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Marketing Principles and Planning

Lecture: International Master Semester 2 Summer 2011

Prof. Dr. T.Knig International Master

Customer Relationship Management An International Perspective

Prof. Dr. T.Knig International Master

Customer Relationship Management An International Perspective Presentation Topics 1. Basics f CRM Perspective and R 1 B i of CRM: P ti d Requirements i t (Christian() 2. The R l f Customer S ti f ti M 2 Th Role of C t Satisfaction Measurement within t ithi CRM (Britz, Fuchs..) 3. 3 Complaint Management: Chances within a CRM CRMEnvironment (Derich, Metz und Stass) 4. 4 Constructing Loyalty/Reward Programs (stand alone) (stand-alone) Hans Lauer et al. 5. 5 Issues in International Partnering Programs Wieda et al al. 6. Dialogue Marketing/Closed Loop Marketing Martyna et al. 7. 7 CRM T l Tools
Prof. Dr. T.Knig International Master

1. Basics o C as cs of CRM: Persepective a d e sepect e and Requirements

Prof. Dr. T.Knig International Master

Aspects to be considered
Definition d D fi i i and components of CRM f CRM as part of overall company strategy Transaction vs. relationship perspective vs Development and forms/configurations of CRM Idea of Market Segmentation Customers varying in value/Calculations of Customer Value (Customer-Lifetime-Value) Data/information basis considering data protection/differing laws on international basis Organisational requirements Forms of implementation (overview) Reasons for failed CRM projects

Prof. Dr. T.Knig International Master

2. The Role of Customer Satisfaction Measurement within CRM M t ithi

Prof. Dr. T.Knig International Master

Aspects to be considered
Definition of Customer Satisfaction (CS) Theories on CS Strength/boundaries of CS / pros and cons CS as a driver of loyalty/driver of profit International differences in measuring CS International examples of CS orientation Net-Promotor score (concept, measurement, application and evaluation) Linking CS results to CRM (segment-based or individual marketing)
Prof. Dr. T.Knig International Master

3 Complaint a ag e t Chances t 3. Co p a t Managment: C a ces within a CRM-Environment

Prof. Dr. T.Knig International Master

Aspects to be considered
Definition(s) of Complaints, voiced and unvoiced complaints V l of Complaints, complaint satisfaction Value f C l i t l i t ti f ti International Differences in Complaint Behavior and complaint handling (coherence to culture dimensions?) Effect of Complaint Handling on customer loyalty? Process of building up a complaint management Issues in International complaint management (differences between countries, challenges for countries multinationals) Industries, countries.., Different approaches required? Industries countries
Prof. Dr. T.Knig International Master

4. Constructing Loyalty/Reward Programs Co st uct g oya ty/ e a d og a s (stand-alone)

Prof. Dr. T.Knig International Master

Aspects to be considered
Forms of loyalty/reward programs y y p g Conceptual issues: Objectives, Required data base, cost, benefit, benefits to the customers (material, financial, emotional, ...) Applicability d functionalities A li bilit and f ti liti currency and value of it (internal/external view) Redemption policy Bonus- vs. status programs Bonusses/rewards (of own company, of others), material/financial, non-material, Different forms of rewards for motivating different behavior Best practices on international basis (Tesco AA M&M ) (Tesco, AA, M&M, )

Prof. Dr. T.Knig International Master

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5 ssues 5. Issues in National a d International at o a and te at o a Partnering Programs

Prof. Dr. T.Knig International Master

Aspects to be considered
Concept of partnering programs C f i Advantage/Disadvantage of Stand-alone versus partnereing p g programs/ Pros and Cons/ Suitability for certain industries? y What to contribute what to get Joint data base? Perception from the customers point of view? currency and value of it (internal/external view) Redemption policy Bonus- vs. status programs Bonusses/rewards (of own company, of others), material/financial, ( p y, ), , non-material Different forms of rewards for motivating different behaviors

Prof. Dr. T.Knig International Master

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6. Dialogue M k ti /Cl 6 Di l Marketing/Closed L d Loop M k ti Marketing

Prof. Dr. T.Knig International Master

Aspects to be considered
Definiton Planning and analyzing marketing measures, implementation, controlling, modification of measures i l t ti t lli difi ti f Personalized/segmentspecific promotions/campaigns: data based marketing, design (test and control group) marketing (testgroup), response measurement Adjusting communication measures (individual basis basis, segmentbased) Permission-based marketing considering all chanels Permission based (mail, call, email, mobile, sms marketing) Inbound- vs. Outbound Communication Sales Management and Tools
Prof. Dr. T.Knig International Master

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7. CRM-Tools 7 CRM T l

Prof. Dr. T.Knig International Master

Aspects to be considered
Typical functionalities of CRM-Tools: Customer data base, analytical CRM, campaign management, callcenter service customer self service loyalty ) service, service, loyalty, ) Market overview CRM-tools Implementation costs: examples Trends (voice of the customer, social media, self service, ) )

Prof. Dr. T.Knig International Master

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Literature Lit t
Bruhn, M Homburg Ch. (Hrsg.): Bruhn M., Homburg, Ch (Hrsg ): Handbuch Kundenbindungsmanagement Strategien und Instrumente fr ein erfolgreiches CRM, (aktuelle Auflage), Wiesbaden. Frst, A. (2005): Beschwerdemanagement Gestaltung und Erfolgsauswirkungen, Wiesbaden. Helmke, S., Uebel, M.F., Dangelmaier, W (Hrsg.): Effektives Customer R l ti H l k S U b l MF D l i W. (H ) Eff kti C t Relationship hi Management Instrumente, Einfhrungskonzepte, Organisation, (aktuelle Auflage), Wiesbaden. ( g) g g (aktuelle Hippner, H., Wilde, K. D. (Hrsg.): Grundlagen des CRM Konzepte und Gestaltung, ( Auflage), Wiesbaden. Homburg, Ch. (Hrsg.) (2008): Kundenzufriedenheit - Konzepte, Methoden, Erfahrungen, 7. Auflage, Wiesbaden. Homburg, Ch., Frst, A. (2005): How complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach, Journal of Marketing, 69, 3, 95-114. Homburg, Ch., Schfer, H., Schneider, S. (2007): Sales Excellence: Vertriebsmanagement mit System, 5. Auflage, Wi b d S t 5 A fl Wiesbaden. Humby, C., Hunt, T., Philipps, T. (2007), Scoring points : how Tesco continues to win customer loyalty, 2nd ed. London Stauss, B., Seidel, W. (aktuelle Auflage): Complaint Management: The Heart of CRM, Exeter, UK.
Prof. Dr. T.Knig International Master

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