341 F10 C1.2 CRM

341 F10 C1.2 CRM - Chapter 1 Part Two Customer Relationship...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 1 Part Two
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
Customer Relationship Management Building relationships by delivering satisfaction Customer Perceived Value Perceived benefits minus costs relative to competition
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dissatisfaction Delight Satisfaction
Background image of page 4
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Impact of 5% retention increase on NPV
Background image of page 6
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Loyalty Latent Loyalty Inertia (not loyalty) No Loyalty High Low High Low Behavior Attitude
Background image of page 8
Butterflies: Enjoy; Don’t Chase True Friends: Invest in, Learn from, Chase Barnacles: Divest Strangers: Learn from, Don’t Chase
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
1. Reduces the cost to acquire customers 2. Reduces the cost to serve customers 3. Helps firm identify unprofitable customers 4. Facilitates experimentation / learning 5. Helps firm measure ROMI 6. Allows the firm to focus marketing dollars
Background image of page 10
Identify Key Information Set up a system for Marketing Frequency Marketing (Promote visits, orders, sales) Permission Marketing, Web 2.0 Form Database Select the most profitable segments (long term) Friends/Captives, Butterflies Barnacles, Strangers Not all Potential Customers Should Be Served Select Customers Different customers and different market segments
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 25

341 F10 C1.2 CRM - Chapter 1 Part Two Customer Relationship...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online