5. Semester_CRM_A.3 Flashcards
(16 cards)
What are convincing communication instruments and why?
Direct Marketing & E-Communication
Actions and results are measurable and countable
- Benchmarking between channels
- ROMI (Return o Marketing Investment)
- Budget can be tied directly to returns
What does the CRM Information Cycle look like?
- Strategy & Offers
- Marketing Strategy and Mix
- Integration of Sales/ Communication Channels
- Customer Oriented Organisation - Sales & Services
- Marketing Programs
- Order Management & Billing
- Communication Center - Response Tracking & Controlling
- Customer lifetime Value
- Advertising Media Performance Measurement
- Balanced Scorecard - Analysis & Identification
- Customer Segmentation
- Data Warehouse
- Data Cleaning
When does the Customer Benefit start?
When customer have problems throughout the buying process
Whats the customer process?
- Buying motivation
- Looking for alternatives
- Choice between alternatives
- Adoption / start of service
- Use of service
- Renewal (Verkauf)
Buying motivation – Customer problem & how can it be solved?
- identifiying demand
- specification of latent needs
- priorisation of needs
CRM: - customer activation
- customer information
Looking for alternatives – Customer problem & how can it be solved?
- knowledge of service / product systems (supplier, product variants, pricing)
- configuration of complex products
CRM: - information through offers
- market transparency
- checklists
Choice between alternatives – Customer problem & how can it be solved?
- determining preferences
- optimization
CRM: - guidance
- configuration support
Adoption / start of service – Customer problem & how can it be solved?
- transportation/logistics
- installation
- training procedures
CRM: - delivery
- training customers
- professional services
Use of service – Customer problem & how can it be solved?
- utilizing functionally
- optimization
- maintenance
- repairs
- administration
CRM: - hotline
- customer service
- trainings
- cooperative activations
Renewal – Customer problem & how can it be solved?
- scheduling
- pricing for sales
- looking for buyers
-de-installation - recycling/disposal
CRM: - used equipment marketplace
- pricing support
- recycling/disposal service
How do the Aspects of Process Management look like?
- Process Organization
- Responsibilities
- Activities
- Coordination - Process Controlling
- Defining targets
- KPIs - Information Management
- Information deployment
- Information systems - Personell Management
- Qualification/ Reponsibility
- Leadership
- Development
Ways of operational processes for approaching customers and how to do that?
- Focusing on customers
- Analysing customers
Focusing customers - How can you focus on customers?
Analyzing customers – How can you analyse customers?
Ways of strategic processes for approaching customers?
new customer priorization
contact strategy
- anonymous contacts (electronic contacts; mass media contacts)
- individual contacts (dialog marketing; personal contacts; customer visits
Ways to win contacts
- Preparing contacts
- Contact planning information
- Contact preparation
- Contact execution
- Validation of results
