Traction on CRM
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Relationship marketing focuses on customer retention and satisfaction over individual sales. It involves attracting, engaging, analyzing, targeting, and building relationships with customers. The goals are to reduce customer turnover, increase loyalty, obtain new customers, and increase purchase frequency. Relationship marketing uses infrastructure, people, intelligence, and processes to implement strategies like encouraging feedback and rewarding loyalty. An example is Vue Cinemas' relationship marketing program which uses customer profiling and targeted messaging to increase sales and spending from high value customers.
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Traction on CRM
- 1. Relationship Marketing Explained Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 2. What is Relationship Marketing? It emphasises customer retention and satisfaction, rather than a dominant focus on point-of-sale transactions. (1) “ The sale merely consummates the courtship, at which point the marriage begins. The quality of the marriage determines whether there will be continued or expanded business, or troubles and divorce.” (2) Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 3. The Five Steps of Relationship Marketing Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 4. attract > engage > analyse and profile > target > build a relationship attract
- 5. attract > engage > analyse and profile > target > build a relationship engage
- 6. attract > engage > analyse and profile > target > build a relationship analyse & profile
- 7. attract > engage > analyse and profile > target > build a relationship target
- 8. attract > engage > analyse and profile > target > build a relationship build a relationship
- 11. The four pillars of Relationship Marketing Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 12. infrastructure > people > intelligence > process infrastructure
- 13. infrastructure > people > intelligence > process people
- 14. infrastructure > people > intelligence > process intelligence
- 15. infrastructure > people > intelligence > process intelligence
- 16. infrastructure > people > intelligence > process process
- 19. Relationship Marketing in action Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 23. Vue targeting – value focus Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 25. Vue deployment – email channel Initial contact or re-contact Members Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 26. Vue deployment – email channel Initial contact or re-contact Members Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
- 30. Questions? Copyright MassMedia Studios Pty Limited. Not to be copied or distributed without permission.
Editor's Notes
- Lifecycle Analysis By observing and plotting the flow of users and their interaction behaviour it is possible to map their loops of interaction with a brand. For Vue this is centred around visiting the cinema. This in itself has sub-routines or alternate cycles, that can also be valid behavioural processes. Once the cycles are mapped, key points of interaction are defined and these provide the initial touch points for communication. Communication may be triggered direct, ambient, responsive or interactive etc. Triggered messaging types Functional Triggers: are perfunctory (password notification, profile updates) and may include a series of messages such as a welcome program to a new a customer Event-based Triggers: are based on time and/or profile events; that is, communications at set time and date frequency (week, monthly statements) or according to demographic and behavioural attributes specific to a customer Transactional Triggers: usually involve commerce events to optimise on sales, cross-sell and up-sell opportunities Lifecycle Triggers: focus on key pre-determined milestones for the customer (lifestage), purchase cycle (pre-booking, registration, booking, etc) and/or stages of the educational program or campaign (pre-launch, launch, etc)