CRM: WEEK 7 (2/20

1
CRM WEEK 7 (2/20 2/24)

• Last Week Highlights
• Carnival Cruise Line Case
• Revenue Management vs. Customer Relationship
  Management
• CRM Across Channels
• Leverage CRM Across SBUs in your Portfolio
• Integrated Marketing Communication vs. CRM
• Opt-In vs. Opt-Out

2
CRM WEEK 7 (2/20 2/24)

• Monday (2/24) Objectives
• eMail Strategies Protocols
• mCRM mobile opportunities
• Permission Based Marketing
• Opt-in vs. Opt-out
• Privacy Issues
• Future of Privacy

3
CRM WEEK 7 (2/20 2/24)

• E Mail etiquette
• Send email only to those who requested it.
• Always honor opt-out requests
• Confirm everything by email
• Enable customers to specify their preferences
• Give and you shall receive
• Recognize email list is a asset to protect
• Do not use rented lists
• Respond to email queries promptly
• Always remember the network effect

4
CRM WEEK 7 (2/20 2/24)

• Customer Interaction Center
• Major component of interaction strategy
• Volume
• Responsive
• Multiple Channels
• CSR training/turnover

5
CRM WEEK 7 (2/20 2/24)

• Mobile Technologies
• Cell phones/PDAs/Laptops
• mCRM
• Email etiquette
• Permission Based Marketing Critical
• Frequency/Prioritize
• Security

6
CRM WEEK 7 (2/20 2/24)

• Privacy
• Polls showing privacy concerns at all time
  high????? Cookies???
• Serious debate between USA and Europe
• China??
• Privacy Preferences Vary Across Individuals
• RFID
• TRUST TRUST TRUST TRUST

7
CRM WEEK 7 (2/20 2/24)

• Wednesdays (2/22) Objectives
• Define Mass Customization
• Profitable Mass Customization
• Mass Customization as a Competitive Imperative
• Mass Customization Personalization

8
CRM WEEK 7 (2/20 2/24)

• Identifying Customers (pg. 93)
• Differentiating Customers Profitability Needs
  - LTV
• Interacting with Customers Dialogue, Integrating
  Across Touchpoints/Media
• CUSTOMIZATION
• IDIC

9
CRM WEEK 7 (2/20 2/24)

• Mass Customization
• Different from choice
• Not limited to produced goods, i.e. services
  communication
• CRM enables profitability (and modularity,
  flexible mftg., and other methods)
• Dell Dell Dell
• Auto Manufacturers????

10
CRM WEEK 7 (2/20 2/24)

• Mass Customization Next logical step in the
  evolution of business competition.
• See grid pg. 267.
• Customer Expectations evolving
• Customizing standardized products-enhanced needs
  set.
• Not only increases customer satisfaction but
  builds customer relationships
• Learning RelationshipgtCustomization

11
CRM WEEK 7 (2/20 2/24)

• Friday (2/24) Objectives
• Make an A on the mid-term
• Link to study guide