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Customer relationship management (CMR). Strategic marketing. Customer relationship management. What is customer Relation Management (CRM)? A company-wide business strategy designed to optimize profitability revenue customer satisfaction

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Customer relationship management (CMR)

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customer relationship management
Customer relationship management

What is customer Relation Management (CRM)?

  • A company-wide business strategy designed to optimize
    • profitability
    • revenue
    • customer satisfaction

by focusing on highly defined and precise customer groups

Concept is to treat customers as individuals rather than part of a group

customer relationship management strategy
Customer relationship management strategy
  • The company accomplishes this strategy by
    • Organizing the company around customer segments
    • Establishing and tracking customer interactions with the company
    • Fostering customer satisfying behaviors
    • Example when you login to a website like
      • Rhapsody player targets consumers who stream audio
      • Tracks their musical preferences and usage
      • Uses this information to offer special promotions & make recommendations to you specifically
customer relationship management1
Customer relationship management

CRm v. Mass Marketing

Mass marketing means using one approach & hoping it has mass appeal

CRM allows you to effectively communicate with the individual customer

customer relationship management cycle

Leverage customerinformation

Understand interactions with current customer base

Identify best customers

Capture customer data based on interactions

Customer relationship management cycle

Identify customer relationships

  • Customer relationship management seems like a simple customer service management strategy
  • It is a closed-loop system that builds relationships with customers
    • Continuous
    • No predefined starting/ending point

Store and integratecustomer data using IT

customer relationship management2
Customer Relationship Management

Bridgestone tire uses ondemand 5

  • Gathers information from P.O.S.
    • Demographic, frequency of purchases, how much they purchase, & how far they drive
  • Gathers information from all types of communication the customer has
    • How often they visit a specific store & purchasing history
  • Captures relative customer data on interactions
    • Last purchase made, does customer redeem coupons, last form of communication between customer
  • Store & integrate customer data
    • Stores customer responses from survey, warranty cards, any customer input source
  • Identify most profitable customers
    • Not all customers are the same. Focus on money makers
  • Leverage information
    • Customer data is sent to all departments of a company. Get all information to right department.
    • Send customers promotions aimed at increasing store visits & sales
customer relationship management3
Customer relationship management

CRM key points

  • Customers take center stage
  • Business must manage the customer relationship across all points of customer contact
identify customer relationships
Identify customer relationships
  • Companies have a crm system that follows a customer-centric focus or model
  • Customer centric
    • An internal management philosophy similar to the marketing concept
    • Company customizes its product & service offering based on data generated through interactions between the customer and the company
    • All company decisions and actions are a direct result of customer information
customer relationship management4
Customer relationship management
  • Companies force customers to login to websites so that they can gain access to their information & preferences
    • Take advantage of online opportunities; have to login


  • An informal process of collecting customer data through customer comments and feedback on product or service performance.
customer relationship management5
Customer relationship management

Knowledge management

  • The process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization.
  • Knowledge management involves Collecting information through:
    • Experimental observations
    • Comments
    • Customer actions
    • Qualitative facts
customer relationship management6
Customer relationship management


Delegation of authority to solve customers’ problems quickly—usually by the first person that the customer notifies regarding the problem.

  • Employees don’t have to rely on management to make decisions
  • Trusted to take care of customer without supervision
customer relationship management7
Customer relationship management


the point at which a customer and a company representative exchange information and develop learning relationships

  • Customer defines the terms of the interaction (often by preference)
  • Organization responds with products & services that meet customer needs
  • Any activity or touch point a customer has with a company (directly or indirectly) constitutes an interaction
customer relationship management8
Customer relationship Management

Touch points

All possible areas of a business where customers communicate with that business.

-- Amazon saves your searches based on login

Point of sale interactions

Communications between customers and organizations thatoccur at the point of sale, normally in a store.

-- Check out with store credit card

customer relationship management9
Customer relationship Management
  • Most common ways a company can interact with current customers
    • Web
    • Point of sale
    • Kiosk
    • Delivery, installation
    • Survey
    • Product registration
customer relationship management10
Customer relationship Management

Channel interactions

The traditional approach for acquiring customer data

The method of data collection (how information is obtained) is most important

Can include

Store visits

Conversations with sales people

Interactions via the web

Phone conversations

Wireless communications

undercover boss
Undercover boss
  • Directv
  • How do they (or could they) develop customer retionships?
  • How do they identify customer relationships?
  • Examples of interactions between a company & its customer base
  • Types of information it wants to capture
warm up
Warm up

Directv empowers its customer service representatives to offer discounts to long-established customers in order to solve a problem. This is an example of which stage of the customer relationship cycle?

  • Capturing customer data
  • Identification of customer relationship
  • Leveraging the customer information
  • Storing & integrating customer data using information technology
customer relationship management cycle1

Leverage customerinformation

Understand interactions with current customer base

Identify best customers

Capture customer data based on interactions

Customer relationship management cycle

Identify customer relationships

  • Identify customer relationships
  • Understand interactions with customer base
  • Capture customer data based on interactions
  • Store & integrate customer data using information technology
  • Identify best customers
  • Leverage customer information

Store and integratecustomer data using IT

customer relationship management11
Customer relationship Management

Data warehouse

A central warehouse of customer data collected by an organization.

Essentially it is a large computerized file of all information collected in the previous phase of the CRM process.

Takes information from a variety of databases and integrates them so that departments throughout an organization can have access to all pertinent customer data

customer relationship management12
Customer relationship Management
  • When Building a database you develop a list
    • Response list: customers who have indicated an interest in a product or service
      • Includes their name & addresses
      • Have responded to an offer at some time
    • Compiled list: created by an outside company that has collected data of potential customers
      • Gather information from telephone directories or membership rosters
      • Enhance information with census data & other public record information
customer relationship management13
Customer relationship Management
  • Goal of a company is to find your best customers
      • 80/20 Rule: 80% of your profits come from 20% of your customers
      • Goal is to identify that 20%.

Data mining

      • Identify and profile the best customers
      • Pickup on patterns & characteristics to determine trends
      • Calculate their lifetime value
      • Predict purchasing behavior
customer relationship management14
Customer relationship Management

Data mining

  • Customer segmentation
    • Break down large groups into smaller homogenous groups
  • Recency-frequency-monetary analysis (rfm)
    • Measures: recently purchased moves, frequency, & amount spent
    • Projects current value of a customer to a company
  • Lifetime value analysis (ltv)
    • Projects future value of a customer to a company
      • Explains how much it costs to acquire customers
      • Level of spending to retain customers
      • Facilitates targeting new customers
  • Predictive modeling
    • Predict when a purchase will take place
leveraging customer information
Leveraging customer information

Leveraging means designing & tailoring marketing strategies

to best appeal to identified customers

Campaign management

  • Monitoring the success of marketing strategies based on sales, orders, etc..
  • Develop customized sales for loyal customers
    • Customers that spend more, get more
    • Allows companies to store information about customers & trends

CRM Marketing

Database Applications

Reinforcing customerpurchase decisions

Campaign management

Inducing product trialby new customers

Retain loyalcustomers

Cross-selling other products and services

Increasing effectivenessof distribution channel marketing

Designing targetedmarketing communications

Improving customer service



Campaign Management

Developing customized offerings for appropriate segment

Pricing these offeringsattractively

Communicating offerings in a waythat enhances customer relationships



Retaining Loyal Customers

Retaining an additional 5 percent of customers increases profits by as much as 25 percent

Improving customer retention by 2 percent candecrease costs by as much as 10 percent

Loyalty programs reward loyal customers for making multiple purchases

Loyalty programs provide information about

customers and trends



Targeted Marketing



  • Offer direct incentives, such as a price discount
  • Offer more reinforcement of past purchase decisions


  • Design around loyalty and reinforcement of purchase




Increasing Effectiveness ofDistribution Channel Marketing

RFID technology

Multichannel Marketing

CRM Databases



review learning outcome



Leveraging Customer Information

Marketing Information

  • Campaign management
  • Retaining loyal customers
  • Cross-selling other products
  • Designing targeted marketingcommunications
  • Reinforcing purchase decisions
  • Inducing product trial by new customers
  • Increasing effectiveness of distribution channel marketing
  • Improving customer service

CRM Database