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Titelmasterformat durch Klicken bearbeiten,Textmasterformate durch Klicken bearbeiten,Zweite Ebene,Dritte Ebene,Vierte Ebene,Fnfte Ebene,Author/Division,Page,*,Customer Relationship Management-A Winning Customer Strategy,Seminar presentation,April 2004,Agenda,Customer Relationship Management Presentation8:00-9:15,Break9:15-9:30,Case 1,SanFabianSupply Company9:30-10:30,Case 2,SoloMobile Phone Company10:30-12:00,2,Author/Division,What is CRMin your mind?,What is customer relationshipmanagement?,What does CRM bring to companies?,A survey onseniormarketing executives atFortune 1000 companiesindicates awidespread frustration about the return onCRM investments,CRM in not a technology term,but instead,a strategy driven holistic management approach,Source:BoozAllenHamilton Survey,2001,3,Author/Division,CRM isa customer-and value-based management approachto increasethe companyvalue,Customer Relationship Management isa,customer-and value-basedcompany orientation,with the goal of building up and fully benefiting from,lasting andprofitable customer relationships,through,holistic,and,individualizedmarketing,sales and service concepts,using,state-of-the-art technologies,CRM definition,Identifyingthe top customersand,exploiting,the maximumshareof their,expense budgets,Raising the,efficiency of customer management,Establishing,customer loyalty,and,lifetime relationships,Fullyexploiting,the potential,customer segments,by acquiringnew customers,Thereby increasingthecompany value,CRM objectives,4,Author/Division,Customer Relationship Management differs from classical marketingin many ways,Traditionalmarketing,Customer relationship management,Objectives,Generate sales,Createa loyal customer,Focus,Acquisitionphase,Totalcustomer life-cycle,Timeframe,Shortterm,Mediumto long term,Performanceindicators,Marketshare,sales,Shareof wallet,customer profitability,customer value,Customer knowledge,Demands fromcustomer segments,Individual preferences and needs,Product,Stand-aloneproduct,Integrationof productsand services,Price,General discounts,Pricedifferentiation onthe basis of customer loyalty,Saleschannels,Traditionalsaleschannels(multi-level),Disintermediation,multi channel management,Communication,Unidirectional communication,Interactivedialogwithcustomers and communities,24hrs./7 dayavailability,5,Author/Division,CRM isthe holistic approach to a customer-valuebasedcompany orientation four enablersset up theframe.,Create,Gain,Understand,Retain,ORGANIZATION,STRATEGY,CULTURE,CRM-Strategy,Holistic approach/top-management issue,Definition of target segmentsand customers,Value-basedprioritization,Organization,and processes,Customer-orientedstructures and processes,Customer process/touchpoint innovation,Organizational anchoringof the CRMresponsibility,TECHNOLOGY,Technology,Systemintegration,Use ofe-technologies,Selection ofsystem/technology partners,Culture andchange management,Consolidating thecustomer value orientation,Management processes andincentive systems,Continuous changemanagement and improvement processes,Customer value,CRM enablers,6,Author/Division,CRM createslasting strategiccompetitiveadvantages,Understandmarkets andcustomers,Create superiorcustomer offers,Retain profitable customers,Gainprofitablecustomers,Building upsuperior customerknowledge,Identifyingtargetsegments and developingtarget customerspecific marketing,sales andservice concepts,Focusing onthe highest-valuecustomers,Raising theentrybarriers forcompetitors by building uplasting relationships with thecustomers,Developing alearning relationshipin long-term customerrelationships,Raising theentrybarriers forcompetitorsthrough specificproduct andservice offers,Highercompetitivebarriers bycovering all sales channels,Lowering conflictpotential through,the proactive integration of the variouschannels,Raising customerscostsof changingsuppliers by covering,all needs,Create,Gain,Understand,Retain,ORGANIZATION,STRATEGY,CULTURE,TECHNOLOGY,Customer value,7,Author/Division,Marketing-Mix arecore elements of customer relationshipstrategy,Marketing-Mix,TargetMarket,product,place,price,promotion,Marketing-Mix provides adecision-making methodfor decidinghowto manage thecustomer relationship,Differentiated product targeting differentcustomer segment,Product customization:design,function,packaging,Service level,Pricestrategy:e.g.charge price premiumfor valuablecustomer segment,Payment terms,Special discounts,Selectof Marketing Communication vehicleto better reach target customer:TVads,PR,Sponsorship,Eventsfor valuable customers,VIP club,Effective channelstrategy:one-to-one visit,call center,stores,Various channel combination tomoreefficientlyservetargetcustomers,8,Author/Division,The three main application areas ofCRM,OperationalCRM,Analytical CRM,CRM,components,Collaborative CRM,campaign management,Automatically distribution,ERP-integration,Customer service,Data Mining/Data Warehouse,Purchase probability,Forecasting,Customer segmentation,Cross-selling-potential,Regional-purchase-beha
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