1. 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

2. 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.

3. 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)

4. CRM: WEEK 5 (2/6 – 2/10) Monday (1/30) Objectives:
Complaining Customers as Collaborators
Encourage
Best form of Relationship Learning

5. CRM: WEEK 5 (2/6 – 2/10) Wednesday (2/1) Objectives: Case Disscussion
Background
Management Problems/Issues
Alternative Solutions
Recommendations
Lessons Learned

6. CRM: WEEK 5 (2/6 – 2/10) Friday (2/10) Objectives:
Interactivity Tools to Build Learning Relationships
Strategies
Customer Interactive Centers
Permission Based Marketing
Privacy Issues

7. CRM: WEEK 5 (2/6 – 2/10)