www.astech-intermedia.

com

Customer Relationship Management

Heaven or Hype?
 CRM Jeopardy

Answer: He said, “The fastest companies

Changing Your Perspective.

in the world stay close and really love

their customers.”

Question: Who is Jason Jennings?

 CRM Jeopardy

Answer: “Everybody talks about it.

Changing Your Perspective.

Everybody thinks everyone else is doing

it, and those that are doing it are doing
it poorly.”

Question: How is CRM like high school

sex?
 CRM Jeopardy

Answer: He said, “I haven’t failed. I’ve

Changing Your Perspective.

found 10,000 ways that don’t work.”

Question: Who is Thomas Edison?

 CRM Jeopardy

Answer: He said, “You must be

Changing Your Perspective.

relevant… anything less is abuse.”

Question: Who is Tom Ratkovich?

 Why CRM?

• Lower acquisition costs

Changing Your Perspective.

• Better retention
• More revenue per customer
 What is CRM?

“CRM is a process in which a marketer

Changing Your Perspective.

proactively and ethically seeks to leverage

customer interactions to acquire, analyze and
assert relevant data for the purpose of
enhancing the quality and profitability of the
marketer’s relationship with its customers.
 What is CRM?

“CRM is a process in which a marketer

Changing Your Perspective.

proactively and ethically seeks to leverage

customer interactions to acquire, analyze and
assert relevant data for the purpose of
enhancing the quality and profitability of the
marketer’s relationship with its customers. It is
about creating win-win scenarios…they win
with value, you win with profit.”
Changing Your Perspective.

Does C + R + M =…?
 The simple reality...
Changing Your Perspective.

CR CS
M M

Common Sense Marketing

 Common Sense Marketing

“Without access to the right information,

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you can end up doing all the right things

for all the wrong people.”
 Common Sense Marketing

“Without access to the right information,

Changing Your Perspective.

you can end up doing all the right things

for all the wrong people.”
• Right people
• Right offer
• Right channel
• Right time
 How do we know what’s “right?”

• Ask
Changing Your Perspective.

• Pay attention
• Remember
• Track
 Why is this so difficult?

• Few examples of “doing it right”

Changing Your Perspective.

• Managing expectations
• Privacy issues
• Culture (product-driven v. customer-
centric)
• Short-term focus
• Everybody thinks it belongs to them
 CRM architecture
Changing Your Perspective.

Inbound
Web
Subscriber Marketing

Telephone Customer Service

Operational
Classified
Mail Transactions

Systems
Contest/Events
In Person Content
Outbound
 CRM architecture
Changing Your Perspective.

Inbound
Web Data
Subscriber Marketing Hygiene
Integratio
n The
Telephone Customer Service

Operational
Classified Data
Mail Transactions

Systems
Contest/Events Cente
In Person r
Content
Outbound
 CRM architecture
Changing Your Perspective.

Analysi
s
Inbound Tools

Web Data
Subscriber Marketing Hygiene
Integratio
n The
Telephone Customer Service

Operational
Classified Data
Mail Transactions

Systems
Contest/Events Cente
In Person r
Content
Outbound
Applications
 CRM architecture
Changing Your Perspective.

Analysi
s
Inbound Tools

Web Data
Subscriber Marketing Hygiene
Integratio
n The
Telephone Customer Service

Operational
Classified Data
Mail Transactions

Systems
Contest/Events Cente
In Person r
Content Propensity
Outbound Scores
Segmentation
Codes
Datamarts
 Is this about technology?

“CRM has gotten to be less of a marketing

Changing Your Perspective.

idea and more of a systems idea.” Michael

Mesic
 Strategic Success Factors
The Daily Tim es
Changing Your Perspective.

Data
100

80 Transactions
Demographics
60
Channel preferences
Operations 40 Intended purchases
Marketing Hygiene
20
Decision support
Technology 0 Distribution
Communication

Newspaper
Solo mail
Marriage mail
Organization
email
Culture Microzoning
Skills
Resources
Structure
 How do you sell today?

One-to-one
Changing Your Perspective.

One-to-few

One-to-many

Ignorance Segmentation Customer Relationship Management

 www.astech-intermedia.com

Best Practices
The Philadelphia Inquirer
 PNI’s marketing database

Product Sales
Changing Your Perspective.

Ad Billing Circulation

Internet Contests/Events

White Pages
Telemarketing
Dispositions
Advertiser
Data
Demographics
 PNI’s Contact Management System

• Manages outbound telemarketing efforts

Changing Your Perspective.

• Builds intelligence of individual numbers

• Transaction history
• Stop reasons
• Do-not-calls
• Classified history
• Business/fax/modem/cell phones
• Answering machines
• Demographics
 Results...

• Eliminated over 10,000,000 calls per

Changing Your Perspective.

year
• Estimated annual savings: $700,000+
 Direct mail acquisition and retention
• Direct mail communications customized by:
• Subscriber status
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• Subscription type, rate

• Classified history
• Payment plan
• Credit history
• Start/stop date
• Stop reason
• Contact history
• Demographics
• Geography
 Uniquely labeled packages
Address-Specific Delivery
with customer address

Uniquely inserted packages

Changing Your Perspective.

according to customer profile

4
3
Packages bundled in 2
delivery sequence 1
 Uniquely labeled packages
Address-Specific Delivery
with customer address

Uniquely inserted packages

Changing Your Perspective.

according to customer profile

“Our customer is our

customer’s 4
customer.” 3
Packages bundled in 2
delivery sequence 1
 CRM Jeopardy

Answer: She said, “CRM is not just about

Changing Your Perspective.

technology…it’s also about people and

process.”

Question: Who is Yasmin Namini?

(SVP/Circulation, Boston Globe)
 www.astech-intermedia.com

Thank You!