This presentation provides a holistic view on all stages of the marketing process and how they converge with CRM enabling a 360 degree customer centric business approach.

1. CUSTOMER ENCOMPASS CRM IT’S ALL ABOUT OPERATIONAL EXCELLENCEBY TACO NIEUWENHUIJSEN TN-Management 2003 1

3. Genuine customer differentiation

4. Time-to-market & flexibility

5. Measurement & control

6. Economies of scaleAdvanced interactive technologies enable a customer centric approach throughout the business process In the digital era customers require instant adequate service: any time and anywhere A limited customer brain ladder forces brands to maintain a buzz around the brand Interactive community-like environments enable tailor-made brand propositions TN-Management 2003 2

7. ILLUSTRATIVE SIMPLIFIED RESEARCH/ANALYSIS BRAND AWARENESS OPERATIONAL EXCELLENCE B2B B2C RETENTION BRAND IMAGE EXIT BARRIER PROMOTION DELIVERY ENCOMPASS CUSTOMER RELATIONSHIP MANAGEMENT TN-Management 2003 3

9. Product / service usage history & appreciation / etc.

10. Testing & real time evaluation: concepts / products / content / services / campaigns / etc.

11. Market research: demographics / firmographics/ behavior / lifestyle / DMU’s / etc.

12. Brand research: awareness / image / preference / etc.

14. Analysis / Data mining tools

15. Business Intelligence tools, incl.:

16. OLAP (on-line analytical processing);

17. CART(classification & regression trees)

18. CHAID (chi-squared automated induction)TN-Management 2003 4

20. Segment based brand awareness: specific needs, wished and values

21. Awareness building of:

22. Product / service introductions

24. Micro-segmentation

25. Real-time testing & response

26. Predictive intelligence

27. Interactive DM tools:

28. Search-engine Marketing

29. E-mail shots

30. GPRS based MMS/SMS-services

31. Satellite sponsored games & tests (Trojan Horse Reverse)

32. Off-line DM and response advertisements

33. Attention creation and referral:

34. Customer service center

35. Sales & account managementTN-Management 2003 5

37. Customer usage based knowledge building of services and products

38. Event driven image building:

39. New products

41. Micro-segmentation

42. Real-time testing & response

43. Predictive intelligence

44. Interactive module based web-environment

45. Interactive satellite demo’s:

46. Interactive advertisements

47. Satellite content modules (Trojan Horse Reverse)

48. Sweepstakes & contests

49. Referral by:

50. Customer service center

51. Sales & account managementTN-Management 2003 6

53. Rewarding customer for loyalty

54. Up selling: encourage customer to buy or use value added services

55. Cross selling: Stimulate customer to use other products or value added services

57. Unique code tool attached to package or service to stimulate sales

58. Loyalty program: earn / burn promotion tool to create action

59. Affiliates to increase attractiveness of own proposition

60. Contests and sweepstakes on communities sites

61. Referral & support by:

62. Customer service center

63. Sales & account management departmentTN-Management 2003 7

65. Delivery of products and services

66. Service delivery process at circle of contact

68. Real-time support 24/7

69. Service support Apps

70. Coalitions with:

71. Affiliate partners

72. Logistics partners

73. Retail partners

74. Community management partners

75. Loyalty program partners

76. On-line registration and payment tools

77. Security & identification tools

78. Support by:

79. Customer service center

80. Sales & account management departmentTN-Management 2003 8

82. Repeat business, customer life time value extension

83. Service recovery

84. Differentiated service delivery levels

85. Service cost optimization

87. Satellite (on-line) service centers

88. Coalition Loyalty program:

89. Attractiveness own proposition

90. Customer loyalty

91. Increase share of wallet

92. Partner loyalty

93. Additional revenues

94. Account managementTN-Management 2003 9

96. Marketing programs

97. Product + added value services

98. Cross / up selling strategies

99. ICT specs

101. Database analysis

102. Customer satisfaction evaluation

103. Service/product delivery

104. Customer valuation

106. Above the line communication

107. Direct marketing

108. Interactive media / internet

111. Problem solving

113. Contests / Sweepstakes

114. Sales promotions

116. Sales

117. Client/Account servicesService Delivery Depts. TN-Management 2003 10