crm-group 3

8/7/2019 CRM-Group 3

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Presented By:

Group 3


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Introduction Frankenmuth of Michigany No 1 tourist destination in Michigan

y German Heritage of cultural cohesion and work ethics

y Town beautification based on tips learned at Disneyinstitute

y The most important thing is no visitor leavesunhappy

y Highest marks to town safety and cleanliness


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Major Businesses Total Business $ 120 million

Of which three major groups have

$ 30 million each

- Two of Zehnder Family :

Zehnders of Frankenmuth

Bavarian Inn Restaurant

- Bronners Bronners CHRISTmasWonderland


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Common Attributesy 100% empowerment to employees

y Training employees to do whatever to fix complains.

y No customer tracking processy Lot of time spend on talking to people

y Sales promotion schemes

y Comping

y Positive attitude towards word of mouth

y Cohesion in community Growing the pie and notshare in the pie


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Word of Mouthy Word-of-mouth is a way of communication

between people regarding product and service

performancesy It is considered an unofficial form of

communication

y Research results vary as to how many people a

person informs about a product.y There is wide industry belief that a dissatisfied

customer will tell more people than a satisfiedcustomer


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Power ofWOMy WOM is an independent and honest source of

information

y

It is tailored to the people that are interested in ity It is powerful because it provides indirect experience

about the product through the experiences of friendsand relatives

y It is a medium of informal advertising


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Effectiveness ofWOMCy The strength of the message

y The method of communication used

y The personalities involvedyAccumulative contact intensity and numbers


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Customer Oriented Marketing Strategies

Zehnders of Frankenmuth:

y The Birthday Club

y Frequent Buyer Program

y

Comping Mealsy Employee Empowerment to Deal with complaints quickly

Bavarian Inn Restaurant:

y Making peoples experience unique & personal

y Greeting by Hostess in German costumey Regular Musical Entertainment

Bavarian Inn Lodge:

y Employee Training & Education


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Factors Stimulating Customer Referralsy Overall satisfaction levels

y The likelihood to repurchase

y The likelihood to recommend


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Guest profiles affecting word of mouthy Depends on which level of the hierarchy of relationship,

the customer is, that is, whether he is ay Client,

y Advocate,y Patron, or a

y Partner

y Displayed behaviour plays an important role, that iswhether he is an

y Active or passive customer,y Apostle,

y Mercenary, or

y Defector


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More Word ofMouth Activityy Empowerment of employees: as the problem moves up

the ladder it gets exaggerated.

yEmployees should be customer sensitive.

yVideos showing different kind of problems that canarise can be showed to employees and should betrained to solve the problem.

y Top management should ensure that the employeesare motivated to accomplish their task.

y Company should focus on cultivating relationshipswith their employees


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Calculating CLVy CLV_CRM Grp3.xlsx


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How to stimulateWOMy Create a unique product or service

y Stimulate knowledge about your service or product

y Satisfy all inquiries

yQuietly and efficiently deal with complaints

y Feed the businesss loyal customer base with moreinformation

y Respond to positive comments as well as complaints to

maintain high levels of customer satisfaction.y Develop and implement WOM intensive strategy

y Incentives , discounts , involve customer, etc


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How to measure WOMy Training and empowering employees to acquire

information from customers

yAdding questions to customer surveys that relate toWOM activity

y Creating a database and monitoring the pattern of visitfor your customers

y Conducting focus groups to understand what theircustomers usually talk about

y Benchmarking satisfaction


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Avoid Negative Word of MouthSolve the problem or Rectify the problem

immediately

y

Establish Rapporty Avoid a standoff

y Be reliable, responsive, credible, empathetic


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Thank You!

crm-group 3

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