PaviaCRM strategy paper
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This strategy paper outlines Pavia's plan to implement a customer relationship management (CRM) system to better understand and engage their customers. Their goals are to segment customers into personas based on wants and needs, differentiate customers to encourage growth, build trusting relationships through personalized interactions, and recognize loyalty through rewards programs. Strategies include assigning managers to specific customer personas and using a new CRM database, app, and identification system along with training staff on the new technologies and processes.
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小規模システムをご利用の方に商用ジョブ管理ツールを無料でご提供しています。是非登録不要の無料ダウンロードでお試しください。
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PaviaCRM strategy paper
- 1. ~Strategy Paper~ CUSTOMER RELATIONSHIP MANAGEMENT • Ashley Goss • Brandon McNeil • Andre Sakr • John McIntosh
- 2. SITUATION ANALYSIS • Currently no CRM strategy involving technology • Staff relies on own memory for 1 to 1 strategy • Staff is made of several key players • Not a high turnover rate
- 3. VISION STATEMENT • Pavia is an art gallery combined with a European espresso bar and café with an Italian theme, and pleasantly crafted ambience. We strive to both gain and maintain relationships with all of our customers while learning more details about their wants and needs. While we want to make all of our customer’s experiences the best they can be at Pavia, we also want to ensure that our most treasured customers receive the treatment they deserve and more.
- 4. PAVIA PERSONA’S AND DEFINITIONS • Favia’s (MVC) • Drippers (MGC) • Loafers (BZ)
- 5. GOALS • Clearly identify and tag our main customer types (MVC, MGC & BZ) into easily recognizable Pavia “personas” that our staff can readily relate to using the newly designed CRM database. • Differentiate our customers into sub-categorical groups from each other based on clearly defining their wants and needs. IE: Diabetic, Gluten & other allergies Etc. in order to encourage customer growth. • Clearly define a mutually comfortable method of interaction with our customer’s that not only allows us to discover more about their specific wants and needs, but to also allow us to build a more trusting relationship with them on a 1 to 1 level. • Recognize and reward our customer’s loyalty through the use of both an electronic smartphone application and print card loyalty program. • Recognize our customer’s wants and needs to the point that we can begin to offer them a more customized product that will better suit those wants and needs in the hopes that a higher profit will be realized.
- 6. STRATEGIES • Favia’s (MVC) • Drippers (MGC) • Loafers (BZ)
- 7. 1 TO 1 MANAGEMENT • Favia’s (MVC) • Managed by Chris, Victoria, and Baristas • Drippers (MGC) • Managed by Chris, Victoria, and Baristas • Loafers (BZ) • Managed by Chris and Victoria
- 8. TECHNOLOGY • Database (Capsule CRM) • Pavia App • Identification System • Computer repair firm
- 10. ~FIN~