crm quick win linkedin 2009
DESCRIPTION
My Quick Win CRM Seminar thattriggers a change to better bottom line resultsTRANSCRIPT
CUSTOMER RELATIONSHIP
MANAGEMENT
(CRM)
Ioannis Karipsiadis
One-to-one
Communication
Quarterly Magazine
Customer
Satisfaction
Surveys
Databasebuilding
Customer loyalty
Programs & Promotion
Activities
After SalesSale
Retail example
Auto industry
Kids
25%
Car (55 years)
23%Home
23%
Food
14%
Lifestyle
9%
Utilities
6%
UK HOUSEHOLD (2+2)£1million
Customer Pyramid
Gold
Silver80%
20%
Inactive
Prospects
Why Interact Anyway?
Dialogue= Information
Information= Knowledge
Knowledge= Loyalty
Loyalty= Profit
Dialogue= Profit
Always listen to the market
Team Management
Forming Performing
Storming Norming
CHANGE MANAGEMENT
• People &
• Culture• Structure
• Strategy
• Processes
• SystemsMove
In line with
TYPES OF CULTURE
**
*
**
**
Power Role Task Person
*
*
**
Successful Change Management
People
CultureCRM
Program
The 4 Basic Phases to a Winning CRM System
Identification
Differentiation
Interaction
Customization
CRM
Nothing can stop automation
IDENTIFICATION
Single Holistic
Customer
Database
Web - Mail - Fax - Phone - In Person - eMail
Front Office – B2C – B2B – B2E – C2C
Auto Response – Self Service – Front Office
DIFFERENTIATION
Customer
DatabaseCriteria
Top 5% Most
Valuable
Middle
Bottom 20%
Quick Wins:
1. Optimize Communication Budget
2. Up-sell inactive clients (reactive)
3. Cross-sell medium clients
4. Handle complaints ASAP
INTERACTION
Top 5% Most
Valuable
Mystery Shopping
Analyze points of
contact
Logistics
1 to 1 Communication
Enterprise
Competition
Data Capture Systems
Every interaction is a selling opportunity
Cycle Times Reduction
Technology Infrastructure
CONTACT POINTS
Direct Mail
Press
CUSTOMER
Magazines
Call CenterWEB
POS
Telemarketing Word-of-
mouth
Product
Promotions
Radio
Frequency
Programs
TV/ Web TV
Sales Force
Retail
Intranets
Package
Extranets
Door-to-
door
Mail-order
Billboards
After Sales
Service &
Support
eCommerce
Customer
Research
Sampling
Consumption
Support different situations
by specific tools
1to1
RELATIONSHIP
DIFFERENTIATE
IDENTIFYINTERACT
CUSTOMIZE
The Business Model
Strategy: Revenue Sources :
• Acquisition
• Cross/Up Selling
• Retention
Marketing Programs:
• CRM
• eMarketing
• Direct Marketing
• Advertising
• Branding
• Personal Sales
• POS
• Events
• Promos
• PR
•……………
• Core Competencies
• Core Customers
• Markets
• Dominant needs
• Value Proposition
• Competition
Revenue
Generation: CAR
On-line help can be useful
eBusiness
ProducerSupplierSupplier Wholesaler Retailing Consumer
ProducerSupplierSupplier Wholesaler Retailing Consumer
B2BB2Be-Procuremente-Procurement
ProducerSupplierSupplier Wholesaler Retailing Consumer
B2CB2Ce-Procuremente-Procurement
Added Value
Price
Added Value
Price
Added Value
Price
5 € 10 € 20 € 30 € 40 €
105 €15 € 35 € 65€
5 € 10 € 20 € 30 € 40 €
5 € 10 € 20 € 30 € 40 Δρχ .
65 €5 € 25 €
5 € 25 €
New Economy and The Supply Chain