• A survey on senior marketing executives at Fortune 1000 companies indicates a widespread frustration about the return on CRM investments
Source: Booz Allen Hamilton Survey, 2001 Author/Division
CRM objectives
• Identifying the top customers and exploiting the maximum share of their expense budgets
• Raising the efficiency of customer management
the company value
Author/Division
4
Customer Relationship Management differs from classical marketing in many ways
Objectives
Focus
Timeframe Performance indicators Customer knowledge Product
8:00-9:15 9:15-9:30 9:30-10:30 10:30-12:00
Author/Division
2
What is CRM in your mind?
• What is customer relationship management?
• What does CRM bring to companies?
CRM definition
Customer Relationship Management is a customer- and value-based company orientation with the goal of building up and fully benefiting from lasting and profitable customer relationships through holistic and individualized marketing, sales and service concepts using state-of-the-art technologies
Price
Sales channels
Communication
Traditional marketing
Customer relationship management
Generate sales
Create a loyal customer
Acquisition phase
Total customer life-cycle
CRM enablers
Technology
• System integration • Use of e-technologies • Selection of system/
technology partners
STRATEGY
Understand
Create
TECHNOLOGY
Culture and change management
"Disintermediation", multi channel management
Interactive dialog with customers and communities, 24 hrs./7 day availability
Author/Division
5
CRM is the holistic approach to a customer-value based company orientation – four enablers set up the frame ...
Short term Market share, sales Demands from customer segments
Medium to long term
Share of wallet, customer profitability,preferences and needs
Customer Relationship Management -- A Winning Customer Strategy
Seminar presentation April 2004
Agenda
• Customer Relationship Management Presentation • Break • Case 1– San Fabian Supply Company • Case 2– Solo Mobile Phone Company
• Establishing customer loyalty and "lifetime" relationships
• Fully exploiting the potential customer segments by acquiring new customers
> Thereby increasing
Stand-alone product
General discounts Traditional sales channels (multilevel) Unidirectional communication
Integration of products and services
Price differentiation on the basis of customer loyalty
CRM in not a technology term, but instead, a strategy driven holistic management approach
3
CRM is a customer- and value-based management approach to increase the company value