The presentation discussed how customer relationship management has evolved from mass marketing approaches to focusing on capturing individual customer data to better understand customers and target them with personalized marketing campaigns. It also outlined the steps in developing a customer relationship management strategy, from defining objectives and identifying target customers to designing tailored communications, products, and promotions.

1. CUSTOMER RELATIONSHIP MANAGEMENT

2.  Success of Corporate marketing programs is
directly proportional to
company’s ability to capture and analyze right data.
 Mass Marketing: most companies would decide on
a marketing campaign based on someone’s
interesting idea.
 Finding, entering, storing and tracking individual
customer data was out of company’s capabilities
and their budgets.

3. Identify the following:
 What competitors are doing?
 Who your target audience is?
 What price, product and promotion is going to deliver
optimum business results?
 Which media will work best?

4.  What are the business objectives?
 Do you need to generate enquiries for an
offline sales force to convert into customers?
 Does the website need to drive sales online
directly?

5.  Competitor research is vital when planning a
campaign.
 Interpreting their approach and
benchmarking their performance is a great
way of ensuring your campaign will surpass
and work harder.

6.  Do you market towards a specific gender, age or occupation?
 What media does your target customer consume?
 Are they regular Facebook users, bloggers or YouTube users
or do they surf the web visiting more traditional media
websites?
Broadcast Yourself

7.  Mass Communication.
TELEVISION ADS RADIO ADS
NEWSPAPER & MAGAZINE
BILLBOARDS MOBILE SMS

8. Online
E-NEWS LETTERS
WEB ADVERTISMENTS

9.  Campaign events
EVENT & RALLIES

10.  Volunteers:
 make sure a good portion of your volunteers
are from your targeted groups and areas…
 people who volunteer on a campaign are
more likely to tell their friends and neighbors.

11.  Identification of the prospect.
 Generation of the lead.
 Customer information capture.
 Distribution of leads to appropriate segments.
 Campaign planning.
 Campaign execution.
 Response Management.
 Refinement.
 Channel management.

13. KNOW: Understand
market & customers
TARGET: Define
market strategies
SERVICE: Retain Customers, by
loyalty programs, Services etc.
SELL: Acquire Customers
Develop marketing programs

14. 1. Define Objectives
2. Identify Customers
3. Define Communication Strategies
4. Designs / Improves products / Offers / Services / Promotions
5. Tests the impact on her decisions
6. Revises her decisions for maximum effectiveness.

16. India Airlines sent a letter to Mr. Sankar as follows:
Dear Mr.Sankar,
During the past year, you purchased and flew our services departing
from Mumbai airport and we appreciate your business. To thank you, we would
like to give you an opportunity to earn free travel and save on United.
To receive additional offers, join the Mileage Plus Email list by going
to http://email.mileageplus.com.

17.  To send this letter Indian Airlines had to determine the
following information about Mr. Sankar:
 He was a customer.
 He had flew on Indian Airlines within last year.
 He was a Mileage Plus Member. (name of loyalty program)
 He flew frequently enough to merit the letter.
 He flew frequently from Mumbai airport.

18.  Identified him with a particular promotion(marketing
campaign) that they thought would appeal him.
 Decided on the engagement media that IA thought would
capture his attention.
 Using Opt-in principle, asked Mr. Sankar for his
permission.(when they asked him to go to URL).

19. Presented by:
Dhwani Haria B(15)
Minal Gedam A(14)
Sunita Palve B(30)
Vikram More A(29)