Chap004
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Chap004

on

  • 1,870 views

 

Statistics

Views

Total Views
1,870
Views on SlideShare
1,859
Embed Views
11

Actions

Likes
0
Downloads
22
Comments
0

2 Embeds 11

http://wanbk.page.tl 10
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Chap004 Presentation Transcript

  • 1. Information Drives Marketing Decision Making
    chapter 04
    PERSPECTIVES ON CUSTOMER RELATIONSHIP MANAGEMENT
    chapter 05
    MANAGING MARKETING INFORMATION
    chapter 06
    UNDERSTANDING COMPETITORS: ANALYSIS TO ACTION
    chapter 07
    UNDERSTANDING CUSTOMERS: BUSINESS TO CONSUMER MARKETS
    chapter 08
    UNDERSTANDING CUSTOMERS: BUSINESS TO BUSINESS MARKETS
    part TWO
    Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved
    McGraw-Hill/Irwin
  • 2. 04
    Perspectives on Customer Relationship Management
    4-2
  • 3. LEARNING OBJECTIVES
    Define CRM and articulate its objectives and capabilities
    Describe the CRM process cycle
    Understand the concept of customer touchpoints and why touchpoints are critical in CRM
    Distinguish customer marketing from consumer marketing, and understand why the distinction is important
    Discuss what happens when CRM fails and how to avoid potential failure
    4-3
  • 4. WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?
    Cuts across the whole business enterprise
    Is a business strategy, set of operational processes, and analytic tools
    Is enabled by technology but is not just “the software”
    Has the ultimate goal of maximizing performance of the customer side of the enterprise
    Requires a customer-centric philosophy and culture, as well as leadership and commitment to CRM from the top
    4-4
  • 5. Why CRM?
    CRM is a timely and relevant topic that ties together a number of important concepts of modern marketing management.
    CRM is an important enabler of great marketing.
    4-5
  • 6. OBJECTIVES AND CAPABILITIES OF CRM
    Customer Relationship Management (CRM): a comprehensive business model for increasing revenues and profits by focusing on customers.
    4-6
  • 7. OBJECTIVES AND CAPABILITIES OF CRM
    Ultimately, CRM has three major objectives:
    4-7
  • 8. OBJECTIVES AND CAPABILITIES OF CRM
    To accomplish these objectives requires a clear focus on product and service attributes
    4-8
  • 9. THE CRM PROCESS CYCLE
    Knowledge Discovery
    Market Planning
    Customer Interaction
    Analysis and Refinement
    4-9
  • 10. Process Cycle for CRM
    EXHIBIT 4.1
    Source: Ronald S. Swift, Accelerating Customer Relationships: Using CRM and Relationship Technologies (Upper Saddle River, NJ: Prentice Hall PTR, 2001), p. 40.
    4-10
  • 11. THE CRM PROCESS CYCLE
    Knowledge Discovery
    4-11
  • 12. CUSTOMER MARKETING VERSUS CONSUMER MARKETING
    Mass Marketing
    Consumer Marketing
    Customer Marketing
    4-12
  • 13. Marketing Evolution with Characteristics and Technology Attributes
    EXHIBIT 4.2
    Source: Ronald S. Swift, Accelerating Customer Relationships: Using CRM and Relationship Technologies (Upper Saddle River, NJ: Prentice Hall PTR, 2001), p. 38.
    4-13
  • 14. Advantages of Customer Marketing
    4-14
  • 15. CRM Facilitates a Customer-Centric Culture
    Adopting a relationship or partnership business model overall, with mutually shared rewards and risk management.
    Redefining the selling role within the firm to focus on customer business consultation and solutions.
    Increasing formalization of customer analysis processes.
    Taking a proactive leadership role in educating customers about value chain opportunities available by developing a business relationship.
    Focusing on continuous improvement principles stressing customer satisfaction and loyalty.
    4-15
  • 16. CRM Enables Transformation into a Relationship-Based Enterprise
    Customers
    Who are our customers?
    What do our customers want and expect?
    What is the value proposition of our customers?
    4-16
  • 17. CRM Enables Transformation into a Relationship-Based Enterprise
    The Relationship
    What kind of relationship do we want to build with our customers?
     How do we foster exchange of value between us and our customers?
     How do we work together and share control?
    4-17
  • 18. CRM Enables Transformation into a Relationship-Based Enterprise
    Managerial Decision Making
    Who are we and what is our value proposition?
    What do our products and brands represent to customers?
    How do we organize to move value closer to our customers?
    How do we measure and manage our performance?
    How do we increase our capacity for change?
    4-18
  • 19. WHAT HAPPENS WHEN CRM FAILS?
    4-19
  • 20. WHAT HAPPENS WHEN CRM FAILS?
    4-20
  • 21. 21
    Thank You, Please Visit Us At :
    http://wanbk.page.tl