Customer Relationship Management BUSINESS CONSUL TING - - PowerPoint PPT Presentation

Customer Relationship Management

BUSINESS CONSUL TING

STRATEGY.EXECUTION.RESUL TS

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

What is CRM?

“The sum of the customers’ lifetime values to the organisation”

– Blattberg and Deighton

A balance sheet figure similar to Goodwill

CRM builds Customer Equity

WHAT IS CUSTOMER EQUITY

ERIC QUALMANN

Socialnomics 2017

Why does CRM Matter?

It Matters

Lead Generation Customer Experience Profit Repeat Purchase Communication Building Trust 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

Situational Analysis Wonderful brand with no CRM program Aggressive competitor in the market Irate and confused customers, shoppers and consumers Application of CRM

• Website
• Launch Facebook
• Launch Email

Marketing

• B2B CRM at retail

head offices

• Consumer

communication at store

• Training of reps &

store staff Results

• Increased shelf share
• Increased listings
• Better promotional

grids

• More reception

customer

• Customer feedback
• Increased Market

Share

• Increased ranging

Epizone: What we did…

How do I apply CRM? Some practical ideas

Define your position in the market Draw up a customer journey map Communicate - Social Media, Email, In Person Build Trust – Keep your promises Understand customer touch points Find out what makes your customer happy Keep Reassessing

SOUTH AFRICA DIGITAL MARKETING