5. Semester_CRM_A.5 Flashcards
(17 cards)
What are the subjects of targeting?
Market segmentation:
- information side: Market surveying
- explanatory models of buyer behavior
- information gathering
- information processing
- > Segmentation - activity side: market handling
- choice of segments Targeting
- segment specific use of marketing instruments -> Positioning
How do you differentiate customer segmentation?
- strategic market segmentation vs. operational target group definition
- rigid target group definition vs. 1:1 definition (rule-based)
Definition Strategic Market Segmentation & leading question?
- holistic perspective
- use of market segmentation methodology
- split of market in strategic (customer) segments
- definition of measures for distinct customer groups/segments ( customer segment driven)
“How can we increase customer value in specific groups?”
Definition operational target group definition & leading question?
- time-bound perspective
- causally determined selection of relevant customer groups at a time
- no time-steady separation of customer base
- definition of customer groups for distict measures ( campaign driven)
“ What target groups can achieve an operational goal by pursuing them?”
Definition rigid target group definition & leading question?
- systematical development
- single selection in time, steady customer segments
clustering approaches
customer typologies
“How can we increase customer value in specific groups?”
Definition of 1:1 Definition (rule-based) & leading question?
- incidents triggering marketing action
- e.g. birthday -> voucher
-> continuous customer selection
“What customer shows interesting characteristics for a direct approach at this time?”
What are the conceptual designs for multi-level communication?
- Multi-level approach of campaigning
- Multi-level approach of customer communication (dialog communication)
What is a Multi-level approach of campaigning?
communication chains = time bound
How can you differentiate the communication chains for Multi-level approach of customer communication (dialog communication)?
- time-bound
- trigger-based
Reasons for multi-level communication
- intensifying a contact through a growing range of information
- making sure the offer got to the receiver
- reminding to review the offer
- making sure information is available at the right time
- potentially increasing attractiveness of offer
- creating an urgency for intended action
Goal of Mass Customization?
- deliver products and services that best meet individual customer’s needs with near mass production efficiency
- targets at generating competitive advantages by offering customer individual solutions at a cost level comparable to standardized and mass produced services
Application of Mass Customization?
- individual address
- individual offers
- individual vouchers
- individual products
What are the Features of a loyalty program- show possibilities and what’s the goal?
- Identity function
- premium admission ticket, special color of badge,…
- guest list - Bonus Function
- additional features (sponsored stand party, employee event,…) - Interaction Function
- networking the industry
- introduction to contacts/opportunities
- invitations (for lunch, dinner, parties,..) - Service Function
-priority service in case of limited capacity
-staffing services (recruiting-support for stand personell)
-services by offering additional features (additional conference room,…)
(2-4 overlapping)
Goal: Differentiation of Features by Customer status
Definition Sales Funnel Analysis
= definition of channel specific operational and top level KPI’s (Key Performance Indicators) for directing a channel
KPI’s of a Sales Funnel – Channel examples
How can the Customer Satisfaction and Loyalty be shown?
Through EPSI (European Perfomrmance Statisfaction Index) model 1. Perceived Value (through Expectation, Image, Quality of Hardware, Quality of Software)
- Satisfaction (through Perceived value, Expectation, Image, Quality of Hardware, Quality of Software)
- Loyalty (through Satisfaction, Quality of Hardware, Image)
What is the use of Customer Satisfaction & how can you measure it?
- central target metric in customer-oriented management.
- Net Promoter Score (NPS) – Question asked: Based on your experience with (Company/Product) until now, please specify how likely it is that you will recommend (Company/Product) to your friends or co-workers
