Professional Documents
Culture Documents
CustomerRelationship Management g
Buzzwords:ConsultantBranded Versions
CRM: CustomerRelationshipManagement(ITIndustry: Siebel,Vantive,Scopus) CRM: ContinuousRelationshipMarketing(McKinsey) eCRM: ElectronicCRM(Silknet,ATG) mCRM: MobileCRM ERM: EnterpriseRelationshipManagement(Oracle,SAP, Peoplesoft) PRM: PartnerRelationshipManagement SRM: SupplierRelationshipManagement CEM:CustomerExperienceManagement
Buzzwords
SRM: SupplierRelationshipManagement CFM: CustomerFocussedMarketing(??) RM: RelationshipMarketing(RegisMcKenna) TERM: TechnologyEnabledRelationshipMarketing (GartnerGroup) InteractiveMarketing (JohnDeighton,HBS) DatabaseMarketing (DirectMarketers) 1to1Marketing (DonPeppers&MarthaRogers) CustomerIntimacy (FredWieserma) XRM:ExtendedRelationshipManagement
TheITPerspective
Oracle
TheMathematicalPerspective
Standard
Enterprise dataanalysissystems
Entities&Relations
Siebel CRMsuite
RDBMS
IMiner
Deviation
Statistical
Significance
Factor Analysis
Thinclient
Users&Permissions
Modeling
DATAMINING
OLAP
DataWarehouse SeagateCrystalReports
Multivariate Analysis
Regression
DiscriminantAnalysis
CHAID:AutomaticInteractionDetector
ExploratoryDataAnalysis
Application Server
Openarchitecture approachto
Data
Clustering
ANOVA
NeuralNetworks
Confidence
10/6/2013
TheMarketerPerspective
Channeldesignandeffectiveness
Timeofday,Dayofweek
RFM
Scenario analysis EarlyWarningSystems
ROI
ProgramScoring CustomerLifetimeValue
DirectMarketing
LoyaltyModeling
MarketBasketAnalysis
CatchmentArea analysis
Predictive Modeling
Propensity Models
CustomerSatisfaction Index
Campaignanalysis
Howpeoplereacttoanad
69% NotSeen 9% Passedby 17% Browsed 4% Listbuilders 1% Activeshopper
Massv/sDirect
AT&Tspent70%onadvertisingand30%ondirect mail.Thecostperleadwas$200,andthe marketingcostpersalewas$6,250. AT&Tthenspent10%onadvertising,25%ondirect mail,and65%ontelemarketing.Theaveragecost perleadwas$67andthemarketingcostpersale was$444.
Source:LoweHowardSpink,1990
AMeansToSecure YourChildsFuture
ICICIChildrensGrowthBond afixed returndebtinstrument Attractiverateofreturnandyield Putasideasmallsumtodayandwatchit growovertime Helpsplanforhugefutureexpenseslikea childseducationormarriage
10/6/2013
LookingBeyondMassMedia
Alotofmassmediaadvertisinghadbeen donefortheproductovertheyears Definiteopportunityexistedifthetarget audiencecouldbecontacted,madeto feeltheimpactratherthanbetold Listofconcernedfathers?
TheMarketingChallenge
Howtog gettheconcernedfathers attention(andofcoursehismoney!), withoutendingupinthedustbin?
NotAnotherAdInMyMailBox?
Itwasimperativetogetthemessage acrossinapersonalizedmanner tocreateastrongconnectandemotional bondbetween
Theproduct Thekid Theparent
GettingCreative WithTheDatabase
Apaintingcompetitionacrossthebetter schoolsinMumbaiandBangalore More M than th 20 20,000 000kid kids,b between t Std Std.IIIand d IV,participated
Wouldbe1819in10years justintocollege
ToTheHeart, ThroughTheMailBox
Apersonalisedmailerwasthensentto everyfather Themailerincludedaletterandthe paintingdonebyhisownkid Somedayyourkidwillgrowupandstart turningdreamstoreality.Areyou prepared?
10/6/2013
NoTwoMailers WereTheSame!
ActNow!
Everymailerhadauniquecustomercode Thefatherhadtocallupthecallcenter, quotethecodeandfixupano obligations bli ti meeting ti Attheappointedtime,thefathermetthe ICICIrepresentative,whohelpedhimplan forhischildsfuture
TheMath
No.ofmailerssent No.ofrespondents No.ofconversions 21,008 4387(20.88%) 2896(66%)
ClassicalDM
HalfthemoneyIspendon advertisingiswasted;thetrouble isIdontknowwhichhalf
LordLeverHume DMasdirectdistribution
Nointermediaries 500yearsoldalternativetoClassical(STP)Marketing g marketers smallbusinesses, ,niche Catalogue products
DMasdirectcommunications
10/6/2013
DirectMarketingis...
Useofinteractivemedia(fax,mail, telephone,internet,etc.)tocommunicateto specificcustomersandprospectsto generateresponse. Advertisingmakesyouthink.DMmakeyou act Measurable
DMv/sOtherModesof Communications
BenefitsofbothNonpersonalandPersonal Communications CostEffective Precision i i Targetting i BuildsRelationships(onetoone communications allowspersonalization) ActionOriented Measurement
PlanningDMCampaign
TargetSegment Objectives ListsBuilding(Database) Offer Creative/Media Testing/Measurement
ElementsofDMCampaign
Importance of elements in DM (Ron Jacobs) Timing, 10%
L Layout, t 15% Copy, 15% Offer, 20% Li t 40% List,
Rightoffertotherightpeopleatrighttimeintherightway
DMObjectives
Generateleads Generatesales Generaterepeatsales Salenewproducts/otherproductsto existingcustomers Preventdefection/Reactivatelostaccounts
ManagingDatabaseandLists
10/6/2013
TypeofLists
HouseLists ResponseLists CompiledConsumerLists CompiledBusinessLists
ResponseLists
Buyerslist/Mailorderlists Namesofbuyers,subscribers,inquirers,donors,depositors Newcustomers,activecustomers,oldcustomers Demonstratedthattheyarewillingtobuybyrespondingto DMoffer yMagazine/ g /periodical p companies, p ,Retailers, , Providedby Cataloguers,Listbrokers,Creditcardcompanies Couldbemarketedasdifferentproducts
Babies Carowners Creditcardholders Giftbuyers Bookbuyers Women Etc.
Rentingthelists
Developsegmentationandpricingstructure Pricebasedonformofdatagiven single use,multipleuse Hard ddata d sheet h li listing, i l labels b l Softdata
Orderinglists
Listdescription
Exactspecifications singleormultiplecutseg.2005buyers only,maleonly. Quantity yfortestlists Nthnamesample p Selectivity Dates/periodofusage.+/ oneweek Seednames/dummies tocheckdeliverytimeofpostoffice Specifydeliverabilityguarantee generally9095%.Forallreturn mailrecoverthemailingcosts Mergepurgerateadjustments(foralldeletednamesfor deduplication) agreementofmailable%list
CooperativeMailing/PackageInsert
Sellofrighttoinsertoffersinpackage mailings Typicallycosts25%lessthansolomailing Moreuseful f lfor f impulse i l purchase h products d Festiveseasons
HowtoselectResponseLists
Principleofaffinity Eg.Cookbookbuyerscanbetargetfor cookwares Testthelist
Identifythepilotlist shouldberepresentative. about20% Mayusecontrolandtestlists Measuretheresponseandcompare
RateofResponse(#ofResponse/MailersSent)*100 CostofResponse(MoneySpent/#ofResponse)
10/6/2013
DirectMarketingTheory
Thosewhohaverecentlymadekeydecisionsin theirlives/haveundergonemajorlifechangeare morelikelytomakechangesthanothers Successfullistsareestablishedbyidentifyingnew parents,newlyweds,recentlymovedfamilies Lifestyleandpsychographicinfo eg.typeof vehicleowned
DirectMarketingMix
DMMedia
DirectMarketingMedia/ Tools
DirectSelling
Manufacturersellstodistributor/ customers noretailoutlets/massmedia
MassMedia
AddressableMedia
pull p
DirectMail Telephone Internet F2F Broadcast Newspaper Magazine Others
3formsofDS
Postal Outbound Email D2D TV NAtional Consumer Outdoor
Non Postal
Inbound
WebClicks
P2P
Radio
Local
Business
PackageInserts
PartyPlan/Event
BillInserts
DStools(Creativeexecutions)
FlipCharts Presentations 'Leavebehind'leaflets Sampling Exhibition/tradeshows Types
DirectMailer
Launch,Persuasive,Reminder/Followup, Miscellaneous(Birthday cards/thankyounotes/invitations/Reportsetc.) Singleproduct/Multiproduct
Formats
singlesheet,letterfold,Frenchfold,gatefold,mapfold,accordion fold,broadsheet,booklet,Email,Creativemailings(objects)
Enclosures
Brochures,Cassettes,Floppies,CD,samples,others
10/6/2013
ElementsofMailingPackage
ResponseDevice
OuterEnvelope (Preselling,Curiosity,Personalization, Window, Transparentenvelopes) TheLetter (4Ps,imitatingtyping) ImpliedValue(GiftCertificates/Dummy cheques,Officiallooking layouts,Cutouts,Moneylike images) Involvement Devices/ /Selectionaids( (Stamps, p , Stickers/Label / transfers, , Punchedouttokens) Brochure(visuals,illustrations,explanations, faqs) Buckslip(inserttalkingaboutsuboffers,salesappeal atlastminute) Inquiry/OrderCard,Tearoffstub/flap TestimonialFlyers Replyenvelopes ApparentValueInserts(Calendars,Tools,Booklets,Howtoguides) Postage
OuterEnvelope
Letter
ImpliedValue
ImpliedValue+InvolvementDevices
Brochure
10/6/2013
BrochureInside
Buckslip
Buckslip
Letter2
ReplyEnvelope
DM Creativetactics
Conversationalcopy Notmorethanapage Handwrittennotesinmargin UseofGraphics Contentdivision/subhead teasersonenvelopes
10/6/2013
Telemarketing
Usestelecommunication&info.systems alongwithpersonalsellingskills Inbound
Incomingcallsfrom0800, 0800 freephones, phones localphones, phones self liquidating(premiumratephones)
WhyTM
Telemktg.seemedtobethebesttool:
providesimmediatefeedback providesflexibility providesamethodofbuilding&maintaining customerrelationshipsbetweensales highlypersonalizedservice providesincreasedproductivityandcost effectiveness
Outbound
telemarketingprofessionalscallingupprospects
Types
qualifyingprospect,appointment,information,actualsales
TM Creativetactics
Canned/Flexiblespiel Monitoring/immediatecorrections Answers s e stoQsa anticipated t c pated Computersupport
DirectResponse
MassMediaadvertisingtogenerate immediateresponse Useful f lespecially i ll when h li listsarenot available
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10/6/2013
FormsofResponseAdvertising
Print
magazines newspapers inserts Television Radio Internet Doordrops
DR Creativetactics
DR Press
AbridgedDM/attentiongrabbing talkingtoaudience dedicatedlines/contactnames tollfree#/responsepanel
Internet creativetactics
DRTV
Demonstration/nosubtlety Showtestimonials/interviews advntg nomistakes Memorableph#s(alphanumeric/numeric) Infomercials 30minute sellthrice problemsolutionapproach
ChoiceofMedia
OnthebasisofAIMRITE DMObjectives(Acquisition/Retention) Internet thebestin2waycommunications
Audience Impact
AIMRITE criteria
Howpreciselycanitbetargetted Abilitytostandout/Imageofthemedium
Message
TV demonstration, d t ti DMexplaination l i ti
Response
ease/promptness
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10/6/2013
EvaluationofDMmedia AIMRITE
DirectMail
Audience:Preciselytargeted.Database/ list Impact:Intrusive.Junk Message:Lotofinformation. Personalization. Privacyfromcompetition Response p :Goodresponse p fromexisting gcustomers.Relationship p building.Testing InternalManagement: Leadtime.Database management. Privacy. TheEndresults:12%
Telemarketing Inbound
Audience:anybodywithtelephone. Telephone nolongerluxury. Impact:positivelyperceived.carelines Message:Interactive. Intelligent responsesonthebasisofdatabase Response:tollfreephones.Usageofcreditcard.LOT. InternalManagement: Predictingcallvolumes. Training.. TheEndresults:100%
Telemarketing Outbound
Audience:List/Telephonedirectory. Impact:highlyintrusive/forcedanswer/cantfilter Message:forstraightforwardmessages.Validreasontocallincreases impact Response:100%response.Negative answerscanbeprobed. InternalManagement:Callcentremgmt.Followupcalling.training TheEndresults:1020%
IncreasingResponseTesting
DirectResponse
Audience:Massive audiencecoverage Impact:Abilitytogenerate WOMauthority andcredibility Message:Powerofpersuasion Response:Passive state I t Internal lmanagement t :Response R management t TheEndresult:0.01%.Excellentgrowthpotential
BMJ2002,Phil;Edwards,etal.
Personalizedlettersincreasedresponseratesby16% Useofcoloredink:39% yincentive100%, ,nonconsitionalincentive Monetary 70% StampedReturnenvelopes26% Contactingaudiencebeforesendingmailers54%, Followupcontact44% CredibilityandExcitement11to54%
MeasuringEffectiveness&Efficiency
EffectivenessIndicator
RateofResponse(%) =(#ofResponse/MailersSent)*100
ThankYou
EfficiencyIndicator
CostofResponse(Rs.) =MoneySpent/#ofResponse
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10/6/2013
CharacteristicsoftheNew Economy
CRMConcept
TheModernMarketingConcept
Starting Point Focus Means Selling and Promotion End Profits through Sales Volume
WhatisCRM?
Torecognizeandtreateachcustomer individuallytooptimizecustomerexperience byservingtheirunspokenneedsandmake himbuytheproduct again&again.
Old
Factory
Products
Classical
Target Market
Customer needs
Integrated Marketing
Modern
Individual Customer
Customer Experience
CRM
Economicdistinctions
Economic Offering Economy Economic Function Nature of offering Key Attribute Method of Supply Seller Buyer Factors of demand Commodities Agrarian Extract Fungible Natural Stored in bulk Trader Market Characteristics Goods Industrial Make Tangible Standardized Inventoried after production Manufacturer User Features Services Service Deliver Intangible Customized Delivered on Demand Provider Client Benefits Experiences Experience Stage Memorable Personal Revealed over a duration Stager Guest Sensations
StewLeonardsDairy
DisneylandofDairyStores Foundedin1969withsevenemployeesnowhas3large stores 100,000sq.ft. with2000employeesintheUS Milkprocessingplant milkpackagedinfrontofcustomers FarmFreshFive Milkcartonrobotssingingmilksong Clover Cl wall llmounted dcowmakes k Moo! !sound dwhen h kids kid tugonarope Parkinglotispetzoo Inhousedairiesofferfreefoodsamplesthroughwowthe cow storesmascot. Celebrationsonfestivalsarecommon.
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10/6/2013
CommerceBank
CommerceBancorpInc., Newjerseybasedbank foundedin1974byVernonHillwhohadnon bankingbackground g Experiencebasedonfastfoodfranchising principles Freelollipops,balloons,eventsfeaturing comedians,caricaturists Between1991and2001,itsstockpriceincreased 1463%comparedMicrosoft's1121%.
Whatbringsvalueinmodernmarketing environment
CustomerExperience ServiceisnotExperience Experience asustainablevalueproposition
Asitisuniqueeachtimeand Uniqueforeachone
Whatbringsvalueinmodernmarketing environment
CustomerExperience ServiceisnotExperience Experience asustainablevalueproposition
Asitisuniqueeachtimeand Uniqueforeachone
TheModernMarketingConcept
Starting Point Focus Means Selling and Promotion End Profits through Sales Volume
Old
Factory
Products
Classical
Target Market
Customer needs
Integrated Marketing
Modern
Individual Customer
Customer Experience
CRM
WhatisLoyalty?
Apsychologicalandemotionalbondbetweenthe customer(oranyotherstakeholder)andthe corporateconducingtoalongtermrelationship Manifested f dthrough: h h
Repeatingpurchase Purchasingpremiumproducts Referringtofriends Becominganadvocate Wantingtogiveopinionandhaveitheard
Whyloyaltyisimportant?
Retainingcustomersismuchprofitablethanacquiring new Reductionof5%ofdefectivecustomersmayresultin 80%increaseinp profitability y( (Reichheld&Sasser, ,1990) 99 ) 60%to80%oflostcustomersweresatisfied(King,1996) 90%ofcustomerswholove acompanywillrepeatbut only30%ofcustomerswholike thecompanywill repeat(OpinionResearchCorp.)
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Whyloyalcustomersareprofitable
ProfitfromPricePremium Profitfromreferrals
HowMuchProfitCustomerGeneratesOverTime
$50 42 44 0 55 49 30 0 $(51) $300 144 166 192 222 256
Profitfromreduced operatingcosts $(50) 0 Profitfromincreased Purchaseandhigher balance $200 144 168 70 $25 0 35 $100 88 88 1 2 3 4 5 $(300) 1 2 3 4 5
$(100)
5%reduceddefectionsboostsprofits by25to85%
% increase in c customer Value NPV of f Profits
100 % 80% 85% 75% 60%
DefectionCurveofaCreditCard Company
600 $575 500
400
$300
40%
300
20%
30%
200
Autoservice Chain
BranchDeposit CreditCard
Credit Insurance
Insurance brokerage
Industrial distribution
Software
40%
2.5
3.3
30%
20%
10
10%
20
5%
0%
ZeroDefection:TheCorporate ObjectiveToday
ManufacturingtoServices InventoriestoIntellectualCapital MachinestoHuman ScrapheaptoLostcustomers ZerodefecttoZerodefection
Satisfaction&Loyalty
Withincreasedcompetition,satisfactionand loyaltyrelationshiphaschanged Thereasonwhysatisfiedcustomersdefectis becausefalsebeliefsofcompaniessuchas:
Itissufficientmerelytosatisfyacustomer Investmentinchangingcustomersfromsatisfiedtocompletely satisfiedisnotwiseuseofresources Focusonbringingfewdissatisfiedcustomerstosatisfiedstatethan takingmoresatisfiedcustomerstocompletely satisfiedstate
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10/6/2013
Competitionand SatisfactionLoyaltyRelationship
Noncompetitive Zone Regulated monopoly or few substitutes
High Local Telephone
STPMarketingtoInteractiveMarketing
FullyInteractive
Loyalty
Dominant brand equity High cost of switching Powerful loyalty program Proprietary technology
2way
Highly Competitive Zone Commoditization or low differential
Activedatabase marketing
Communications
Personalised
Completely dissatisfied
Completely satisfied
ValueProposition
Oneforall
Addressability
TransactionMarketingV/S RelationshipMarketing
Transaction Marketing
One-off Exchanges/ Brand Management Short-term focus Mass Communications/ Open Loop Isolated Market Research Mass Markets/ Market Segments Market share Focus Time perspective
Communications
EvolutionofMarketing
Primitive Marketing
Relationship Marketing
Ongoing Exchanges, Customer Management Long-term focus Personalized Communications/Closed Loop Ongoing dialogue Markets-of-one Share of Customer
Direct&Database Marketing OnetoOne Marketing
Mass Marketing
STP Marketing
Howdoesonebuildlongterm relationship?
Continuouscommunication Understanding GetPersonal
CRMProcess
Interactivity
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10/6/2013
HowtoPersonalize/Customize?
Technology:Database,Internet&Mass Customization CherryPicking 80:20s
CRMProcess
Interactions
CustomizationofMarketing Mix Learningabout Customers KnowledgeAcquisition CustomerDifferentiation Product Price Place Promotion
Interactions
CRMFunction
Identification
CRMfunction
Differentiation Customization Interaction
17