JM503 – eMarketing Week 11 e-CRM

From last week BBC – Click archiveClick archive

E-CRM Assess the relevance of the concepts of relationship, direct and database marketing marketing on the Internet; evaluate the potential of the Internet to support one-to-one marketing and the range of techniques and systems available to support dialogue with the customer over the Internet; assess the characteristics required of tools to implement one-to-one marketing.

Is CRM worthwhile? eCRM - Wallstrip Video

Questions for marketers How can the Internet be used to support the different stages of the customer lifecycle? How do I implement permission marketing? What do personalisation and mass customisation mean and how should I apply them in my marketing?

Differences between relational and transactional marketing Transactional paradigmRelational paradigm Market segmentIndividual customer Transaction durationLifetime MarginLifetime value Market shareMost valued customers and customer share Mass market broadcastDialogue and tailored communications Passive consumersEmpowered clients

CRM applications 1.Sales force automation 2.Customer service management 3.Managing the sales process 4.Campaign management 5.Analysis

CRM data Personal and profile data –Contact details –Preferences Transaction data –Sales history Communications data –Campaign history –Research / Feedback / Support queries –Contact reports (B2B)

CRM aims and focus

5Is Identification – can the customer be recognised for different channel contacts? Individualisation – can communications and products be tailored? Interaction – are communications two-way? Integration – is there a 360 degree view of the customer? Integrity – is the relationship built on trust?

Permission marketing Key concepts –Not interruption marketing –Not SPAM –Requires opt-in (online to ) –Opt-out –Learning about the customer –Initial and continued relationship is based on incentives

Mass customisation and personalisation

Online relationship building

Example – Virgin Megastores

IDIC

e-CRM tools Database Data mining Personalisation systems Outbound Inbound management Virtual communities

Tutorial next week Check Moodle for readings and research