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Transcript of CRM
good word of mouth advertising
long-term economic sucess Collaborative CRM comprehensive integration
of all areas
internal and external Focus on : increased
product life cycle Background interchangeable
customer management convenience time scarcity Background demographic
loyality integrated strategic approach customer needs as priority create and maintain long-term customer relationships promote customer loyalty Interaction
barriers to switching
companies operational CRM: analytical CRM: Online CRM Mobile CRM collecting and evaluation of data
--> OLAP direct customer contact
exploitation of new customers
--> new Data
care for old relationships
--> data from analytic CRM suitable to any territory
In-House CRM and
CRM on demand smaller Version
supports informational and communicative integration
by Web or App communicative CRM Multi-Channel-Management
personal and unpersonal communication channels
Customer Interaction Center Customer satisfaction Customer retention Re-buying Cross-Selling Recommendation Increase in profit Sales volume Price Costs Economic success LOYALTY Instruments: loyalty cards
frequent flyer programs industrial sector Customer classification
ABC-Analysis A-Customer C-Customer B-Customer cooperation in research
service offers minimum service level
complaint management Miles an More since 1993 Ikea FAMILY Card since 1997 loyalty card system since 2000