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Sailor Relationship Management ONR Contract #N00014-01-1-0917

Sailor Relationship Management ONR Contract #N00014-01-1-0917. Mark L. Gillenson, P.I. Trent C. Sanders, G.A. Concept Sequence. Customer Relationship Management Employee Relationship Management Sailor Relationship Management. Customer Relationship Management (CRM).

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Sailor Relationship Management ONR Contract #N00014-01-1-0917

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  1. Sailor Relationship ManagementONR Contract #N00014-01-1-0917 Mark L. Gillenson, P.I. Trent C. Sanders, G.A.

  2. Concept Sequence • Customer Relationship Management • Employee Relationship Management • Sailor Relationship Management

  3. Customer Relationship Management (CRM) • CRM and One-to-One Marketing • One-to-One Marketing: The marketing of a particular product directly to an individual based on specific information about the individual that the company has collected.

  4. A Short History of Marketing • Once upon a time, marketing was done on a personal basis. • Cars, suburbs, malls, supermarkets, department stores, superstores, etc., made personalized marketing impractical and led to segmented marketing. • Advances in information technology have made personalized or one-to-one marketing practical again, this time on a mass basis.

  5. Relevant IT Technologies • Database • Telecommunications, Internet and WWW • Point-of-Sale Devices • Decision Support and Pattern Recognition

  6. The Nature of One-to-One Marketing • Learn about the customer. • Communicate with customers on an individual basis. • Use what you have learned about the customer to target him/her for specific products.

  7. Types of Information to Gather About a Customer • “Personal Data” • Demographics • Graphic Data • Sales History • Interests/Preferences

  8. One-to-One Marketing: Approaches • Messages suggesting additional purchases. • Messages about new products, sales, etc. • Gift lists. • Reminders/automated replenishment. • “Personal dressing room.” • Web presentation differences. • Access to sales history

  9. Employee Relationship Management (ERM) • Using personal information about employees to develop a closer relationship between the company and its employees. • Major difference between CRM and ERM: • In CRM identify most valuable customers. • In ERM presumably want to cover all employees.

  10. Sailor RelationshipManagement (SRM) • “You are on a ship in the middle of the ocean and you sign on to a personalized Navy Internet web site or ‘portal’ via satellite. You identify yourself to the portal and immediately are presented with a variety of information that is tailored to your personal needs and interests.” The present study seeks to understand the kinds of personalized information that you would like to see and that generally speaking would make you happy.

  11. Justification • Morale • Retention • Many military jobs are increasingly technical. • Financial investment in sailors. • Strong competition from the civilian sector for technically trained individuals.

  12. Shipboard Internet Access • Most ships have Internet access. • Level of Internet access varies widely depending on type of ship.

  13. Survey Development • Focus Groups • Navy Counselors at their annual meeting. • USS Stephen W. Groves (FFG 29). • Interviews at Naval Support Activity Mid-South (Millington).

  14. Survey: Major Categories • Career and Training Information • Family Communications • General Interest Information • Health and Fitness Information • Job-Related Information • Military News • Shipmate News

  15. General Interest Information(Sample Categories) • Hometown news. • Favorite sports teams results. • Stock market quotes. • Weather. • Lottery results. • Movie releases. • Horoscopes.

  16. Family Communications (Sample Categories) • Family emails. • Family photos. • Family video clips. • Reminders: anniversary. • Reminders: birthday. • Reminders: upcoming leave.

  17. Shipmate News (Sample Categories) • Current or Past Shipmates: • Awards • Family News • New Assignments • Promotions • Retirements

  18. Career and Training Information (Sample Categories) • Advancement results. • Announcements of openings. • College course offerings. • Incentive/bonus/special pay offers. • Qualifications/recertifications reminders. • Rotation date reminders. • Training course offerings.

  19. Health and Fitness Information (Sample Categories) • Medical or dental appointment reminders. • Medical or dental annual exam reminders. • Fitness test information and reminders. • Health/fitness tips or news.

  20. Job-Related Information (Sample Categories) • Notification of conferences. • Evaluation input reminders. • Sailor best practices – new regulations, etc. • Parts-on-order status. • Subordinates: reminders of due dates, etc. • Technical questions.

  21. Military News (Sample Categories) • About your home port. • About your ship. • Navy news stories. • DOD news stories. • Nav News (official). • Navy Times (unofficial).

  22. The Survey • May 13-15, 2002 • San Diego Naval Base • USS Constellation (CV 64) • USS Peleliu (LHA 5) • Convenience Sample of 450 Sailors • All in the Sample Have Served at Sea

  23. Demographics • Grade: • E-2 11% • E-3 28% • E-4 35% • E-5 10% • Age: • 20-24 55% • Gender: • Male 97% • Female 3%

  24. Demographics • Marital Status: • Single 64% • Married 36% • Children Under the Age of 21? • Yes 30% • No 70% • Supervisor? • Yes 34% • No 66%

  25. Major Category Means(based on 391 usable surveys) • 1.76 Family Communications • 3.17 General Interest Information • 3.25 Career and Training Information • 3.95 Job-Related Information • 4.58 Health and Fitness Information • 5.12 Military News • 6.16 Shipmate News

  26. Major Category Ranked First(based on 391 usable surveys) • 66.5% Family Communications • 12.0% Career and Training Information • 11.0% General Interest Information • 5.6% Job-Related Information • 2.3% Health and Fitness Information • 2.0% Military News • 0.5% Shipmate News

  27. Major Category Ranked Second(based on 391 usable surveys) • 33.2% General Interest Information • 24.6% Career and Training Information • 14.1% Job-Related Information • 13.3% Family Communications • 7.9% Health and Fitness Information • 5.1% Military News • 1.8% Shipmate News

  28. Most Frequently Checked Sub-CategoriesFamily Communications (N=434) • 96.1% Family Emails • 87.8% Family Photos

  29. Most Frequently Checked Sub-CategoriesGeneral Interest Information (N=420) • 66.2% Liberty Port Information (For Upcoming Visits) • 61.2% Music Releases • 51.6% News (World Headlines) • 51.4% Movie Releases

  30. Most Frequently Checked Sub-CategoriesCareer and Training Information (N=385) • 92.0% Advancement Results Notification (for you) • 78.7% College Courses to Be Offered (PACE Announcements) • 66.0% Incentive/Bonus/Special Pay/Allowances Info, Offers • 61.6% Personnel/Pay Record: Reminder to Update

  31. Most Frequently Checked Sub-CategoriesJob-Related Information (N=317) • 80.4% Technical Questions: Answers to Technical Questions You Have Posted on the Internet Given by Sailors of Your Rate on Other Ships • 79.8% Technical Questions: Technical Questions Posted on the Internet by Sailors on Other Ships Seeking Help from You and Others of Your Rate • 75.7% Sailor Best Practices: “How to Get Things Done”, Peer-to-Peer Heads Up, (regarding new regulations involving you, etc.)

  32. Most Frequently Checked Sub-CategoriesHealth and Fitness Information (N=348) • 66.7% Health/Fitness Tips • 66.1% Physical Exam: Reminder of Your Next Scheduled Physical Exam • 65.5% Dental Appointment: Reminder • 65.0% Medical Appointment: Reminder

  33. Most Frequently Checked Sub-CategoriesMilitary News (N=348) • 79.3% About Your Home Port • 71.0% About Your Ship • 68.1% Navy Times • 62.4% About Your Battle Group

  34. Most Frequently Checked Sub-CategoriesShipmate News (N=321) • 81.6% Current Shipmates: Promotions • 72.9% Current Shipmates: Awards • 71.0% Current Shipmates: New Assignments

  35. The Effects of Demographics on Response Frequency • Family Communications • Marital Status, Age, Years on Active Duty • Career and Training Information • Grade, Age, Years on Active Duty • Job-Related Information • Grade, Age, Years on Active Duty

  36. Effects of Demographics onFamily Communications • Married sailors selected Family Communications as their Number One choice out of seven ranked categories significantly more often than single sailors. • No conclusions could be reached regarding Age and Years on Active Duty due to skewed data.

  37. Effects of Demographics onCareer and Training Information and Job-Related Information • No significant associations found regarding Grade, Age, Years on Active Duty.

  38. Write-In Suggestions • Change in status of shipboard facilities. • Countdown of days at sea. • Buddy list. • Upcoming MWR activities.

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