Customer Relationship Management BUSINESS CONSUL TING STRATEGY.EXECUTION.RESUL TS
What is CRM?
What is CRM? Customer Relationship Management is the relationship • between a seller and buyer A holistic process of identifying, attracting, differentiating and • retaining customers Involves all members of a company – culture of relationship • building
CRM builds Customer Equity “The sum of the customers’ lifetime values to the organisation” – Blattberg and Deighton A balance sheet figure similar to Goodwill
WHAT IS CUSTOMER EQUITY
ERIC QUALMANN Socialnomics 2017
Why does CRM Matter?
It Matters Lead Customer Generation Experience Communication Building Trust Repeat Profit Purchase Keeping competitor brands at bay
It matters for customer acquisition, customer retention and for effective marketing spend
How do I apply CRM in my business?
Case Study Epizone
Epizone: What we did… Situational Analysis Application of CRM Results Wonderful brand with Website Increased shelf share • • no CRM program Launch Facebook Increased listings • • Launch Email Better promotional • • Aggressive competitor Marketing grids in the market B2B CRM at retail More reception • • head offices customer Irate and confused Consumer Customer feedback • • customers, shoppers communication at Increased Market • and consumers store Share Training of reps & Increased ranging • • store staff
How do I apply CRM? Some practical ideas Define your position in the market Draw up a customer journey map Find out what makes your customer happy Understand customer touch points Communicate - Social Media, Email, In Person Build Trust – Keep your promises Keep Reassessing
SOUTH AFRICA DIGITAL MARKETING
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