12-CRM - Entertainment – watched MIB IV like guy in 2B...

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CRM – Customer Relationship  Marketing Objectives Build customer loyalty Increase revenue Increase profit Build customer intelligence database Increase  customer satisfaction
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CRM Key Issues Transaction database Life  time value of customer Market segmentation principles
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CRM Operationalizing Collect transaction data Collect market intelligence Analyze data Identify “best” customers Develop special marketing mix
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CRM Develop special marketing mix Profitable Marginal changes to marketing mix Slade  Flies Delta LGA – LAX every Monday Sits in 1B Likes orange juice without ice Reads the WSJ Wants breakfast after a brief nap
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CRM Slade What did not change Product Airplane – flew Boeing 757 like the guy in 37F Schedule – left 25 minutes late like guy in 34B
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Unformatted text preview: Entertainment – watched MIB IV like guy in 2B Promotion – basically received none (maybe) Distribution – had to go to LGA – delivered to LAX Price – paid $1,876 like the guy in 3A CRM What Delta Actually Does for Slade Crown Room Internet access Free booze & snacks Clean restrooms Free upgrades Double mileage – more free flights More flexible in changing flights Special number to call A little more service during calls 1 st class/medallion check in CRM Making it work Great transactional database Analyze database Determine where to draw the line in the database Determine perks Empower front line to implement Communicate database intelligence to frontline...
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This note was uploaded on 03/19/2012 for the course MAR 3023 taught by Professor Philipdowns during the Fall '12 term at Florida State College.

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12-CRM - Entertainment – watched MIB IV like guy in 2B...

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