奥美 CRM.ppt
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& Ogilvy Interactive Team
Customer Relationship Management (CRM)
Vladimir M Jordanov December 2nd, 2000 Oglivy Interactive Beijing Boot-camp
1
Ogilvy & Mather
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
10
Ogilvy & Mather
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
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
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 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? Plan Execute Execution and management of the marketing campaigns and customer treatment plans. Data gathering.
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
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
&
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.
7
Ogilvy & Mather
&ቤተ መጻሕፍቲ ባይዱTarget Marketing Direct mail, telemarketing Receiving customer response Lack of specific data, average response rate Islands of information
& 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 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 of poor customer service.
Customer Relationship Management (CRM)
Vladimir M Jordanov December 2nd, 2000 Oglivy Interactive Beijing Boot-camp
1
Ogilvy & Mather
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
10
Ogilvy & Mather
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
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
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 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? Plan Execute Execution and management of the marketing campaigns and customer treatment plans. Data gathering.
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
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
&
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.
7
Ogilvy & Mather
&ቤተ መጻሕፍቲ ባይዱTarget Marketing Direct mail, telemarketing Receiving customer response Lack of specific data, average response rate Islands of information
& 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 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 of poor customer service.