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

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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

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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 )

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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