2. WHAT IS CRM
The use of Technology to manage a firms
relationship with their customers
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3. CRM BY OTHER NAMES
Permission Marketing
One-to-one Marketing
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Customer Intimacy
Communities of Commerce
4. THE BASIC
RELATIONSHIP RELATIONSHIP
TYPES INVOLVEMENT
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Communal Product Type
Relationships Frequency of purchase
Exchange Consumer Type
Relationships Decision Process
5. UNDERSTANDING THE VALUE OF CRM
Increases Profitability
Costs of serving existing customers are lower
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Existing customers are willing to pay higher
prices
Create value that exceeds the costs of services
delivered
Long Term Perspective
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CUSTOMERS RELATIONS
MANAGEMENT
How to create a Plan to interact with Customers
7. THE START
Two way Low interactivity, low
communication individualization
process.
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Low individualization,
Interactivity high interactivity
Individualization High
individualization, low
interactivity
8. THE MODEL
Awareness Awareness
-Easy to remember name, domain name
Exploration -Consistency between mother brand and
internet brand
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Commitment
-Collateral Marketing
Exploration
Dissolution -Functional Features
-Relationship Norms
Commitment
-Customer Customisation
-Willingness to register
-Consistent
Dissolution
-User Friendly Interface
-Easy navigation
9. WHAT ARE THE CHALLENGES OF
IMPLEMENTING CRM
Hard to ”feel” human behaviour on the net
Hard to measure or gauge motivation
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People may simply give wrong data
10. WRAP UP
CRM is about a building trust between
you and your customer
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Its a long term proposition
Remember, not everyone wants a
relationship