Master C R M 01 M K T Basics C R M


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  • Source: Rogers, E.M. (1983) Diffusion of innovations. New-York: The Free Press
  • Master C R M 01 M K T Basics C R M

    1. 1. MBis Marketing & Technology Marketing Basics
    2. 2. On our menu today <ul><li>Definition: what’s marketing ? </li></ul><ul><li>Marketing Basics </li></ul><ul><ul><li>The market place </li></ul></ul><ul><ul><li>The consumer </li></ul></ul><ul><ul><li>Strategic approaches </li></ul></ul><ul><ul><li>Brand building </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul><ul><ul><li>Some marketing golden rules </li></ul></ul><ul><li>CRM is direct marketing </li></ul><ul><li>What is CRM all about? </li></ul>
    3. 3. One of the marketing definition <ul><li>« Set of activities of a company that will insure its survival by finding the adequation between market needs and its offer of products or services » </li></ul><ul><ul><li>Needs identification of potentials consummers </li></ul></ul><ul><ul><li>Brand building, communication of the added value </li></ul></ul><ul><ul><li>Deliver </li></ul></ul><ul><ul><li>Relationship management </li></ul></ul>
    4. 4. Behaviour : Adaptive energy investment which serves to reduce the tension between internal and external world Need coincides with satisfaction (birth) Source of needs Source of satisfaction Internal world External world MARKETING Constructing a bridge of recognition for the individual between problem (need) and solution (commercial product) = SATISFACTION What is marketing all about ? PRENATAL DEVELOPMENT P ERSONNAL DEVELOPMENT
    5. 5. The market place <ul><li>Finished & open set </li></ul>New products End of availability Product life cycle New customers Customer Churn Consumption period
    6. 6. Actors on the market Company Partner Prospects C ustomer Supplier Legal & commercial environment
    7. 7. Actors on the market <ul><li>In function of the type of relationship between the actors the business model can change </li></ul><ul><ul><li>Business to Consumer </li></ul></ul><ul><ul><li>(B-to-C) </li></ul></ul><ul><ul><li>Business to Business </li></ul></ul><ul><ul><li>(B-to-B) </li></ul></ul><ul><ul><li>Business to Business to Consumer </li></ul></ul><ul><ul><li>(B-to-B-to-C) </li></ul></ul>
    8. 8. What’s the marketing mix ? <ul><li>The 4 P’s </li></ul><ul><ul><li>Product strategy </li></ul></ul><ul><ul><ul><li>The portfolio </li></ul></ul></ul><ul><ul><ul><li>Product life cycle </li></ul></ul></ul><ul><ul><li>Place strategy </li></ul></ul><ul><ul><ul><li>Distribution strategy </li></ul></ul></ul><ul><ul><ul><li>Locations / territory management </li></ul></ul></ul><ul><ul><li>Price strategy </li></ul></ul><ul><ul><li>Promotion strategy </li></ul></ul><ul><ul><ul><li>Communication strategy </li></ul></ul></ul><ul><ul><ul><li>Promotions </li></ul></ul></ul>
    9. 9. The product <ul><li>The product (or service) proposed by a company will have a life cycle </li></ul>Launch Development Saturation Death
    10. 10. The product port-folio <ul><li>The Boston Consulting Group model </li></ul>New born Prod. in development «Cash cows» «Dogs»
    11. 11. Changes on the market <ul><li>Global economy </li></ul><ul><ul><li>Threat & opportunity </li></ul></ul><ul><li>Intense competition </li></ul><ul><ul><li>Ford is dead ! </li></ul></ul><ul><ul><li>Economic elasticity increases </li></ul></ul><ul><li>Production processes are changing </li></ul><ul><ul><li>Technology driven markets </li></ul></ul><ul><ul><li>Mass customization </li></ul></ul><ul><li>New distribution and communication channels are rising </li></ul>
    12. 12. Customers on the market place <ul><li>Attidude toward new products or media </li></ul>16% Laggards 34% Late majority 34% Early majority 13,5% Early adopters 2,5% Innovators
    13. 13. Consumer behavior Environment Attention Comprehension Interpretation processes Memory Behavior Knowledge, meanings And beliefs Knowledge, meanings And beliefs Attitudes and intentions Decision making Integration processes Cognitive processes (1) (2) (3)
    14. 14. Customer evolution Source: Carré Jaune
    15. 15. Summary marketing evolution <ul><li>Product oriented </li></ul><ul><li>R & D . </li></ul><ul><li>Mass Production </li></ul><ul><li>Price </li></ul><ul><li>Advertising . </li></ul><ul><li>Sales </li></ul><ul><li>Volume </li></ul><ul><li>Market oriented </li></ul><ul><li>Market Surveys . </li></ul><ul><li>Segmentation . </li></ul><ul><li>Quality </li></ul><ul><li>Communication . </li></ul><ul><li>Distribution </li></ul><ul><li>Market Share </li></ul><ul><li>Cutomer oriented </li></ul><ul><li>Databased information </li></ul><ul><li>Mass Customization </li></ul><ul><li>Service </li></ul><ul><li>Real Time Interaction </li></ul><ul><li>Logistic </li></ul><ul><li>Customer Share </li></ul>
    16. 16. Strategic approaches Perceptual & Strategic Positionning Market segmentation Product differenciation Push Pull
    17. 17. Strategic approaches <ul><li>Whatever the « Pull » or « Push » approach, there is still an option in the focus </li></ul><ul><ul><li>The product centric </li></ul></ul><ul><ul><li>The customer centric </li></ul></ul>Push Pull Product centric Most of the time Very rare Customer centric Often New trend
    18. 18. <ul><li>B rand </li></ul><ul><li>R etention </li></ul><ul><li>A wareness </li></ul><ul><li>S egment </li></ul><ul><li>T est </li></ul><ul><li>Unless you have unlimited budget you have to find a balance </li></ul>More strategic options
    19. 19. What is a Brand? <ul><li>Brand has been called the most powerful idea in the commercial world </li></ul><ul><li>A brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. </li></ul><ul><li>Brand identity includes </li></ul><ul><ul><li>the brand idea </li></ul></ul><ul><ul><li>brand names </li></ul></ul><ul><ul><li>logos </li></ul></ul><ul><ul><li>positioning </li></ul></ul><ul><ul><li>brand associations </li></ul></ul><ul><ul><li>personality the company wants to show. </li></ul></ul>
    20. 20. Why a Brand in a on-line world? « If you launch a web site on the Internet today, it ’s like opening up a store on the North Pole - without a brand you are in serious trouble … » Gerry McGovern, CEO Nua
    21. 21. A brand name has to be... <ul><li>Easily spelled </li></ul><ul><ul><li>top priority because of e-commerce. If your customer can't spell you, they may not find you. </li></ul></ul><ul><li>Easily pronounced </li></ul><ul><ul><li>In your market language </li></ul></ul><ul><ul><li>Internationnaly (in English, Spanish, ...) </li></ul></ul><ul><li>Reflects your market objective </li></ul><ul><ul><li>attach yourself to the frontrunner's coattails and erode some of their equity (the cola wars) </li></ul></ul><ul><ul><li>boldly create your own category (Yahoo!, Amazon)? </li></ul></ul><ul><li>Carefull with new words, acronyms & initials </li></ul>
    22. 22. Key elements in brand building <ul><li>Vitality </li></ul><ul><ul><li>Differenciation: brand positionning </li></ul></ul><ul><ul><li>Relevance: perceived value(s) </li></ul></ul><ul><li>Status creates attitude </li></ul><ul><ul><li>Familiarity: </li></ul></ul><ul><ul><ul><li>frequence </li></ul></ul></ul><ul><ul><ul><li>personnalized relationship </li></ul></ul></ul><ul><ul><li>Estime: </li></ul></ul><ul><ul><ul><li>meanings & beliefs </li></ul></ul></ul><ul><ul><ul><li>knowledge & experience </li></ul></ul></ul><ul><ul><ul><li>quality of the relation </li></ul></ul></ul>
    23. 23. Sample communication plan Brand Asset Valuator Launch campaign Awareness - Differenciation 0 5 0 100 5 0 Status : Estime + Familiarity Vitality: Differenciation + Relevance Post launch year 1 Positionning + Relevance Year 2 Values Differenciation Post launch year 1 Content + Attachement Year 2 Values Relevance Source: Young & Rubicam
    24. 24. Segmentation <ul><li>Segmentation is finding the best target audience for your products or services in function of </li></ul><ul><ul><li>Your brand values </li></ul></ul><ul><ul><li>Your products or services </li></ul></ul><ul><ul><li>Your budgets </li></ul></ul><ul><ul><li>Your strategic objectives </li></ul></ul><ul><li>There is a need for segmentation because </li></ul><ul><ul><li>All consumers do not have the same needs or taste </li></ul></ul><ul><ul><li>You don’t have an unlimited marketing budget </li></ul></ul><ul><ul><li>Your role is to optimize budget allocation & results </li></ul></ul>
    25. 25. Strategy & Communication <ul><li>Strategy is about </li></ul><ul><ul><li>Define your focus </li></ul></ul><ul><ul><ul><li>« where to go » </li></ul></ul></ul><ul><ul><ul><li>Eg. branding, lotalty, … </li></ul></ul></ul><ul><ul><li>The ways to reach your objectives </li></ul></ul><ul><ul><ul><li>« the way to get there » </li></ul></ul></ul><ul><ul><ul><li>Targets, distribution channels, … </li></ul></ul></ul>« If you don’t know where to go, any road will lead you there »
    26. 26. Strategy & Communication <ul><li>Communication is about </li></ul><ul><ul><li>Make the consumers perceive your values </li></ul></ul><ul><ul><li>Make your customer understand what your company stands for </li></ul></ul><ul><ul><li>Building long term relationships </li></ul></ul>“ Advertising is a science, but the limitations of the media turned it into art ” (K. O’Connor, Doubleclick)
    27. 27. Some marketing golden rules <ul><li>THE priority is: client perception </li></ul><ul><ul><li>There is a difference between the value and the perception of this value </li></ul></ul><ul><ul><li>Perceived value depend of many variables </li></ul></ul><ul><ul><ul><li>Internal: Auto satisfaction, taste, believes … </li></ul></ul></ul><ul><ul><ul><li>External: Social “pressure”, information, … </li></ul></ul></ul><ul><ul><ul><li>Time based </li></ul></ul></ul><ul><ul><li>There is also a difference between knowledge and beliefs </li></ul></ul><ul><ul><ul><li>Knowledge is about information from previous experiences and intentionally verified information </li></ul></ul></ul><ul><ul><ul><li>Beliefs are made of unverified data, communication, heard about, word of mouth… </li></ul></ul></ul><ul><ul><li>Perception is combination of both elements </li></ul></ul><ul><li>Marketing is not made for selling bad products </li></ul>
    28. 28. Some marketing golden rules <ul><li>THE priority is: client perception </li></ul>
    29. 29. Some marketing golden rules <ul><li>A product is not a product & a service is not a service </li></ul><ul><ul><li>unless somebody needs it </li></ul></ul><ul><li>Sales precedes production </li></ul><ul><ul><li>Answer the market needs instead of offer what you produce </li></ul></ul><ul><ul><li>E.g. niche marketing </li></ul></ul>
    30. 30. Impact of different communication techniques Key advantages : Coverage Top of mind & reactivity Loyalty & relationship building Mass media Direct Marketing CRM <ul><ul><li>Cost/targeted contact </li></ul></ul><ul><ul><li>Stronger “call to action” </li></ul></ul><ul><ul><li>Personalized communication </li></ul></ul>Direct Marketing <ul><ul><li>“ top of mind” </li></ul></ul><ul><ul><li>Reactivity </li></ul></ul><ul><ul><li>Creates loyalty </li></ul></ul><ul><ul><li>Impact on image </li></ul></ul><ul><ul><li>Respons cost (ROI) </li></ul></ul>C.R.M . <ul><ul><li>Coverage </li></ul></ul><ul><ul><li>Visual communication </li></ul></ul><ul><ul><li>Cost per contact </li></ul></ul>Mass Media
    31. 31. UK & Ireland population : 63 672 903 * Sources: * ** Vogue Data: CRM vs. Mass media ? Females 25-64 years o. : 15 872 000 Class A+B : 3 763 000 Living in the region of a POS : 782 000 (London, West Midlands, Dublin) Potentially visiting POS (30%) in one year : 258 200 Clients Vogue : 199 152 issues ** (without repetitions) UK A+B class females reading Vogue : 39 489 UK A+B class females reading Vogue potentially visiting a POS : 2 709
    32. 32. Actions: CRM vs. Mass media ? Cost per contact: Mass Media 0,08 € Acquisition 0,98 € Loyalty 2,68 € Example of an ad in Vogue: One page in 199 152 exemplars is costing 15 646 € An acquisition action: 11 500 mailings has been send for a cost of 11 251 € A loyalty action : 3 000 mailings has been send for a cost of 8 052 € Cost useful contact: (targeted & near a POS) Mass Media 5,78 € Acquisition 1,22 € Loyalty 2,74 € Cost generated traffic: (In function of the reactivity of the media) Mass Media 1155 € Acquisition 138 € Loyalty 103 €
    33. 33. Marketing evolution
    34. 34. From product centric to customer centric Marketing evolution Information volume Market size Mass marketing Segments Targeted marketing Micro targets Individual Marketing
    35. 35. <ul><li>Maximarketing </li></ul><ul><ul><li>(Stan Rapp & Tom Collins) </li></ul></ul>Customer centric approaches Maximized Targeting Prospecting for your most desirable customers Maximized Media New ways to reach the customer Maximized Accountability Proving it works Maximized Awareness Appealing to the whole brain Maximized Activation Inquiries and sales promotion Maximized Synergy Double-duty advertising Maximized Linkage Encouraging interested prospects Maximized Sales Share of mind & customer database Maximized Distribution Adding new channels MaxiMarketing Model
    36. 36. <ul><li>Differential Marketing (Garth Hallberg) </li></ul><ul><ul><li>All consumers are not created equal </li></ul></ul><ul><ul><li>Differential marketing strategy </li></ul></ul><ul><ul><ul><li>Brand loyalty </li></ul></ul></ul><ul><ul><ul><li>Profits </li></ul></ul></ul>Customer centric approaches 8% 8% 8% 76% 84% 13% 3% % total U.S. Houseolds % brand volume HIGH MEDIUM LOW
    37. 37. <ul><li>One to One marketing (Peppers & Rogers) </li></ul><ul><ul><li>Identify & capitalize on customer differences </li></ul></ul><ul><ul><li>The key is customization </li></ul></ul><ul><ul><li>Build a relation </li></ul></ul><ul><ul><ul><li>interactively </li></ul></ul></ul><ul><ul><ul><li>on one to one bases </li></ul></ul></ul><ul><ul><li>Expand the “Need set” </li></ul></ul>Customer centric approaches Low High High Communication flexibility Production & logistics flexibility Customer valuations Customer needs
    38. 38. <ul><li>Customer Relationship Management </li></ul><ul><ul><li>Closed loop strategic thinking </li></ul></ul><ul><ul><ul><li>Acquire through sales </li></ul></ul></ul><ul><ul><ul><li>Retain through services </li></ul></ul></ul><ul><ul><ul><li>Identify & Attract through marketing </li></ul></ul></ul><ul><ul><li>Customer focused </li></ul></ul><ul><ul><li>Build a relation that adds value </li></ul></ul><ul><ul><li>KPI’s = Life Time Value, retention, churn, ... </li></ul></ul><ul><ul><li>Multi-channels communication </li></ul></ul><ul><ul><li>Technology integration needed </li></ul></ul>Customer centric approaches
    39. 39. <ul><li>Maximarketing </li></ul><ul><ul><li>Stan Rapp & Tom Collins </li></ul></ul><ul><li>Differential Marketing </li></ul><ul><ul><li>Garth Hallberg </li></ul></ul><ul><li>One to One marketing </li></ul><ul><ul><li>Don Peppers & Martha Rogers </li></ul></ul><ul><li>CRM </li></ul><ul><li>All are data based approaches! </li></ul>Customer centric approaches
    40. 40. All made possible by … <ul><li>Technology convergence and integration </li></ul><ul><ul><li>Computer & Networks </li></ul></ul><ul><ul><ul><li>Datawarehouse </li></ul></ul></ul><ul><ul><ul><li>Internal TCP/IP networks </li></ul></ul></ul><ul><ul><ul><li>The Web </li></ul></ul></ul><ul><ul><li>Telephony & computers </li></ul></ul><ul><ul><ul><li>CTI, ACD, … </li></ul></ul></ul><ul><ul><ul><li>Mobiles </li></ul></ul></ul><ul><ul><ul><li>Palms </li></ul></ul></ul><ul><ul><li>Cards, etc, … </li></ul></ul>
    42. 42. Direct Marketing it’s about Mentality Mission Method Marketing DB Media
    43. 43. Direct Marketing it’s about Mentality Mission Method Marketing DB Media <ul><li>Learning relationships </li></ul><ul><li>Mesure your treasure </li></ul><ul><li>Customer equity </li></ul><ul><ul><li>Efficiency = large number of contacts </li></ul></ul><ul><ul><li>Effectiveness = targeted & useful contacts transform suspects into prospects, prospects into customers </li></ul></ul>
    44. 44. Extreems <ul><li>No communication is communication </li></ul><ul><ul><li>e.g. ’s, waiting list in call centers </li></ul></ul><ul><ul><li>Affect your image </li></ul></ul><ul><ul><li>Make the consumer interpret your non communication behavior </li></ul></ul><ul><li>Over communication kills the communication </li></ul><ul><ul><li>e.g. Computer listings, insurance contracts </li></ul></ul><ul><ul><li>Blur the consumer perception </li></ul></ul><ul><ul><li>Distant the consumer from your product </li></ul></ul>
    45. 45. Direct Marketing it’s about Mentality Mission Method Marketing DB Media <ul><li>Direct RELATIONSHIP marketing </li></ul><ul><li>Direct SUPPORT marketing </li></ul><ul><li>Direct ORDER marketing </li></ul><ul><li>Brand image </li></ul>
    46. 46. Direct Marketing it’s about Mentality Mission Method Marketing DB Media <ul><li>SMART method </li></ul><ul><li>S elective targeting </li></ul><ul><li>M easurable interactions </li></ul><ul><li>A ccountable results </li></ul><ul><li>R elationship driven </li></ul><ul><li>T ailor-made promotions </li></ul>
    47. 47. M easurable interactions <ul><li>Before Direct Marketing time : </li></ul><ul><ul><li>“ I know that half the money I spend on advertising is wasted … but I can never figure out which half” (John Wanamaker) </li></ul></ul><ul><li>Today </li></ul><ul><ul><li>Technology changed the ways to measure customer reactions </li></ul></ul><ul><ul><ul><li>Cards used in POS, </li></ul></ul></ul><ul><ul><ul><li>Single source studies, </li></ul></ul></ul><ul><ul><ul><li>Clicks path on web sites, </li></ul></ul></ul><ul><ul><ul><li>Clicks on e-mail, … </li></ul></ul></ul>
    48. 48. DM is an interactive technique <ul><li>Why you should go interactive? </li></ul><ul><ul><li>Customer demand </li></ul></ul><ul><ul><li>Build relationship </li></ul></ul><ul><ul><ul><li>Loyalty & prospection </li></ul></ul></ul><ul><ul><ul><li>One to One </li></ul></ul></ul><ul><ul><ul><li>Real-Time </li></ul></ul></ul><ul><ul><li>The real world is real time ! </li></ul></ul><ul><ul><li>Need for speed </li></ul></ul><ul><ul><ul><li>In response </li></ul></ul></ul><ul><ul><ul><li>Competitive advantage </li></ul></ul></ul>
    49. 49. Direct Marketing it’s about Mentality Mission Method Marketing DB Media <ul><li>Mailings </li></ul><ul><li>Coupons in mass media </li></ul><ul><li>Cards </li></ul><ul><li>Kiosks </li></ul><ul><li>Call Center & IVR </li></ul><ul><li>Internet & Extranet </li></ul><ul><li>e-mails </li></ul><ul><li>DR-TV & Radio </li></ul><ul><li>SMS </li></ul><ul><li>Shopper surveys ... </li></ul>
    50. 50. <ul><li>Every increase in connectivity creates an increase in value. </li></ul><ul><ul><ul><li>E.g. each individual fax machine plugged in somewhere, adds value to all fax machine connected. </li></ul></ul></ul><ul><ul><li>Each new web site adds value to the whole web. Each new e-mail address ... </li></ul></ul><ul><ul><li>An additional communication channel adds value not only to the channel but also to the target. </li></ul></ul><ul><ul><ul><li>Information about communication behavior </li></ul></ul></ul><ul><ul><ul><li>“ Comm. means / Objectives” cost optimization opportunities </li></ul></ul></ul>The law of plenitude
    51. 51. Direct Marketing it’s about Mentality Mission Method Marketing DB Media <ul><li>Relevant & populated data </li></ul><ul><ul><li>Grouped all the data arround customer id </li></ul></ul><ul><li>Keeping track of all interaction </li></ul><ul><ul><li>Structure focused on marketing </li></ul></ul><ul><li>Transform data into customer knowledge </li></ul><ul><ul><li>with appropriate DBMS & tools </li></ul></ul>
    52. 52. The most strategic question Who What Where Why Buys/Calls/ Interactions Who buys what, where, when and why ?
    53. 53. Close loop thinking Data Customer Knowledge Base Action Information
    54. 54. What is CRM all about ?
    55. 55. A generic definition for CRM <ul><li>Key words in this definition </li></ul><ul><ul><li>Startegic objectives : customer satisfaction, customer profitability, new channel, productivity , … </li></ul></ul><ul><ul><li>Customer centric => impacts company’s processes </li></ul></ul><ul><ul><li>Interactions => means and mentality </li></ul></ul>Customer centric, Strategic, Cultural and Operational Initiatives concerning interactions between the company and its market to achieve strategic objectives
    56. 56. The two different time dimensions of CRM <ul><li>Customer Relationship & </li></ul><ul><li>Customer Management </li></ul><ul><li>Instant </li></ul><ul><li>Interactions </li></ul><ul><li>Customer relationship </li></ul><ul><li>Channels </li></ul><ul><li>In time </li></ul><ul><li>Customer Management </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Drivers & KPI’s </li></ul></ul>
    57. 57. CRM Strategy & Communication <ul><li>CRM is a business strategy </li></ul><ul><ul><li>Made of </li></ul></ul><ul><ul><ul><li>360° View on the customer </li></ul></ul></ul><ul><ul><ul><li>Customer centric organization & processes </li></ul></ul></ul><ul><ul><ul><li>Business objectives </li></ul></ul></ul><ul><ul><ul><ul><li>Influenced by Business drivers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Controlled with KPI’s </li></ul></ul></ul></ul><ul><ul><li>Touches all departments of the company </li></ul></ul><ul><li>Communication in CRM </li></ul><ul><ul><ul><li>Has to be interactive (bi-directional) </li></ul></ul></ul><ul><ul><ul><li>Is multi-channel </li></ul></ul></ul><ul><ul><ul><li>Has to be integrated </li></ul></ul></ul>
    58. 58. “ Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customised offers to each.” Ph. Kotler
    59. 59. CRM is a data based business process ...
    60. 60. CRM closed loop Marketing Sales Services Campaign Management & Analysis Contact & Opportunity Management Forecast & Sales Analysis Customer support Loyalty & Satisfaction Analysis Segmentation & Marketing Actions Customer database Identify & Attract Acquire Retain
    61. 61. Information technology back-bone Internal use (employees & management) Customers services Customers data Marketing Sales Partners Customers Prospects Partners portal Extranet C.R.M. Direct sales e-marketing Direct sales
    62. 62. CRM global architecture Channels Web Call center Mail Media S.F.A. Campaign Management Market place Legal environement Targets & Segments Front office Back office Supplier Partner EDI EDI ERP DSS Reporting OLAP Datamining Audit Marketing Buy Production Sales Logistics Company
    63. 63. Thanks again for your attention !
    64. 64. Annexes
    65. 65. Mailings & Coupons <ul><li>S trength </li></ul><ul><ul><li>Coverage </li></ul></ul><ul><ul><li>Low cost </li></ul></ul><ul><li>W eakness </li></ul><ul><ul><li>Slow </li></ul></ul><ul><ul><li>Needs encoding </li></ul></ul><ul><li>O pportunities </li></ul><ul><ul><li>Accessibility </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><li>T hreats </li></ul><ul><ul><li>Postal services </li></ul></ul>
    66. 66. Cards & POS <ul><li>S trength </li></ul><ul><ul><li>Source of information </li></ul></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Life Time </li></ul></ul><ul><li>W eakness </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><li>O pportunities </li></ul><ul><ul><li>Affinity marketing </li></ul></ul><ul><ul><li>New strategies: category management, RFM, Churn </li></ul></ul><ul><li>T hreats </li></ul><ul><ul><li>Concurrence </li></ul></ul>
    67. 67. Call Center <ul><li>S trength </li></ul><ul><ul><li>Coverage </li></ul></ul><ul><ul><li>Ease to use </li></ul></ul><ul><ul><li>Human touch </li></ul></ul><ul><ul><li>Immediate interaction </li></ul></ul><ul><li>W eakness </li></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Operators (week-days - audiotext 24h/24) </li></ul></ul><ul><li>O pportunities </li></ul><ul><ul><li>Consumer will for immediate response </li></ul></ul><ul><ul><li>Image (070, 0800, …) </li></ul></ul><ul><li>T hreats </li></ul><ul><ul><li>Disturbing (outbound) </li></ul></ul>
    68. 68. Internet & Extranet <ul><li>S trength </li></ul><ul><ul><li>Visual </li></ul></ul><ul><ul><li>Immediate interaction </li></ul></ul><ul><ul><li>World wide accessibility </li></ul></ul><ul><li>W eakness </li></ul><ul><ul><li>Coverage (in Belgium) </li></ul></ul><ul><ul><li>Confidence </li></ul></ul><ul><li>O pportunities </li></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>new way to do business (channel, mass customization, …) </li></ul></ul><ul><li>T hreats </li></ul><ul><ul><li>Overload (speed, mess, privacy, …) </li></ul></ul>
    69. 69. Interactive tools for CRM <ul><li>Marketing Intelligence = Analytical CRM </li></ul><ul><ul><li>Marketing analyses (Olap, Data Mining) </li></ul></ul><ul><ul><li>Campaign results </li></ul></ul><ul><li>Operational CRM </li></ul><ul><ul><li>Campaign Management </li></ul></ul><ul><ul><ul><li>DRTV & DRRadio spots </li></ul></ul></ul><ul><ul><ul><li>Call - Mail - Call actions </li></ul></ul></ul><ul><ul><ul><li>Web publishing, e-mailing, ... </li></ul></ul></ul><ul><ul><li>Sales Force Automation </li></ul></ul>