Copyright 2004 McGraw-Hill Pty Ltd PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau...
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Copyright 2004 McGraw-Hill Pty Ltd PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 17-1 Chapter Seventeen Customer Relationship Management and Marketing Research
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Transcript of Copyright 2004 McGraw-Hill Pty Ltd PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau...
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-1
Chapter SeventeenCustomer Relationship Management and Marketing Research
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-2
Learning Objectives Understand the essential elements that
comprise a customer relationship management program
Describe the relationship that exists between marketing research and customer relationship management
Understand the meaning of customer relationship management
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-3
Learning Objectives
Describe how organisations use customer information in a customer relationship management environment
Understand the role of technology in a customer relationship management program
Illustrate the process of data collection for a customer relationship management program
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-4
Introduction
Customer relationship management (CRM) and marketing research are linked in the relationship management process
CRM is the management of customer relationships based on the integration of customer information throughout the business in order to achieve maximum cash flow
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-5
Customer Interaction and Customer Knowledge
Customer interaction refers to the relationship between the business enterprise and the customer
Customer knowledge refers to the information which can be framed into ‘profiles’—which can be utilised to segment customers, tailor interactions and build robust customer relationships
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-6
The Customer Relationship Management Process
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-7
The Role of Marketing Research in CRM
What is the value of the customer segment?
What kind of relationship will add value to the enterprise’s customers (loyalty programs, preferred customer status, etc.)?
What relationship content will add value to the customer segment?
What are customers’ responses to promotions?
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-8
Strategic Use of Customer Information
Two key questions drive a CRM program; namely:
What does my customer value? What is the value of my customer?
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-9
Information Based on a Transactional Focus
CRM moves out beyond the here and now of real-time transactions with customers
CRM attempts to determine what a customer really desires, not just what they happen to buy when a desired item is not available
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-10
Enterprise-wide Approach to the Use of Information
CRM views information as something to be disseminated across every internal department within the business enterprise and with other facets of the supply chain
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-11
Technology Support of the CRM Structure
Technology is the platform for turning customer data into customer knowledge: CRM and technology work hand-in-hand to
target market segments with more precision than ever before.
CRM and technology partner to integrate and store information in a centralised database called a data warehouse.
CRM and technology become unified in the desire to mine data for maximum profitability.
CRM and technology complement each other in an unceasing effort to determine the economics of customer acquisition, retention and lifetime value.
Copyright 2004 McGraw-Hill Pty LtdPPTs t/a Marketing Research by Lukas, Hair, Bush and OrtinauSlides prepared by Tony Peloso
17-12
Data Collection in the CRM Environment
Passive DataActive DataDirected Data
