CRM: WEEK 7 (2/20 – 2/24) Last Week Highlights: Carnival Cruise Line Case Revenue Management vs. Customer Relationship Management CRM Across Channels Leverage.

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Presentation transcript:

CRM: WEEK 7 (2/20 – 2/24) Last Week Highlights: Carnival Cruise Line Case Revenue Management vs. Customer Relationship Management CRM Across Channels Leverage CRM Across SBU’s in your Portfolio Integrated Marketing Communication vs. CRM: Opt-In vs. Opt-Out

CRM: WEEK 7 (2/20 – 2/24) Monday (2/24) Objectives: Strategies & Protocols mCRM – mobile opportunities Permission Based Marketing Opt-in vs. Opt-out Privacy Issues Future of Privacy

CRM: WEEK 7 (2/20 – 2/24) E Mail etiquette Send only to those who requested it. Always honor opt-out requests Confirm everything by Enable customers to specify their preferences Give and you shall receive Recognize list is a asset to protect Do not use rented lists Respond to queries promptly Always remember the network effect

CRM: WEEK 7 (2/20 – 2/24) Customer Interaction Center Major component of interaction strategy Volume Responsive Multiple Channels CSR – training/turnover

CRM: WEEK 7 (2/20 – 2/24) Mobile Technologies Cell phones/PDA’s/Laptops mCRM etiquette Permission Based Marketing Critical Frequency/Prioritize Security

CRM: WEEK 7 (2/20 – 2/24) Privacy Polls showing privacy concerns at all time high????? Cookies??? Serious debate between USA and Europe China?? Privacy Preferences Vary Across Individuals RFID TRUST TRUST TRUST TRUST

CRM: WEEK 7 (2/20 – 2/24) Wednesday’s (2/22) Objectives Define Mass Customization Profitable Mass Customization Mass Customization as a Competitive Imperative Mass Customization & Personalization

CRM: WEEK 7 (2/20 – 2/24) Identifying Customers (pg. 93) Differentiating Customers: Profitability & Needs - LTV Interacting with Customers: Dialogue, Integrating Across Touchpoints/Media CUSTOMIZATION IDIC

CRM: WEEK 7 (2/20 – 2/24) Mass Customization Different from choice Not limited to produced goods, i.e. services & communication CRM enables profitability (and modularity, flexible mftg., and other methods) Dell Dell Dell Auto Manufacturers????

CRM: WEEK 7 (2/20 – 2/24) Mass Customization: Next logical step in the evolution of business competition. See grid pg Customer Expectations evolving Customizing standardized products-enhanced needs set. Not only increases customer satisfaction but builds customer relationships: Learning Relationship=>Customization

CRM: WEEK 7 (2/20 – 2/24) Friday (2/24) Objectives: Make an A on the mid-term Link to study guide:

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