CRM & the New Economy

Transcription

1 CRM & the New Economy Dirk van der Laan University of Applied Sciences Windesheim School of Business & Economics Zwolle The Netherlands 1

2 2

3 Windesheim University of Applied Sciences 3

4 4

5 Windesheim University of Applied Sciences 5

6 Windesheim University of Applied Sciences 6

7 CRM & the New Economy Introduction New Economy CRM Latest Developments 7

8 IP Erasmus Mobile and Interactive Marketing, IT for Convergence Internet Marketing & ebusiness Management 8

9 IP Erasmus Mobile marketing Convergence internet marketing 9

10 New Economy Location based services Examples? 10 Platform for Music photography video navigation social media Enormous growth Convergence Internet Marketing Centaur (hybride consumer) CRM

11 Mobile phones Enormous growth #mobile = 2#tv = 3#internet, 2008 Afrika 350 million mobile phone In % mobile phones = smartphones 522 millione Chinese people can order blackberry 11

12 Aspects of the new economy Digitalization and connectivity Disintermediation and reintermediation: changes in the industrial column Customization Industry convergence Transparancy of Markets 12

13 13 Mass marketing Average customer Customer anomity Standard product Mass production Mass distribution Mass advertising Mass promotion One way message Economies of scale 1-1 marketing Individual customer Customer profile Customized market offer Customized production Individualized distribution Individualized message Individualized incentives Two way messages Economies of scale

14 Recent developments Viral marketing Experience Social Media Crowd Sourcing 14

15

16 Social Media Crowd sourcing Data mining Rating Co creation Libelle coffee Procter&Gamble Word of mouth Marketing 16

17 Crowd sourcing 17

18 How to react on the demands of the new economy??? 18

19 CRM definitie 1 CRM is the continuously and systematically creating and developing of relationships with individual customers to obtain mutual benefits. What does this mean? 19

20 CRM Customer Relationship Murder 20

21 21

22 CRM 22

23 CRM CRM comprises 3 phases: Acquiring new customers (relatively expensive!) Like going on a first date 2. Enhancing the profitability of existing customers Cross-selling Other product, complementary item Up-selling Similar product of better quality (insurance, computer) Deep-selling Selling more of the same product cup a soup (instant soup) senseo Lower the costs (self service gas station, event driven marketing) References Tupperware parties 3. Retaining profitable customers Reward agents that retain customers Reward customers that retain (State Farm insurance) Branding, loyalty programs

24 CRM 24

25 CRM 25

26 CRM R stands for recency of purchase, meaning the most recent purchasing event in your customer's invoice history. Of course recency can be applied to the most recent web site session, office visit or any other event of the customer that is measured by time. F stands for frequency, meaning the number of times that a customer has purchased from you, visited your web site or some other transaction that you are tracking. M stands for monetary value, meaning the amount of revenue the customer agrees to pay you for each order or transaction. 26

27 CRM marketing and fulfillment Campaign management Opt-in and opt-out Fulfillment structure: product delivery and question answering 27

28 Value drivers CRM improved ability to target profitable customers; improved sales force efficiency and effectiveness; individualized marketing messages; customized products and services; improved customer service efficiency & effectiveness improved pricing Ryan air 28

29 Customer lifetime value 29

30 Summary We talked about New economy CRM The latest developments 30

31 FIN KY 31