Francis Stevens George; GhanaCUSTOMER RELATIONSHIPMANAGEMENTCRM
WHAT IS CRM The use of Technology to manage a firms relationship with their customers Francis Stevens George; Ghana
CRM BY OTHER NAMES Permission Marketing One-to-one Marketing Francis Stevens George; Ghana Customer Intimacy Communities of Commerce
THE BASIC RELATIONSHIP RELATIONSHIP TYPES INVOLVEMENT Francis Stevens George; Ghana Communal Product Type Relationships Frequency of purchase Exchange Consumer Type Relationships Decision Process
UNDERSTANDING THE VALUE OF CRM Increases Profitability Costs of serving existing customers are lower Francis Stevens George; Ghana Existing customers are willing to pay higher prices Create value that exceeds the costs of services delivered Long Term Perspective
Francis Stevens George; GhanaCUSTOMERS RELATIONSMANAGEMENTHow to create a Plan to interact with Customers
THE START Two way Low interactivity, low communication individualization process. Francis Stevens George; Ghana Low individualization, Interactivity high interactivity Individualization High individualization, low interactivity
THE MODEL Awareness Awareness -Easy to remember name, domain name Exploration -Consistency between mother brand and internet brand Francis Stevens George; Ghana Commitment -Collateral Marketing Exploration Dissolution -Functional Features -Relationship Norms Commitment -Customer Customisation -Willingness to register -Consistent Dissolution -User Friendly Interface -Easy navigation
WHAT ARE THE CHALLENGES OFIMPLEMENTING CRM Hard to ”feel” human behaviour on the net Hard to measure or gauge motivation Francis Stevens George; Ghana People may simply give wrong data
WRAP UP CRM is about a building trust between you and your customer Francis Stevens George; Ghana Its a long term proposition Remember, not everyone wants a relationship
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