Changed from one to one sales relationship towards

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changed from one-to-one sales relationship towards one-to-many-relationship (Tachilzik, 2012). The success factor of the strategy at these companies relied on generating and using customer data on a company level regardless of the ownership of this data within a company. Companies which were not able to leverage the ownership of customer data within their company could not encourage sales representatives to generate high quality customer data as input for the CRM systems. Consequently, the implementation of the CRM strategy failed as well as the automation in Marketing & Sales. During the last decade the customer data generation process at companies was more and more transferred from sales representatives towards automated generation which allowed other branches to set up CRM in their corporate strategy. Automation leads to cost reduction where campaigns allow additional sales (one-to-many communication) and new information out of the campaign results (opening rate at email campaigns, etc.). With more and more customer data the classical CRM based companies face the variety of data which enhances the customer database. Companies without access to customer data and without a CRM system either established in the market or as new market pioneers, are challenged by receiving more and more customer data. Social Media, Smartphone usage and Internet of Things are changing from one-to-many towards a many- to-many communication. Customers are talking in Social Media about brands to the community as well as to the companies directly. Companies with strong brands are having direct customer contact regardless of the established sales chains in their branches. The automotive sector as an example shows how customer data is changing a corporate strategy in these days. The new technology allows new business models, e.g. the German automotive companies BMW, Daimler and Audi are investing in enhancing their vehicles with mobile communication and combining the moving data of 2 Million vehicles with internet access in one database and managed by the new company “HERE”. Linking the local mobility information with maps allows new traffic services available in the vehicles´ navigation systems. The vehicles are sending error codes to the next car service station enabling the contacting of the driver in case of
serious errors. When self-driving cars are uses in the future, privately owned cars will be offered for carsharing and thus allow the automotive industry to target new business models and customer segments. Analyzing movement data from mobile customers allows not just to offer this service on demand but also with predictive modeling to places with high flow of traffic and potential customer contact. Supply will not only be offered to private devices but also on advertising screens near the traffic flows of potential customers.

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