Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian University Lamb, Hair, McDaniel Customer Relationship Management (CRM) 19 CHAPTER

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 2 Learning Outcomes Define customer relationship management Explain how to establish customer relationships within the organization Understand interactions with the current customer base Outline the process of capturing customer data LO 1 LO 2 LO 3 LO 4

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 3 Learning Outcomes Describe the use of technology to store and integrate customer data Describe how to identify the best customers Explain the process of leveraging customer information throughout the organization LO 7 LO 6 LO 5

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 4 Define customer relationship management What Is Customer Relationship Management? LO 1

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 5 LO 1 Customer Relationship Management A company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups. Customer Relationship Management

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 6 LO 1 Customer Relationship Management Strategy Link all processes of the company from its customers through its suppliers Link all processes of the company from its customers through its suppliers Foster customer-satisfying behaviors Encourage and track customer interaction with the company Organize the company around customer segments Online

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 7 LO 1 Customer Relationship Management Cycle Identify customer relationships Store and integrate customer data using IT Capture customer data based on interactions Identify best customers Understand interactions with current customer base Leverage customer information

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 8 LO 1 Implementing a CRM System Key Points: 1.Customers take center stage 2.Business must manage the customer relationship across all points of customer contact

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 9 REVIEW LEARNING OUTCOME LO 1 Customer Relationship Management

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 10 Explain how to establish customer relationships within the organization Identify Customer Relationships LO 2

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 11 Identify Customer Relationships LO 2 The company customizes its product and service offering based on data generated through interactions between the customer and the company. Customer-Centric

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 12 Identify Customer Relationships LO 2 An informal process of collecting customer data through customer comments and feedback on product or service performance. Learning

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 13 LO 2 Beyond the Book Centered on Customers Unilever and Stop & Shop teamed up to create a customer-centric promotion that was so successful, they won an award for their innovation and creativity.  Stop & Shop’s goal – get customers to make more stock-up trips, the store’s most profitable type  Unilever’s goal – get customers to buy more Unilever products per trip When asked, the customers said they’d stock up more if it were simpler to find things. So, the team built signs and made rip-off shopping lists, distributed store maps, and centrally stocked a breadth of customers’ favorite items. The result, the biggest sales spike in two years. And better yet, the team has been able to replicate the results in other stores. SOURCE: Julie Gallagher, “Stop & Shop and Unilever Share Customer-centric Plan,” Supermarket News, October 22, 2007.

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 14 Identify Customer Relationships LO 2 The process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization. Knowledge Management

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 15 Knowledge Management LO 2 Qualitative facts Customer actions Comments Experiential observations Collected Information Includes:

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 16 Empowerment LO 2 Delegation of authority to solve customers’ problems quickly— usually by the first person that the customer notifies regarding the problem. Empowerment

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 17 LO 2 Beyond the Book Empowering Employees  Training and Skill Development  Communication Development  Recognition and Rewards  Employee Growth Strategy  Compensation and Benefits Reviews  Resource and Workload Planning  Performance Appraisals  Career Planning SOURCE: Society for Human Resource Management and CRM Today

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 18 REVIEW LEARNING OUTCOME LO 2 Identifying Customer Relationships

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 19 Understand interactions with the current customer base Interactions of the Current Customer Base LO 3

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 20 Interactions of the Current Customer Base LO 3 Requested Service Channel Past Relationship Current Transaction Customer

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 21 Interactions of the Current Customer Base LO 3 Touch Points All possible areas of a business where customers communicate with that business. Point-of-Sale Interactions Point-of-Sale Interactions Communications between customers and organizations that occur at the point of sale, normally in a store. Online

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 22 REVIEW LEARNING OUTCOME LO 3 Interactions with Current Customer Base Web Point of Sale Kiosk Delivery, Installation Survey Product Registration Customer

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 23 Outline the process of capturing customer data Capture Customer Data LO 4

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 24 LO 4 Capture Customer Data Store visits Conversations with salespeople Interactions via the Web Traditional phone conversations Wireless communications Online

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 25 REVIEW LEARNING OUTCOME LO 4 Capturing Customer Data

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 26 Describe the use of technology to store and integrate customer data Store and Integrate Customer Data LO 5

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 27 REVIEW LEARNING OUTCOME LO 5 Store and Integrate Customer Data Database Compiled list Response list Data Warehouse :::::::::::::::::::::::::::::::::::::::::: \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ /////////////////////////////////////////////////////////// ~~~~~~~~~~~~~~~~~~~~~~~~~~

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 28 Describe how to identify the best customers Identifying the Best Customers LO 6

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 29 Identifying the Best Customers LO 6 Data Mining Data Mining A data analysis procedure that identifies significant patterns of variables and characteristics that pertain to particular customers or customer groups.

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 30 Data Mining LO 6  Identify and profile the best customers  Calculate their lifetime value  Predict purchasing behavior

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 31 Data Analysis LO 6 Predictive modeling Lifetime value analysis Recency-frequency-monetary analysis Customer segmentation

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 32 Recency-Frequency-Monetary Analysis LO 6 1.Identifies customers most likely to purchase again 2.Identifies and ranks “best customers” 3.Identifies most profitable customers

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 33 Biz Flix LO 6 Casino

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 34 Data Manipulation Techniques LO 6 Lifetime Value Analysis Predictive Modeling A data manipulation technique that projects the future value of the customer over a period of years. A data manipulation technique in which marketers try to determine what the odds are that some other occurrence will take place in the future.

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 35 REVIEW LEARNING OUTCOME LO 6 Identify the Best Customers

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 36 Explain the process of leveraging customer information throughout the organization Leverage Customer Information LO 7

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 37 CRM Marketing Database Applications LO 7 Campaign management Retain loyal customers Cross-selling other products and services Designing targeted marketing communications Reinforcing customer purchase decisions Inducing product trial by new customers Increasing effectiveness of distribution channel marketing Improving customer service

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 38 Campaign Management LO 7 Campaign Management Developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships.

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 39 Campaign Management LO 7 Communicating offerings in a way that enhances customer relationships Developing customized offerings for appropriate segment Pricing these offerings attractively

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 40 Retaining Loyal Customers LO 7 Loyalty programs reward loyal customers for making multiple purchases Retaining an additional 5 percent of customers increases profits by as much as 25 percent Improving customer retention by 2 percent can decrease costs by as much as 10 percent Loyalty programs provide information about customers and trends Loyalty programs provide information about customers and trends

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 41 Targeted Marketing Communications LO 7 Infrequent Users Moderate Users Heavy Users Offer direct incentives, such as a price discount Offer more reinforcement of past purchase decisions Design around loyalty and reinforcement of purchase

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 42 Increasing Effectiveness of Distribution Channel Marketing LO 7 Multichannel Marketing CRM Databases RFID technology Online

Chapter 19Copyright ©2009 Cengage Learning Inc. All rights reserved 43 REVIEW LEARNING OUTCOME LO 7 Leveraging Customer Information  Campaign management  Retaining loyal customers  Cross-selling other products  Designing targeted marketing communications  Reinforcing purchase decisions  Inducing product trial by new customers  Increasing effectiveness of distribution channel marketing  Improving customer service Marketing Information CRM Database Applications