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ELC 310. Day 24. Agenda. Sixth Student Case Logistics.com A & B by Steve E-mail presentations at least 15 min before class so I may upload to web server Case studies are tied to proceeding chapters, make sure you discuss the connection

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Elc 310

ELC 310

Day 24


Agenda
Agenda

  • Sixth Student Case

    • Logistics.com A & Bby Steve

    • E-mail presentations at least 15 min before class so I may upload to web server

  • Case studies are tied to proceeding chapters, make sure you discuss the connection

  • Discussion/lecture Build a Trusting Relationship with Customer


Case study grading rubric corrected
Case study Grading rubric (corrected)

  • Grade Generation for analysis

    • Demonstrated Mastery of Case Study 35%

    • Understanding of How Case Study Fits 35%

    • Presentation effectiveness 10%

    • Quality of PowerPoint 10%

    • Ability to Engage the Class in Discussion 10%

  • 2nd round of grades will be posted Dec 12


  • Rest of schedule

    Today

    Logistics.com A & B (Steve)

    Build a Trusting Relationship with Customers

    Dec 9

    Course evaluations

    Travelocity (Randy)

    The Future of Digital Marketing

    Dec 12

    Citibank Online (Emlyn)

    Take Home Quiz #4 Assigned

    Dec 17 @ 1 PM

    Take Home Quiz #4 Due

    Written Case Study & Presentations Due

    Rest of Schedule

    ® Tony Gauvin, UMFK , 2007


    Overview
    Overview

    • Introduction

    • Trust is a process

    • CRM

    • Cross selling

    • Constant Innovation


    Introduction
    Introduction

    Understanding customer needs and behavior

    Formulate a strategy to fill needs

    Implement effectively and efficiently

    Build trusting relationship with customers

    • Theory T

      • Trust is inherent

    • Theory P

      • Relationship is adversarial


    Trust is a process
    Trust is a Process

    • Trust comes from fulfillment of a a promise

      • Does not require perfection

      • Requires honesty

    • Two phases in company/customer relationship

      • Building Trust while acquiring customers

        • Set expectations

        • Show evidence that expectations were meet for previous customers

          • 3rd party endorsements

      • Building trust after acquiring customers

        • Follow through on expectation set in customer acquisitions phase

          • Direct experiences

      • Web plays role in both phases


    CRM

    • Goal is to create loyal, profitable customers

    • Strategy that provides a company with a complete view of its customer base

      • Technology drives the strategy

    • Key outcomes

      • Increased profitability

      • Friendly interactions with customers

      • Increased communication

      • Greater market responsiveness


    Cross sell and grow relationship
    Cross Sell and Grow Relationship

    • Cross Sell

      • The sale of additional products and services to a customer

    • Once a trusting relationship is built with a customer you have an opportunity to offer other products to the customer

      • Leverage the trust

      • Better customer <> product matching


    Constant innovation
    Constant Innovation

    • CRM requires constant innovation

      • Customer needs are changing

      • Help customer move in directions the customer wished to go

    • Examples

      • GE

      • First Tech CU


    Ge aircraft engines
    GE Aircraft Engines

    • GE Aircraft Engines before

      • $11.4 Billion of $126 billion

        • 1996 Services was $1 billion

        • 2001  $5 billion

      • Sell engines at LOW prices

        • Sell 30 year of parts at high price

    • Now  reduce TCO

      • Material by the hour

      • Power by the hour

      • At the customer, for the customer


    First tech cu
    First Tech CU

    • Credit Union History

      • Initially a German idea (1864, Raiffeisenbank)

      • Made popular in North America by French Canadian Alphonse Desjardins From Québec (Caisse populaire de Lévis on 1901)

      • CU’s in US spread into New England by French Canadian immigrants

    • CU are inherently trusted due to organizational structure (owned by the depositors)

    • First Tech is a CU created by Microsoft , Intel and other high tech company employees

      • Uses on-line advisors


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