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

eMail

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