世界最大广告公司奥美品牌思想

Ogilvy Interactive TeamCustomer Relationship Management (CRM)Vladimir M JordanovDecember 2nd, 2000Oglivy Interactive Beijing Boot-camp1Customers?Who are these guys?2What is CRM? In-depth analysis of customer behavior and attributes. Applying of the achieved knowledge in the formulation of marketing campaigns, strategies and treatment plans. More than just a set of technologies – it is a process.3Why CRM? Company existence – quest for profit. Three ways to increase the profitability of the customer base Acquire more customers Optimize the value of the existing customers Retain the right customers longer Acquiring new customer cost 5-10 times more that retaining the existing one Loyal customers will will buy more and are willing to pay premium prices 20/80 rule – 20% of the customers generate 80% of the revenue4Why CRM? (continued) Service leaders enjoy the following advantage over their low-service competitors: They grow twice as fast. They experience a 6% annual growth vs. a 1% share loss (they take customers away from their competitors). They can charge 10% more from their products and still take customers away. They enjoy 12% vs. 1% average return on sales. Industry statistics show that 68% of customers walk away because of poor customer service.5Evolution of CRM Mass Marketing Target Marketing CRM6Mass Marketing Replaced the intimacy of direct sales One way communication Wide geographic distribution Lost is the personal touch with the customer Mass marketing was enabled trough the technological improvements in TV, radio, printed press7Target Marketing Direct mail, telemarketing Receiving customer response Lack of specific data, average response rate Islands...