This document discusses the importance of personalized customer interactions and relationships in CRM strategies. It outlines some key aspects of personalization, including identifying individual customer needs and segmenting customers into groups to better tailor products and services. The document also contrasts traditional mass marketing and advertising approaches with more modern relationship-based marketing techniques that focus on engaging with customers through personalized communications and recommendations.

1. ALEXANDRA SHIBINA
OLGA BUGROVA
RDDM 3-1
IT’S THE LLIITTTTLLEE TTHHIINNGGSS TTHHAATT MMAATTTTEERR

2. a CRM strategy emphasizing personalized
interactions with customers
targeting a product or service to an individual
customer

3. Don Peppers and Martha Rogers
”The One to One Future”
 speak of managing customers
 differentiating customers
 measuring share of customer
 developing economies of scope
1) identifying customers
2) determining needs
3) learn about customers
4) customizing products

5. to get to know the
customers of a company
• to distinguish the customers
by their lifetime value
• to know them by their
priorities in needs
• segment them into more
restricted groups

6. by which communication
channel contact with the
client is best made
to personalize the product
or service to the customer
individually

7. ((cc)) VVaassiilliiyy SSttaarroossttiinn

8. Marketing is advertising
Appeals to the masses
Interrupting people to get them to pay attention
One-way: company-to-consumer
Exclusively about selling products
Advertising and PR are separate disciplines
((cc)) VVaassiilliiyy SSttaarroossttiinn

9. Marketing is more than just advertising
You are what you publish
People want authenticity
People want participation, not propaganda
PR is not about your boss seeing your company on TV!
((cc)) VVaassiilliiyy SSttaarroossttiinn

10. 1. Permission Marketing
Capturing e-mail addresses
Social media logins
the information about customers’
friends, interests, and background

11. 2. Cookie Creators
“follows” the customer
wherever he or she goes
serves your ads to the customer
on various websites throughout
the web

12. 3. Recommendation Engines
suggestions based on products in
which customers have shown an
interest in the past

13. 4. Loyalty Programs
customers are asked to sign up for
a loyalty card in order to pay lower
prices

14. 5. Big data
customers are requested for a
phone number or zip code to get
one’s mailing address in order to
send “special offers”

15. • Lets the customer know
that he or she has noticed
• Provides easy access to the
types of products the
customer has expressed
interest in