CUSTOMER RELATIONSHIP MANAGEMENT

MEDIA AND CHANNEL STRATEGY

THE PROCESS OF CRM

Comparison

THE MESSAGE

Product Atribute

Service Atribute

Consumer Value

CASE STUDY: VALUE

CASE STUDY

Value Delivery

Choose Value Provide ValueCommunicate

Value

Media and Channel

Brand

Distribution Channel

Customer

Sales Force

Direct Mail

Website

Outlet

Advertising

Social Media

Customer

Centre

DIRECT MAIL

OUTLET

Sales Force

Customer Centre

WEB

Comparison

The Rule

Different channels offer different competencies

and abilities.

Different customers have different purchasing

styles

THE IMPACT of TECHNOLOGY

Disintermediation, where changes in the current

business model or advances in technology mean

that a company no longer needs to use

intermediaries to create value for end-consumers.

Reintermediation, where changes in the current

business model or advances in technology result

in new types of intermediary that can create more

value than was possible in the previous channel

structure.

DISCUSS