Академический Документы
Профессиональный Документы
Культура Документы
CRM
- Earlier companies focused on COST MANAGEMENT or REVENUE GENERATION -Today companies have strong customer focus
Prevalent Approaches - Production Oriented - Product Oriented - Selling Oriented - Marketing Oriented
Customer evaluation
Increased CRM
CLC Marketing
Retention Conversion Acquisition Reach CLC PHASE Maintaining Sustaining Selling Value creation Attention Capturing OBJECTIVES Loyalty Programs Segment Strategies Mass Marketing Strategies MARKETING STR
Applications of CLV
Financial aspects of RETURN ON RELATIONSHIP - Allocation of resources - Customer selection - Segmentation - Merger & Acquisition - Customer equity - Marketing campaigns
Calculating CLV
Cost of acquiring customer Periodic cost of providing service/product Retention rate Rate of discount
SLA Preparation
Identifying key service parameter. Defining service level objectives. Defining target level of each parameter. Establishing accountability for meeting these parameters levels. Establishing linkage of this parameters. To commercial reward. Defining actions and liabilities
SLA contents
Scope & Objectives. Description & service. Service level matrix. Role & responsibility of service provider. Role & responsibility of customer. Performance tracking & reporting method. Escalation procedure. Compensation in case of non-compliance.
Relationship Marketing
Revolution in IT & TELECON industry Traditional Marketing Approach - Product - Promotion - Place - Price
Customer Focus
Road to abyss
Cont.
RM in consumer segment Vs service segment In consumer durables relationships are created through brand equity, marketing communication & media. Personal contacts are rarely used. Product quality is must. RM & Service segment Effective service delivery process & personal contacts is strong tool. Customer touch point, movements of truth & customer data management are important aspects of RM. Brand building through RM.
Cont.
Levels of CRM - Operational CRM -Customer service -Promotional activities - Marketing/Sales automation Analytical CRM -Designing & executing promotional activities -Sales campaigns -MIS Supply chain management
Loyalty Management
Loyalty management is a tool for rewarding customer engagements leading to a long term relationships & improved profits The term loyalty is used to describe the post purchase behavior of customers , whether they are indulging in repeat purchase s of the same brand/service offered by an organization, over a period of time
Loyalty Programs