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CRM strategies
Lect. Univ. Dr. Corina Pelau
Lect. Univ. Dr. Corina Pelau 2
Customer Relationship Managemnt
0. Introduction1. Definition, development and importance of CRM2. Customer satisfaction, loyalty and relationship The effect chain of CRM3. CRM strategies4. Customer orientation in the Marketing-Mix5. Customer loyalty programs and other CRM specific instruments6. Customer relationship management on the internet7. Complaint and reclamation management8. Internal Marketing Employees as contact persons in the relation with
the customer (Customer oriented structures/ departments in a company)
9. Customer data bases10. Customer value and customer evaluation methods11. Applications of customer relationship management
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Which aspects should be taken inconsideration in a CRM strategy?
Lect. Univ. Dr. Corina Pelau 4
Customer Relationship Strategy
CRM
STRATEGY
Relational objectof CRM
Target groupof CRM
Types of customerrelations
Cooperation
strategies of CRM
Intensity and timingof CRM
CRMinstruments
WHAT?
WHOM?
HOW?
WITH WHAT?
HOWOFTE
NANDWHEN?
WITH
WHOM?
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Lect. Univ. Dr. Corina Pelau 7
Relationship to whom
Questionmarkcustomers
Star customers
Selection customersRecommendation
customers
Customer valuehigh
high
low
low
Turnover
Lect. Univ. Dr. Corina Pelau 8
Relationship with what
CRM Instruments
Instruments of the Marketing Mix
Loyalty programs
Loyalty Cards
Clubs
Customer magazines
Customer Newsletter
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Lect. Univ. Dr. Corina Pelau 9
Relationship with whom(cooperation partners)
Co-branded loyalty cards
Horizontal
Vertical
Lateral
Co-branded Clubs
Producer RetailerSynergies
Information
Customer relationship strategy
Customers
Lect. Univ. Dr. Corina Pelau 10
Co-branded horizontal loyalty
programs
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Lect. Univ. Dr. Corina Pelau 11
Co-branded lateral loyalty program
Lect. Univ. Dr. Corina Pelau 12
Relationship how
Emotional relation
Economical relation
Contractual relation
Functional relation
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Timing of relationship
Intensity and Timing of a customer relation:
Determination of contact moments
Determination of contact intervals
Risks:
Not to annoy the customers with to many information
Reaction against loyalty programs
Lect. Univ. Dr. Corina Pelau 14
Timing of relationship
Example buying of car
01.07.2006 Present with the delivery of a car
01.03.2007 Mail about the checking of the car
11.05.2007 Mail with Birthday Wishes for the customer
01.07.2007 One year after the transaction: survey with the satisfactionof the customer
01.07.2008 Sending of an offer about new models
01.10.2008 Mail about checking the car and information about newproducts
.....
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Which are the principles of CRM?
Lect. Univ. Dr. Corina Pelau 16
Principles of CRM
(Source: Diller, 1995)
Idea
Interaction Integration
Information InvestmentIndividuali-
sation
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Information
About
customer behavior
About customer satisfaction
Customer loyalty
Customer value
..
Lect. Univ. Dr. Corina Pelau 18
Investmentin services
(Source: Meyer, Bluemelhuber, 2000, pg. 107-125)
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Lect. Univ. Dr. Corina Pelau 19
Investmentin services
(Source: Meyer, Bluemelhuber, 2000, pg. 107-125)
Lect. Univ. Dr. Corina Pelau 20
Investment
in communication with the customer
(Source: Henning-Thurau, 2000, pg. 127-146)
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Lect. Univ. Dr. Corina Pelau 21
Efficiency of investment
(Source: Henning-Thurau, 2000, pg. 127-146)
Lect. Univ. Dr. Corina Pelau 22
Efficiency of investment
(Source: Henning-Thurau, 2000, pg. 127-146)
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Individualization
din 5 abonamente, unu-i sigur pentru tine
Lect. Univ. Dr. Corina Pelau 24
Individualization
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Individualization
Lect. Univ. Dr. Corina Pelau 26
Integration & Interaction
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Idea
The value proposition of a company or a brand
Value proposition is a marketing statement that summarizes why aconsumer should buy a product or use a service.
Customer relationship marketing atVolkswagen
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Lect. Univ. Dr. Corina Pelau 29
Volkswagen AG
Volkswagen is the largest automobilemanufacturer in Europe
Worldwide, there are more than 36million VW cars
(Source: Chojnacki, 2000, pg. 49-58)
Lect. Univ. Dr. Corina Pelau 30
Customer analysis at VW
(Source: Chojnacki, 2000, pg. 49-58)
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Lect. Univ. Dr. Corina Pelau 31
(Source: Chojnacki, 2000, pg. 49-58)
Customer analysis at VW
Lect. Univ. Dr. Corina Pelau 32
Customer research results at VW
(Source: Chojnacki, 2000, pg. 49-58)
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Club membership program at VW
(Source: Chojnacki, 2000, pg. 49-58)
Lect. Univ. Dr. Corina Pelau 34
Loyalty program at VW
(Source: Chojnacki, 2000, pg. 49-58)
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Lect. Univ. Dr. Corina Pelau 35
VW Database
(Source: Chojnacki, 2000, pg. 49-58)
Lect. Univ. Dr. Corina Pelau 36
Customer information at VW
(Source: Chojnacki, 2000, pg. 49-58)
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Lect. Univ. Dr. Corina Pelau 37
Data base services at VW
(Source: Chojnacki, 2000, pg. 49-58)
Lect. Univ. Dr. Corina Pelau 38
Implementation of CRM
DevelopmentObjective: Adaptation and innovation
ImplementationObjective: Measures and competencies
Initial phaseObjective: Acceptance and knowledge
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Lect. Univ. Dr. Corina Pelau 39
Initial phaseAcceptance and knowledge
Transmission of information about customer orientation anf aboutthe implementation project
Making sure, that everyone understands the concept
Making sure that everyone on all management levels are ready andwilling to be involved in the project
Acceptance of implementation gaps
Desire and acceptance of change
Lect. Univ. Dr. Corina Pelau 40
Implementation
Measures and competencies
Specification of concept parts for increasing the customerorientation
Evaluation of measures and repartisation of responsabilities
Creation of implementation teams
Transformation of knowledge in know-how
Adaptation of structures
Development of sysytems
Changing of companies culture
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DevelopmentAdaptation and innovation
Adaptation of companies potential for the implemented CRMstrategy
Qualification of employees and creation of incentive- andmotivation systems
Making customer oriented thinking and acting as something usual
Combination of revolutionary and evolutionary thinking
Questions?