Customer
Relationship
Management
Mariko Ichikawa
Kaori Hanami
Ana Sasso
Yusra Cankaya
Tsuyoshi Tateishi
A Individual buyer

A business buyer

1.Get Attention from AD or Friends

2.Get Interest
“What’s ZIP Car ? ”

3. Search
4....
Spread the good reputation !!!
A Individual buyer

campaign via social media
encourage the actual buyer to post on FB abou...
Characteristics of Zipcar
 Less

expensive
 More convenient
 More fun
Consumer behavior…
-They choose car sharing rathe...
Characteristics of Zipcar
Long-term relationship (CLV)
 Students

…want to save money

 20~30s

…buy houses

 30~50s

…...
Non-users and Zipsters
NON USER

ZIPSTER

Afraid about security;

Prefers to save money;

Prefers own car;

Are eco-friend...
CRM for non-users and Zipsters
Social Media Channels need
to be a good source of
information!
Encourage zipsters’ reviews
...
Self concepts
Corporate Customers
Founder of Twitter tweets….
“Zipcar is
one of my
favorite
ways to get
around San
Francisco.”

“We wanted
to avoid the
cost...
CRM for Business User
Acquire

• Introduce those clients voices
• Existing clients’ related companies
• Competitors of cli...
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Zipcar - Team Presentation CRM - ACP Marketing - University of California Irvine, 2013

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Zipcar - Team Presentation Customer Relationship Management (CRM) - ACP Marketing - University of California Irvine, Fall, 2013

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Zipcar - Team Presentation CRM - ACP Marketing - University of California Irvine, 2013

  1. 1. Customer Relationship Management Mariko Ichikawa Kaori Hanami Ana Sasso Yusra Cankaya Tsuyoshi Tateishi
  2. 2. A Individual buyer A business buyer 1.Get Attention from AD or Friends 2.Get Interest “What’s ZIP Car ? ” 3. Search 4. Action 2.Get interest Sales person of ZIP CAR From other company 3.Understand Be the ZIP STAR 4.Action 5. Share 5.Success Post on FB, 6.influence Searching is necessary!!
  3. 3. Spread the good reputation !!! A Individual buyer campaign via social media encourage the actual buyer to post on FB about the experience of ZIP Car. A business buyer Public Relation marketing the successful case like IKEA appear in the newspaper which a potential buyers read.
  4. 4. Characteristics of Zipcar  Less expensive  More convenient  More fun Consumer behavior… -They choose car sharing rather than owing a car. -They take public transportation, bike, walk, and carpool. -They save money for their life events like buying houses, tuitions, retirement.
  5. 5. Characteristics of Zipcar Long-term relationship (CLV)  Students …want to save money  20~30s …buy houses  30~50s …tuition for children, think about environment  50s~ …prepare for retirement Postpone owing a car Sell their cars and shift to share Use database of customers and approach by age, family structures, occupations and states
  6. 6. Non-users and Zipsters NON USER ZIPSTER Afraid about security; Prefers to save money; Prefers own car; Are eco-friendly (but not always); Don’t know about the product OR Knows the product and can give reviews on it; Know about it, but don’t trust it. It’s convenient for them. CRM
  7. 7. CRM for non-users and Zipsters Social Media Channels need to be a good source of information! Encourage zipsters’ reviews and convince non-users with them! (Affiliates program)
  8. 8. Self concepts
  9. 9. Corporate Customers
  10. 10. Founder of Twitter tweets…. “Zipcar is one of my favorite ways to get around San Francisco.” “We wanted to avoid the cost of taking taxis everywhere”
  11. 11. CRM for Business User Acquire • Introduce those clients voices • Existing clients’ related companies • Competitors of clients Enhance • Seminar / Introduction to employees of the corporate clients Retain • Use CRM software to identify and reward loyal customers in corporate clients.

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