Customer Relationship Management

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1 Customer Relationship Management

2 Introduction... Ed Sander 15+ years of experience in Direct Marketing, Database Marketing, CRM, On-line Marketing Pet Food, Tissue Products, Mail Order Office Supplies, Pharmaceuticals, Financial Services. (B2B & B2C) Docent Beeckestijn Business School Event Driven Marketing Accountability & Marketing Metrics Co-author & editor of Event Driven Marketing (Kluwer, 2004/06) Follow That Customer! (USA, Racom, 2010) Author of various columns & articles (publicaties.failsafe.nl) Marketing Consultant / International Volunteer for Shaanxi Western Development Foundation / VSO / Agape

Supplies, Pharmaceuticals, Financial Services.

3 Contents What is CRM? Strategy: Customer Value Customer Knowledge: Databases Customer Communication Culture & People

4 What is CRM?

5 Definition By CRM (Customer Relationship Management), we understand the implementation of a strategy whereby a company or institution attempts to optimize customer relationships in terms of customer yield and customer satisfaction. CRM is regarded as an ongoing, systematic and organizationwide activity. CRM Association, 2010.

optimize customer relationships in terms of customer yield and customer

6 6 What is CRM?

7 Path towards CRM Orientation Production Product Sales Market Person / Individual Information economy Database marketing IM of CRM Service economy Direct marketing Industrial economy Mass marketing Company as production organisation (technical & operational knowledge) Company as process orientated organisation (behaviorial data & knowledge)

marketing Industrial economy Mass marketing Company as production organisation (technical

8 Characteristics Focus on the individual customer. Increase of profit by increasing customer satisfaction. Usage of ICT in order to realise optimal and cost efficient company processes. Win-win situation with advantages for both the organisation and the customer.

Usage of ICT in order to realise optimal and cost efficient

9 What is a customer? A customer is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration. (Wikipedia) Exchange. Fulfilling of a need... Not necessarily money...

Self-realisation References Experience Chance to do something for society

10 What is a customer? Child Care & Health Care Chance to do something for society Self-realisation References Experience Chance to do something for society CSR Chance to do something for society Do Good = Feel Good Support in areas where capacity or expertise is missed Poverty alleviation Harmony

11 Elements of CRM Strategy Customer Knowledge Data Databases & Technology Analyses Customer Communication Media People Culture

12 Strategy: Customer Value

13 Customer Ladder

14 Customer Value Volunteering Hours Donations

15 Market- vs Customer Share Sales per Customer CRM Traditional Marketing Number of Customers 15

16 Marketing Programs Marketing Programs Acquisition Development Retention Member Get Member Improve Sales Reduce Costs Affinity Reactivation Cross-Sell Efficient Distribution Channel Privilige Re-Sell Efficient Communication Channels Point Programs Up-Sell

Reactivation Cross-Sell Efficient Distribution Channel

17 Customer Retention: Short term importance Break-Even Pay-back Period Credit Card Car Insurance Life Insurance 1 year 3 year 5 year Time

18 Customer Retention: Long term importance Remaining Customers Remaining Customers after 5 years At retention rate: % % 23 75% Year

19 The Loyalty Effect

20 Retention rate increases

21 Number of purchases increases

22 Average purchase price increases

23 Customer Service costs decrease

25 Why Loyalty? Recognition Service Convenience Helpfulness Information Identification Build Loyalty Retention Referral Higher Spending Lower Costs to Serve

26 Increasing customer value Acquisition Identify your target groups and develop services for and partnerships with: - Donors - Volunteers - Corporates Use word-of-mouth by existing supporters. Development Make donors donate to more programs, upgrade to a sponsorship or buy products. Find new volunteering opportunities for existing volunteers. Get them to volunteer more hours. Create new CSR proograms for existing corporate partners. Retention Frequently communicate with your donors: provide proof of success and make them feel appreciated. Reward volunteers and give them recognition. Provide pro-activity, excellent service and added value to corporations.

28 Customer Knowledge: Databases

29 Data Collection 数据采集取决于你的目标 Determine your goal 清晰的定义你的目标小组和分组 Make a clear definition of your target group and sub-groups 确定这些组织的所有相关数据 Determine all relevant data on these groups

30 独特 ID (Unique ID) 13 公司名称 (Company Name) 西安国际商务论坛 (Xi'an International Business Forum) 国家 (Country) 中国邮政编码 (Postal Code) 城市 (City) 西安区 (District) 高新区地址 (Address) 科技路 50 号金桥国际广场 A 座公司电话 (Company Phone) 公司传真 (Company Fax) 网站 (Website) 类型 (Type) 外企 (International) 商务领域 (Business Sector) Other Services (except Public Administration) 员工数 (Nr. Of Employees) 1 盈利 (Revenue) 状态 (Status) 潜在的 (Prospect) 姓 (Last Name) 王名 (First Name) 艳性别 (Gender) 女 (Female) Job Title Business Manager 电子邮箱 ( Address) laura.wang@xibf.org 语言 (Language) 座机号码 (Telephone No.) 移动电话 (Mobile Phone No.) QQ 赞助项目 (Projects Sponsored)

31 Data Collection 数据采集注意完整性但需避免多余和重读 Aim for completeness but avoid redundancy 确定正确的资源 : Determine the right sources: 可靠性 Reliability 完整性 Completeness 及时性 Up-to-dateness 数据变化 : 不断及时更新你的记录 Data changes: keep your records up-to-date

32 Data Standardisation 数据标准化用标准化的统一方式注册数据 Register data in a standardised, uniform way 优势 : Advantages: 更容易做出选择着 Selections are easier to make 报告更准确更专业 Reports are more accurate and professional 交流方式将变得更专业 Communications will be more professional

33 Try to answer these questions 试着回答这些问题 Given Name 名字 Family Name 姓 Fruit 水果 Qty 数量 Mark Takefman Apples 10 Mark Takefman Oranges 5 Ed Sander Bananas 20 Yali Zeng Apples 50 Ed Sander Coconuts 3 Jun Tian Bananas 5 选取买苹果的人 Select everybody that sells 'apples' 多少人卖香蕉?How many people sell bananas? 多少人卖水果?How many people sell fruit? 多少个椰子正在被出售 How many coconuts are being sold?

34 Try to answer these questions 试着回答这些问题 Given Name 名字 Family Name 姓 Fruit 水果 Qty 数量 Mr. Takefman Pingguo 10 Mark Oranges 5 Ed Sander Bananas & Coconuts 23 Mrs. Tian Bananas 3 Yali Zeng Apples 50 TJ Bananas 2 选取买苹果的人 Select everybody that sells 'apples' 多少人卖香蕉?How many people sell bananas? 多少人卖水果?How many people sell fruit? 多少个椰子正在被出售 How many coconuts are being sold?

35 Deduplication of Databases 删除重复数据 Laowai Database Volunteer Database Funny People Database What if Mark s address changed? 如果马克的地址变更了? People Database 名姓老外志愿者搞笑的人 Given Name Family Name Laowai Volunteer Funny Mark Takefman Yes Yes Yes

36 Deduplication of records 删除重复数据 Given Name 名 Family Name 姓 Mr. Takefman Mark Ed Sander Mrs. Tian Yali TJ Zeng Gender 性别 Family Name 姓 Given Name 名 Male Takefman Mark Male Sander Ed Female Tian Jun Female Zeng Yali

37 Procedures 程序创建一个清晰的数据库结构 : 这个结构要尽可能多的支配数据输 Set up a clear database structure: have the structure dictate data entry as much as possible 为不同类别进行类别的预先设定 Use pre-defined fields for categories

38 Procedures 程序为数据输入制定规则 ( 大写字母, 缩写 ) Define rules for data entry (capital letters, abbreviations) 如有可能, 请对系统进行语法检查 If possible have the system check the syntax ed.sander@agape.org.cn 1 2 3

39 Agape Supporter Database

40 Agape Supporter Database

41 Agape Supporter Database

43 Customer Communication

45 Why customers leave...

46 Culture & People

47 The right attitude... Who pays your salary? Word-of-mouth can be positive or negative: the average customer tells 9 people about his bad experience. Complaint handling: acknowledge, solve timely and fairly. Professionalism (training Mark). Producing quality work Be Responsible: means having the ability-to-respond Understanding the importance of communication

49 Contact Ed Sander Failsafe Marketing T E ed@failsafe.nl W

Chapter. Enterprise Business Systems

Chapter. Enterprise Business Systems Chapter 4 Enterprise Business Systems Learning Objectives Identify and give examples to illustrate the following aspects of customer relationship. Business processes supported Customer and business value