1. CRM: WEEK 4 (1/30 – 2/3) Last Week Highlights:
Define and Leverage Relationship Learning
Building Trust Based Relationships
IDIC Model
Identify
Differentiate
Interact
Customize
Life Time Value of A Customer (LTV)
Identifying most valuable customers
RFM – recency, frequentcy, monetary
Operational vs. Analytical CRM definition
Marketing Automation

2. CRM: WEEK 4 (1/30 – 2/3) Monday (1/30) Objectives:
Review Identification Activities
Data Needed
Differentiating Customers
Based on Value
Future Oriented
Convergys Case
Managing Mix of Customers

3. CRM: WEEK 4 (1/30 – 2/3) Monday (1/30) Objectives:
Review Identification Activities
Customer data already collected
Get customers to identify themselves
BTB vs. BTC
Data Needed
Behavioral – matched with promo events
Attitudinal - AIO
Demographic – life stages

4. CRM: WEEK 4 (1/30 – 2/3) Monday (1/30) Objectives:
Differentiating Customers
Based on Value – current vs. potential
Future Oriented – LTV
Convergys Case – life stages
Managing Mix of Customers

5. CRM: WEEK 4 (1/30 – 2/3) Wednesday (2/1) Objectives:
Differentiating Customers Based on Needs
Leveraging Needs Differentiation to Build Customer Value
Case Analysis Process
Read Three Times
Case Brief Components

6. CRM: WEEK 4 (1/30 – 2/3) Wednesday (2/1) Objectives:
Differentiating Customers Based on Needs
Needs segmentation versus demographic
VALS
Leveraging Needs Differentiation to Build Customer Value
Customer portfolio: similar needs (demographic profile)
Monitor behavior relative to needs
Best Face Foreward

7. CRM: WEEK 4 (1/30 – 2/3) Case Analysis Process Read Three Times
First: Quick read to determine key issues in case and gain overall understanding of contest: sketch out problems/issues facing management
Second: Detailed read to find relevant information to problems/issues and begin contemplating recommendations: revise problems/issues as needed, jot down relevant background, alternatives and final recommendation
Third: Quick read to determine the “fit” of your recommendations
Case Brief Components: (see handout)

8. CRM: WEEK 4 (1/30 – 2/3) Friday (2/3) Objectives:
NO CLASS FRIDAY (2/3)