317奥美 CRM
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? More than just a set of technologies – it is a process.
3
Ogilvy & Mather
& Why CRM?
? Company existence – quest for profit.
? Three ways to increase the profitability of the customer base
of poor customer service.
5
Ogilvy & Mather
& Evolution of CRM
? Mass Marketing ? Target Marketing ? CRM
6
Ogilvy & Mather
& Mass Marketing
? Replaced the intimacy of direct sales ? One way communication ? Wide geographic distribution ? Lost is the personal touch with the customer ? Mass marketing was enabled trough the technological
improvements in TV, radio, printed press
7Байду номын сангаас
Ogilvy & Mather
& Target Marketing
? Direct mail, telemarketing ? Receiving customer response ? Lack of specific data, average response rate ? Islands of information
customers away from their competitors). ? They can charge 10% more from their products and still take
customers away. ? They enjoy 12% vs. 1% average return on sales. ? Industry statistics show that 68% of customers walk away because
? Acquire more customers ? Optimize the value of the existing
customers ? Retain the right customers longer
? Acquiring new customer cost 5-10 times more that retaining the existing one
potential? ? What and how do they buy? ? How can they be reached? How have they responded to
promotions in the past and trough which channels they prefer to be reached?
&
Customers?
Who are these guys?
2
Ogilvy & Mather
& What is CRM?
? In-depth analysis of customer behavior and attributes.
? Applying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.
9
Ogilvy & Mather
& CRM Cycle
? Assess
? Who are the customers – demographics and lifestyle? ? Where do they live? ? What are they worth? What is their lifetime value
8
Ogilvy & Mather
& CRM
? Next evolutionary step, back to intimacy ? Customer loyalty build on:
? Understanding of customers wants, needs and values ? Interactivity with the customer in the way customer prefer
& Why CRM? (continued)
? Service leaders enjoy the following advantage over their lowservice competitors:
? They grow twice as fast. ? They experience a 6% annual growth vs. a 1% share loss (they take
& Ogilvy Interactive Team
Customer Relationship Management (CRM)
Vladimir M Jordanov December 2 nd, 2000 Oglivy Interactive Beijing Boot-camp
1
Ogilvy & Mather
? Plan ? Execute
? Execution and management of the marketing campaigns and customer treatment plans.
? Loyal customers will will buy more and are willing to pay premium prices
? 20/80 rule – 20% of the customers generate 80% of the revenue
4
Ogilvy & Mather
3
Ogilvy & Mather
& Why CRM?
? Company existence – quest for profit.
? Three ways to increase the profitability of the customer base
of poor customer service.
5
Ogilvy & Mather
& Evolution of CRM
? Mass Marketing ? Target Marketing ? CRM
6
Ogilvy & Mather
& Mass Marketing
? Replaced the intimacy of direct sales ? One way communication ? Wide geographic distribution ? Lost is the personal touch with the customer ? Mass marketing was enabled trough the technological
improvements in TV, radio, printed press
7Байду номын сангаас
Ogilvy & Mather
& Target Marketing
? Direct mail, telemarketing ? Receiving customer response ? Lack of specific data, average response rate ? Islands of information
customers away from their competitors). ? They can charge 10% more from their products and still take
customers away. ? They enjoy 12% vs. 1% average return on sales. ? Industry statistics show that 68% of customers walk away because
? Acquire more customers ? Optimize the value of the existing
customers ? Retain the right customers longer
? Acquiring new customer cost 5-10 times more that retaining the existing one
potential? ? What and how do they buy? ? How can they be reached? How have they responded to
promotions in the past and trough which channels they prefer to be reached?
&
Customers?
Who are these guys?
2
Ogilvy & Mather
& What is CRM?
? In-depth analysis of customer behavior and attributes.
? Applying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans.
9
Ogilvy & Mather
& CRM Cycle
? Assess
? Who are the customers – demographics and lifestyle? ? Where do they live? ? What are they worth? What is their lifetime value
8
Ogilvy & Mather
& CRM
? Next evolutionary step, back to intimacy ? Customer loyalty build on:
? Understanding of customers wants, needs and values ? Interactivity with the customer in the way customer prefer
& Why CRM? (continued)
? Service leaders enjoy the following advantage over their lowservice competitors:
? They grow twice as fast. ? They experience a 6% annual growth vs. a 1% share loss (they take
& Ogilvy Interactive Team
Customer Relationship Management (CRM)
Vladimir M Jordanov December 2 nd, 2000 Oglivy Interactive Beijing Boot-camp
1
Ogilvy & Mather
? Plan ? Execute
? Execution and management of the marketing campaigns and customer treatment plans.
? Loyal customers will will buy more and are willing to pay premium prices
? 20/80 rule – 20% of the customers generate 80% of the revenue
4
Ogilvy & Mather