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Strategies for implementing CRM
1. Customer: One of the most important strategies is to identify the target
customers based on the existing
business model and corporate mission.
Channel Organisation must justify which channels they should use and how well
they are using
those they have chosen.
We can design and compare an old and a new channel map. These maps show
the market
power and the channel added value.
The old map is also called “status quo map” and it identifies the
existing business channels.
The new map is called “future map” and it incorporates likely change
scenarios and new
relationships, roles, and interactions in the channel.
Once organizations have determined market power and channel value for
each existing
channel becomes a framework for strategic thinking.
Channel map comparison
Strategies for implementing CRM
Brand. Brand values strategy contributes to the companies’ ultimate goal, which is
to understand and recognize
its customers’ behaviors.
• It is all about the encapsulation of all the customers’ interactions with the
company and its products and
services. The following illustrates a successful brand:
• Brand must be “top-of-mind”, to be built based on loyal customers, emotionally,
and financially committed
to repeat purchasing
• Advertising is the key to successful brand building.
• Brand must be consumer-driven
• maintaining a High-quality relationship with long-term customers is important.
Differentiation. Products or services should be better and different on a
dimension that customers care about than those of other competitors.
Consistency. Promises made to customers should be executed precisely.
Effective communication to customers. What has been promised to the customers must
be true no matter
what happens.
CRM Eg: Coca-Cola’s ‘Friendly Twist’ campaigns
Coca-Cola launched a campaign in Colombia where
college freshmen were given Coke bottles on their
first day on campus
It does not replace the classical CRM, but is an extension to the old one, trying
to get closer to the client through blogs,
forums, social networks, searching engines, etc.
Impact of BIG DATA on CRM
• A research was done on
importance of Big data in
maintaining CRM in an
organisation.
• CRM strategies should be
enriched with a Big Data-
led business direction.
• Traditional customer data
warehouses must fuel
and be integrated with
emergent Big data
warehousing technologies.
• Organisational and process
redesign in Big Data
enabled CRM should aim to
pervasive
management and exploitation
of all kinds of data
across the firm.
ROLE OF BIG DATA in improving customer management
in different divisions of organisation.
Mc Donald’s CRM in India
1. Mc Donalds uses CRM which provides improved data capture, real time reporting,
and fast issue resolution.
2. Don’t offer any beef or pork item in India.
3. In products like Mc Veggie, Pizza McPuff etc., they use spices favoured by
Indians.
4. Soft serves and Mc shakes are eggless.
5. Offer gifts to children like Hot wheel car, Barbie doll etc
6. Actively involved in many social activities like child education, Pulse polio
association etc.
7. They have a feedback and suggestion form available at each outlet.
8. For the techno savvy customers they have an online feedback form.
9. All the upcoming product and relatedinfo are posted on their website.
10. Complementary drinks with every late order delivery after 1 min.
11. Being able to assesss retaurants by region, or even individual restaurant means
that Mc Donald’s can quickly spot potential customer relationship issues and
resolve them before they become a serious problem.
Customer relationship management and customers’ reactions
among LG appliance industries companies in Tehran
Conceptual model:
Research Instrument features:
Research Methodology:
• Gathered necessary information ,theories from the university library.
• Used standard questionnaire to gather statistical data for this research.
• Inferential statistics judged about population on the base of the result to reach
the total result.
CRM negatively impacts the quality of life of executives and may lower
motivation of employees.
Cost
Consumer Expectation
CRM actually increases customer frustration due to never-ending cycle
of consumer expectations.
Studying Impact of CRM on Firm Performance
• Firms that implement CRM systems
improve their
Hypothesis - I business process measures to a
greater degree than
firms that do not implement CRM
systems.
•138
public firms Same industry
•Announcements
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