CRMe Curs1

7/31/2019 CRMe Curs1

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CRM strategies

Lect. Univ. Dr. Corina Pelau

Lect. Univ. Dr. Corina Pelau 2

Customer Relationship Managemnt

0. Introduction1. Definition, development and importance of CRM2. Customer satisfaction, loyalty and relationship The effect chain of CRM3. CRM strategies4. Customer orientation in the Marketing-Mix5. Customer loyalty programs and other CRM specific instruments6. Customer relationship management on the internet7. Complaint and reclamation management8. Internal Marketing Employees as contact persons in the relation with

the customer (Customer oriented structures/ departments in a company)

9. Customer data bases10. Customer value and customer evaluation methods11. Applications of customer relationship management


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Which aspects should be taken inconsideration in a CRM strategy?


Customer Relationship Strategy

CRM

STRATEGY

Relational objectof CRM

Target groupof CRM

Types of customerrelations

Cooperation

strategies of CRM

Intensity and timingof CRM

CRMinstruments

WHAT?

WHOM?

HOW?

WITH WHAT?

HOWOFTE

NANDWHEN?

WITH

WHOM?


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Relationship to whom

Questionmarkcustomers

Star customers

Selection customersRecommendation

customers

Customer valuehigh

high

low

low

Turnover


Relationship with what

CRM Instruments

Instruments of the Marketing Mix

Loyalty programs

Loyalty Cards

Clubs

Customer magazines

Customer Newsletter


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Relationship with whom(cooperation partners)

Co-branded loyalty cards

Horizontal

Vertical

Lateral

Co-branded Clubs

Producer RetailerSynergies

Information

Customer relationship strategy

Customers


Co-branded horizontal loyalty

programs


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Co-branded lateral loyalty program


Relationship how

Emotional relation

Economical relation

Contractual relation

Functional relation


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Timing of relationship

Intensity and Timing of a customer relation:

Determination of contact moments

Determination of contact intervals

Risks:

Not to annoy the customers with to many information

Reaction against loyalty programs


Timing of relationship

Example buying of car

01.07.2006 Present with the delivery of a car

01.03.2007 Mail about the checking of the car

11.05.2007 Mail with Birthday Wishes for the customer

01.07.2007 One year after the transaction: survey with the satisfactionof the customer

01.07.2008 Sending of an offer about new models

01.10.2008 Mail about checking the car and information about newproducts

.....


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Which are the principles of CRM?


Principles of CRM

(Source: Diller, 1995)

Idea

Interaction Integration

Information InvestmentIndividuali-

sation


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Information

About

customer behavior

About customer satisfaction

Customer loyalty

Customer value

..


Investmentin services

(Source: Meyer, Bluemelhuber, 2000, pg. 107-125)


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Investmentin services

(Source: Meyer, Bluemelhuber, 2000, pg. 107-125)


Investment

in communication with the customer

(Source: Henning-Thurau, 2000, pg. 127-146)


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Efficiency of investment



Efficiency of investment



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Individualization

din 5 abonamente, unu-i sigur pentru tine


Individualization


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Individualization


Integration & Interaction


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Idea

The value proposition of a company or a brand

Value proposition is a marketing statement that summarizes why aconsumer should buy a product or use a service.

Customer relationship marketing atVolkswagen


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Volkswagen AG

Volkswagen is the largest automobilemanufacturer in Europe

Worldwide, there are more than 36million VW cars

(Source: Chojnacki, 2000, pg. 49-58)


Customer analysis at VW



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Customer analysis at VW


Customer research results at VW



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Club membership program at VW



Loyalty program at VW



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VW Database



Customer information at VW



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Data base services at VW



Implementation of CRM

DevelopmentObjective: Adaptation and innovation

ImplementationObjective: Measures and competencies

Initial phaseObjective: Acceptance and knowledge


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Initial phaseAcceptance and knowledge

Transmission of information about customer orientation anf aboutthe implementation project

Making sure, that everyone understands the concept

Making sure that everyone on all management levels are ready andwilling to be involved in the project

Acceptance of implementation gaps

Desire and acceptance of change


Implementation

Measures and competencies

Specification of concept parts for increasing the customerorientation

Evaluation of measures and repartisation of responsabilities

Creation of implementation teams

Transformation of knowledge in know-how

Adaptation of structures

Development of sysytems

Changing of companies culture


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DevelopmentAdaptation and innovation

Adaptation of companies potential for the implemented CRMstrategy

Qualification of employees and creation of incentive- andmotivation systems

Making customer oriented thinking and acting as something usual

Combination of revolutionary and evolutionary thinking

Questions?

Documents

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