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H&M CRM

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by

Szilvia Egyed

on 18 January 2014

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Transcript of H&M CRM

Operational
• marketing department
• sales department
• service department

Communication
• is the key to the success of customer relationship management
• wide range of CRM communication channels (meeting individual customers in person, events, phone calls, short message service, chat, blogs, social networks etc.)
• In case of H&M (membership cards) -> use contact in person. The customer will fulfill the flyer in store and for return he will get a card.

Implementation
H&M membership card
Datas what H&M needs
Personal datas - gender, age, e-mail address
Shopping habits - how often, how much, where
H&M
Costumers
collecting datas
costumer behaviour
segmented newsletter
bill problems are solved
comfortable shopping
experience


Entablished in 1947
Create fashion and quality at the best price
Sustainability
The software selection
Online criterias
Offline criterias
Made by
Maja Pešec and Szilvia Egyed

There are three parts of the CRM system
analytical
operational
communication
• customer data base
• Data Warehouse –help for reporting, doing analysis, creating trending reports
• Data Mining –turn raw data into useful information
• Online analytical processing (OLAP) – optimize reporting and organizing information

Analytical
Benefits

higher efficiency, higher productivity, improved response, improved market integrity and improved customer experience
Benefits of using CRM
many benefits for employees in H&M (marketing, sales and service department)
more satisfied customers, increased customer loyalty and maximized revenue
Full transcript