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CRM: WEEK 7 (2/20 – 2/24)

CRM: WEEK 7 (2/20 – 2/24). Last Week Highlights: Carnival Cruise Line Case Revenue Management vs. Customer Relationship Management CRM Across Channels Leverage CRM Across SBU’s in your Portfolio Integrated Marketing Communication vs. CRM: Opt-In vs. Opt-Out. CRM: WEEK 7 (2/20 – 2/24).

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CRM: WEEK 7 (2/20 – 2/24)

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  1. CRM: WEEK 7 (2/20 – 2/24) • Last Week Highlights: • Carnival Cruise Line Case • Revenue Management vs. Customer Relationship Management • CRM Across Channels • Leverage CRM Across SBU’s in your Portfolio • Integrated Marketing Communication vs. CRM: • Opt-In vs. Opt-Out

  2. CRM: WEEK 7 (2/20 – 2/24) • Monday (2/24) Objectives: • eMail Strategies & Protocols • mCRM – mobile opportunities • Permission Based Marketing • Opt-in vs. Opt-out • Privacy Issues • Future of Privacy

  3. CRM: WEEK 7 (2/20 – 2/24) • E Mail etiquette • Send email only to those who requested it. • Always honor opt-out requests • Confirm everything by email • Enable customers to specify their preferences • Give and you shall receive • Recognize email list is a asset to protect • Do not use rented lists • Respond to email queries promptly • Always remember the network effect

  4. CRM: WEEK 7 (2/20 – 2/24) • Customer Interaction Center • Major component of interaction strategy • Volume • Responsive • Multiple Channels • CSR – training/turnover

  5. CRM: WEEK 7 (2/20 – 2/24) • Mobile Technologies • Cell phones/PDA’s/Laptops • mCRM • Email etiquette • Permission Based Marketing Critical • Frequency/Prioritize • Security

  6. CRM: WEEK 7 (2/20 – 2/24) • Privacy • Polls showing privacy concerns at all time high????? Cookies??? • Serious debate between USA and Europe • China?? • Privacy Preferences Vary Across Individuals • RFID • TRUST TRUST TRUST TRUST

  7. CRM: WEEK 7 (2/20 – 2/24) • Wednesday’s (2/22) Objectives • Define Mass Customization • Profitable Mass Customization • Mass Customization as a Competitive Imperative • Mass Customization & Personalization

  8. CRM: WEEK 7 (2/20 – 2/24) • Identifying Customers (pg. 93) • Differentiating Customers: Profitability & Needs - LTV • Interacting with Customers: Dialogue, Integrating Across Touchpoints/Media • CUSTOMIZATION IDIC

  9. CRM: WEEK 7 (2/20 – 2/24) • Mass Customization • Different from choice • Not limited to produced goods, i.e. services & communication • CRM enables profitability (and modularity, flexible mftg., and other methods) • Dell Dell Dell • Auto Manufacturers????

  10. CRM: WEEK 7 (2/20 – 2/24) • Mass Customization: Next logical step in the evolution of business competition. • See grid pg. 267. • Customer Expectations evolving • Customizing standardized products-enhanced needs set. Not only increases customer satisfaction but builds customer relationships: Learning Relationship=>Customization

  11. CRM: WEEK 7 (2/20 – 2/24) • Friday (2/24) Objectives: • Make an A on the mid-term • Link to study guide:

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