3. CRM is exactly what it says it is: A single, integrated
approach to customers and business strategy
Customers - Potential, Present, Past, Internal/External
Relationship - All customers; mutually beneficial value
Management - Time, Money, Facilities, People,
Technology, Strategy, Culture, Systems (Data Flow);
and Sales, Marketing, and Customer Service Processes
What is CRM?
4. •Acquisition Management – Targeting and
attracting high-value prospects and turning them
into first-time buyers
•Retention Management - Strengthening
relationship with current customers by increasing
value; identifying/stabilizing at-risk customers
•WinBack Management - Recovering lost
customers and rebuilding relationships
ACQUISITION,LOYALTY &
WINBACK
5. Customer Targeting,
Segmentation, and Communication
•Targeting - Those potential customers who lack experience
with your product or service
•Segmentation - Based on externally acquired data
•Communication - Directed one way, toward the prospect
6. Interdependence of The Big Three:
•Retention and Acquisition - Knowing which customers become loyal
can help target better quality prospects
•Acquisition and Retention - Knowing new customer needs helps
customize products and services for higher value
•Acquisition and WinBack - Comparing profiles of high value
prospects against lost customers can help identify best potential former
customers to recover
•
7. ● Beginning with Acquisition (New Customer) Analysis, look at -
● ¨How they were acquired
● ¨How they are being serviced
● ¨What product/service needs are driving large/frequent purchase
9. Describe ways in which
consumer media habits are
changing
Advances in technology are resulting in changing consumer behaviours patterns.
Internet enables greater capabilities for the distribution of information and media to a global audience.
–Provides instant responses.
–60.9% of respondents spend more time on the internet then using any type of media.
–Allows digital customer data and electronic customer relationship.
–Allows for creative design development, advertising, and sales to be made in one quick and easy step
10. SMS: method of target marketing for a range of market groups ranging in age from late-teens to
middle aged.
–advertising is cost effective.
–target a mobile audience
–personal
BLUETOOTH
–Free service
–Graphical
–Fast and convenient
EMAIL
–Free & convenient
–Measureable and flexible
13. ONLINE
ADVERTISEMENTS
Ad serving describes the technology and service that places
advertisements on web sites. It is normally performed either by a
Web publisher, or by a third-party ad server. These technology
companies provide software to web sites and advertisers to serve
ads, count them, choose the ads that will make the website or
advertiser most money, and monitor progress of different
advertising campaigns.
16. Business Development
Closing mutually benefitial deals with companies
that target or have access to your same
customers. Your target for this channel is not
your customer but your partner Long sale cycle (3
to 6 months, sometimes even more), but after 2
months you usually know if the deal will close
Example: Spotify and Deutsche Telekom
17. Trade Fairs
Setting up a stand on trade fairs to show and
selling your product to visitors. “Direct sales on
steroids“ – you reach many leads in a short time
It‘s also an expensive channel (registration,
travel, stand set up, employees) Examples:
Marketing agencies, development agencies,
software vendors Do your homework: lookup the
list of atendees and arrange meetings in ad
18. Display Ads / Affiliate
Marketing
Placing banner ads on other websites Campaign-
driven: you need a high ad budget (4-digit U$ to
get started), plus costs of ad design and
campaign management Different models (from
less to more attractive): CPM, CPC, CPA, CPS
Example: Online fashion stores
