CRM: WEEK 5 (2/6 – 2/10) Last Week Highlights: Review Identification Activities Data Needed Differentiating Customers Managing Mix of Customers Differentiating Customers Based on Needs Leveraging Needs Differentiation to Build Customer Value Case Analysis Process
CRM: WEEK 5 (2/6 – 2/10) Monday (2/6) Objectives: Understanding Needs (finish Ch. 6) Needs vs. Benefits – benefit segmentation Different Customer Needs Situational Needs are dynamic/change over time Correlated with customer value Fundamental human needs are psychological No single best way/need to differentiate Just as appropriate in BTB settings.
CRM: WEEK 5 (2/6 – 2/10) Monday (2/6) Objectives: Customer Collaboration Dialogue Requirements Parties at both ends have been clearly identified All parties must be able to participate Dialogues can be controlled by anyone in the exchange Dialogues can be a change agent Dialogue should pick up where it left off Integrating across touchpoints Preferred media package (exhibit 7.6)
CRM: WEEK 5 (2/6 – 2/10) Monday (1/30) Objectives: Complaining Customers as Collaborators Encourage Best form of Relationship Learning
CRM: WEEK 5 (2/6 – 2/10) Wednesday (2/1) Objectives: Case Disscussion Background Management Problems/Issues Alternative Solutions Recommendations Lessons Learned
CRM: WEEK 5 (2/6 – 2/10) Friday (2/10) Objectives: Interactivity Tools to Build Learning Relationships e-Mail Strategies Customer Interactive Centers Permission Based Marketing Privacy Issues
CRM: WEEK 5 (2/6 – 2/10)