MARK101 Tutorial 12.docx - MARK101 Tutorial 12 1 Identify ways companies collect data on you as a consumer Directly asking customers Indirectly tracking

MARK101 Tutorial 12.docx - MARK101 Tutorial 12 1 Identify...

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MARK101 Tutorial 12 1. Identify ways companies collect data on you as a consumer? - Directly asking customers - Indirectly tracking customers - Appending other sources of customer data - The most obvious places are from consumer activity on their websites and social media pages - Own customer service records to see how customers have interacted with their sales and support 2. Explain what is meant by a Customer Relationship Module AND how it can be used by marketers - Form of technology that companies use to manage and analyse customer interactions and data throughout a customers life cycle - The goals of CRM is to improve business relationships with customers, assist in customer retention and drive sales growth - CRM systems compile information on customers across sources of information e.g. websites, direct mail, campaigns, telephone conversation, social media and email - Staff can access detailed information on customers personal information, purchase history, product preferences and customer service concerns - Marketers can calculate the net promoter score as a straightforward index metric of how often a customer recommends a product to a friends, or how likely they are to do so - Customer lifetime value assesses a customers value of their lifetime as a customer. marketers
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