECTS DISQUALIFIED
PROSPECT
- 11. 7/30/2013 11 MASS MARKETING 1960S SEGMENTED MARKETING 1970S
NICHE-MULTINICHE MARKETING 1980S INDIVIDUALIZED MARKETING 1990-2000
80:20 RULES OF PARETO
- 12. 7/30/2013 12 @ LEARN MORE @ SELL MORE @ MEASURE MORE @
CONNECT MORE @ DO MORE
- 13. 7/30/2013 13
- 14. 7/30/2013 14
- 15. 7/30/2013 15 CUSTOMER INTIMACY RELATIONSHIP MARKETING ONE
TO ONE MARKETING REALTIME MARKETING TECHNOLOGY ENABLE MARKETING
DATABASE MARKETING CUSTOMER RELATIONSHIP MARKETING
- 16. 7/30/2013 16
- 17. 7/30/2013 17 (CUSTIOMER VALUE)
- 18. 7/30/2013 18 1. 2. 3. CROSS- SELL / UP-SELL 4.
- 19. 7/30/2013 19 ( Integrated Relationship Management ; IRM(
Integrated Relationship Management ; IRM )) ( Internal Market ) (
Referral Market ) ( Influencer Market ) ( Employee / Recruitment
Market ) / ( Supplier / Alliance Market ) ( Customer( Customer
MarketMarket )) 4
- 20. 7/30/2013 20 1. 2. 3. 4. 5. Database 6. 7. 6
- 21. 7/30/2013 21 / / CRM
- 22. 7/30/2013 22 Product Price Place Promotion
- 23. 7/30/2013 23 6 10 91 % 65-85% k 4% 65%
- 24. 7/30/2013 24 ( SATISFACTION) 80:20 ( DATA BASE )
- 25. 7/30/2013 25
- 26. 7/30/2013 26
- 27. 7/30/2013 27 @ 25% @ 19% @ 17% @ 12% @ 10% @ 6% @ 4% @ 3% @
4%
- 28. 7/30/2013 28 How Important is Customer Experience ?How
Important is Customer Experience ?
- 29. 7/30/2013 29 Staff engagement is keyStaff engagement is
key
- 30. 7/30/2013 30 CRM 5-7 (LIFE TIME VALUE ) (DATA BASE)
- 31. 7/30/2013 31 -60 -40 -20 0 20 40 60 80 100 0 1 2 3 4 5 6 7
8 9 10 CRM () USD YEAR
- 32. 7/30/2013 32 / / 95% 50% 25% 5% CROSS SELLING UP
SELLING
- 33. 7/30/2013 33 Ways of Interactweb Face Fax Tel. email mail
How a company sees customer? Customer web Manufacturing Call Center
Support Team Sales Marketing How a customer sees company?
- 34. 7/30/2013 34 DATABASE / ELECTRONIC / / ACTION /
(CUTOMIZATION) RETENTION /
- 35. 7/30/2013 35
- 36. 7/30/2013 36 OPERATIONAL CRM ANALYTICAL CRM CONTACT POINT
CROSS MEDIA / CROSS CHANNEL
- 37. 7/30/2013 37 CRM FREQUENCY / LOYALTY PROGRAM COMMUNITY
PROGRAM CUSTOMIZATION CUSTOMER SERVICE STRUCTURE TIES
- 38. 7/30/2013 38
- 39. 7/30/2013 39 CUSTOMER LIFE TIME VALUE (CLV) ( X )
- 40. 7/30/2013 40 1. 10000 1 15 $ 3 / 85 / 95 / 100$ 3 65 /60 /
55% 2. 3 55 65 75 %
- 41. 7/30/2013 41151.30117.8074.25 (CLV)
1,513,0741,177,917742,500 335,157435,417742,500 1.441.21 ( 10%)
482,625522,500742,500 589,875783,7501,807,500 00150,000 15$/
589,875783,7501,657,500 ($) 55%60%65% ()
1,072,5001,306,2502,550,000 ($) 1009585 1 ($) 32.53 1 1 75%65%55%
3,5755,50010,000 3 2 1
- 42. 7/30/2013 42 3. 4 $ 1 20$ 4. 65 75 85% . 5. 5 8 10%
- 43. 7/30/2013 43 170.86122.570.25 (CLV)
1,708,5731,225,000742,500 483,573522,500702,500 1.441.21 ( 10%)
696,345627,000702,500 922,1551,035,5001,847,500 10,40010,0000 20$/
21,58028,00040,000 4$/ 00150,000 15$/ 890,175997,5001,657,500 ()
55%60%65% () 1,618,5001,662,5002,550,000 1009585 1 32.53 1 1
5,3957,00010,000 85%75%65% 5205000 10%8%5% 4,8756,50010,000 3 2
1
- 44. 7/30/2013 44 195,60047,0000 10,000 19.564.7-4 ( 1 )
170.86122.5070.25 151.30117.8074.25 3 2 1