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Chapter 1: CRM, Database Marketing and Customer Value

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Customer Relationship Management A Databased Approach V. Kumar Werner J. Reinartz Instructor’s Presentation Slides
Chapter One ,[object Object],[object Object]
Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing-definition ,[object Object],[object Object]
Link Between CRM and Database Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DB CRM
CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Link Between CRM and Customer Value ,[object Object],[object Object]
Using Customer Value for Marketing Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conceptualizations of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Components of CRM from a Business Strategy Perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],C R M
Components of CRM from a Business Strategy Perspective (contd.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relevance of CRM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changes with respect to Consumers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Time Scarcity and Value Consciousness- Example Average waiting time (in seconds) after which calls are abandoned by customers Source: : Merchants International Call Center Report Figure shows that customers are less and less satisfied with the treatment they get from corporate call centers. The average time after which calls are abandoned fell by about 19% in just one year.
Declining Customer Satisfaction- Example (American Customer Satisfaction Index) with products and services Source : http://www.theacsi.org, University of Michigan
Changes with respect to Consumers (contd.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Decreasing Customer Loyalty- Example Number of financial service providers Source : Unidex Report Number of different financial service providers that respondents are associated with
Changes with respect to the Marketplace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Parity of Grocery Private Label (US) ,[object Object]
Changes with respect to Data Storage Technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changes with respect to Marketing Function ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changes with respect to Marketing Function (contd.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implications of Changes in Business Environment ,[object Object],[object Object],[object Object],[object Object]
Data Based Customer Value Management ,[object Object],[object Object],[object Object],[object Object]
Benefits of Data Based Customer Value Management Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits of Data Based Customer Value Management approach (contd.) ,[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Chapter 1: CRM, Database Marketing and Customer Value

  • 1. Customer Relationship Management A Databased Approach V. Kumar Werner J. Reinartz Instructor’s Presentation Slides
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  • 14. Time Scarcity and Value Consciousness- Example Average waiting time (in seconds) after which calls are abandoned by customers Source: : Merchants International Call Center Report Figure shows that customers are less and less satisfied with the treatment they get from corporate call centers. The average time after which calls are abandoned fell by about 19% in just one year.
  • 15. Declining Customer Satisfaction- Example (American Customer Satisfaction Index) with products and services Source : http://www.theacsi.org, University of Michigan
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  • 17. Decreasing Customer Loyalty- Example Number of financial service providers Source : Unidex Report Number of different financial service providers that respondents are associated with
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Notas do Editor

  1. Source: Information Resources, Sloan Management Review, BCG Analysis