CRM WEEK 7 220 224 Last Week Highlights
- Slides: 11
CRM: WEEK 7 (2/20 – 2/24) © Last Week Highlights: ©Carnival Cruise Line Case ©Revenue Management vs. Customer Relationship Management ©CRM Across Channels ©Leverage CRM Across SBU’s in your Portfolio ©Integrated Marketing Communication vs. CRM: ©Opt-In vs. Opt-Out
CRM: WEEK 7 (2/20 – 2/24) ©Monday (2/24) Objectives: ©e. Mail Strategies & Protocols ©m. CRM – mobile opportunities ©Permission Based Marketing ©Opt-in vs. Opt-out ©Privacy Issues ©Future of Privacy
CRM: WEEK 7 (2/20 – 2/24) © E Mail etiquette ©Send email only to those who requested it. ©Always honor opt-out requests ©Confirm everything by email ©Enable customers to specify their preferences ©Give and you shall receive ©Recognize email list is a asset to protect ©Do not use rented lists ©Respond to email queries promptly ©Always remember the network effect
CRM: WEEK 7 (2/20 – 2/24) ©Customer Interaction Center ©Major component of interaction strategy ©Volume ©Responsive ©Multiple Channels ©CSR – training/turnover
CRM: WEEK 7 (2/20 – 2/24) ©Mobile Technologies ©Cell phones/PDA’s/Laptops ©m. CRM ©Email etiquette ©Permission Based Marketing Critical ©Frequency/Prioritize ©Security
CRM: WEEK 7 (2/20 – 2/24) ©Privacy ©Polls showing privacy concerns at all time high? ? ? Cookies? ? ? ©Serious debate between USA and Europe ©China? ? ©Privacy Preferences Vary Across Individuals ©RFID ©TRUST
CRM: WEEK 7 (2/20 – 2/24) ©Wednesday’s (2/22) Objectives ©Define Mass Customization ©Profitable Mass Customization ©Mass Customization as a Competitive Imperative ©Mass Customization & Personalization
CRM: WEEK 7 (2/20 – 2/24) ©Identifying Customers (pg. 93) ©Differentiating Customers: Profitability & Needs - LTV ©Interacting with Customers: Dialogue, Integrating Across Touchpoints/Media ©CUSTOMIZATION IDIC
CRM: WEEK 7 (2/20 – 2/24) ©Mass Customization ©Different from choice ©Not limited to produced goods, i. e. services & communication ©CRM enables profitability (and modularity, flexible mftg. , and other methods) ©Dell ©Auto Manufacturers? ?
CRM: WEEK 7 (2/20 – 2/24) © Mass Customization: Next logical step in the evolution of business competition. ©See grid pg. 267. ©Customer Expectations evolving ©Customizing standardized products-enhanced needs set. Not only increases customer satisfaction but builds customer relationships: Learning Relationship=>Customization
CRM: WEEK 7 (2/20 – 2/24) ©Friday (2/24) Objectives: ©Make an A on the mid-term ©Link to study guide: ©
