1. The structure of the course
CRM
ORGANISATION
MARKETING
ANALYSIS
1_Elements of CRM
2_Customer-supplier
3_Strategy
4_Relationship oriented
1_Customer knowledge
2_Customisation
3_Communication
4_Relationship policy
1_Relationship Data
2_Data mining
3_Data selection
4_Data reporting
SYSTEMS
1_CRM systems
2_Implementation
3_The future
4_Conclusion

2. 1_Customer knowledge

3. 1_Customer knowledge
Data Quality
Using data

4. 1_Customer knowledge Data Quality The ultimate goal is KNOWLEDGE
Details
Information =
Meaning
Knowledge =
Basis for action

5. 1_Customer knowledge Data Quality
Data = simply the facts. The fact that you served
40 customers is data.
Information = data with a meaning. Knowing that 40 customers is an average number to serve is information.

6. 1_Customer knowledge Data Quality
Data is to be seen as an asset which must generate a return
The challenge is the combination of information which generates from different sources

7. 1_Customer knowledge Data Quality
From a technical point of view = fields in a database
From a customer point of view = what the customer is ready to provide
Quality
Customer
database
Current
Complete
Correct
Unique

8. 1_Customer knowledge Data Quality
Spending money on data quality = hardware and software that can combine:
Back-office operations
Topics discussed
Front-office items
Multi-channel information
Spending money for an accurate customer profile

9. 1_Customer knowledge Data Quality
Not spending money on data quality means waste as a result of poor quality and will lead to errors
25 Questions on data

10. 1_Customer knowledge Data Quality
25 Questions on data – Test your organisation

11. 1_Customer knowledge Using data (1) Strategy
Is there a data and information strategy?
How has the level of importance been determined?
Are the data available, to start with?
How could data be merged into a single base?

12. 1_Customer knowledge Using data (2) Knowledge of data resources
Is there knowledge on how to convert data into useful information
Can employees find the information they are looking for?
Are information chains sufficiently defined?

13. 1_Customer knowledge Using data (3) Access
What are the procedures of access to data?
How are data being shared?

14. 1_Customer knowledge Using data (4) Quantity
Are there too many data with little value?
Are there a lot of redundant data?
Are superfluous data deleted?
Are terms properly defined?

15. 1_Customer knowledge Using data (5) Quality
Are data updated, accurate, consistent?

16. 1_Customer knowledge Using data (6) Need for new data
Are new data available at the right speed?
Are the sources of new data reliable?
Are data structures not too difficult and flexible enough?

17. 1_Customer knowledge Using data (7) Use Is the use effective?
Is decision making based on data?
Are opportunities sufficiently clear?

18. 1_Customer knowledge Using data (8) Security
Are data protected from unauthorised use, theft, loss

19. 1_Customer knowledge Using data (9) Privacy
Is confidentiality clearly applied?
Is the understanding clear on obligations in relation to customer and employee data?

20. 1_Customer knowledge Using data (10) Organisation
Are management responsibilities versus data clearly defined?
Is there a clear data policy in line with the organisational structure
Are procedures clear?

21. 2_Customisation
Organising Data
Which Data?

22. 2_Customisation Organising data : growth stages in database management
Data selection
Right data
Integration
One to one data
Building a data base is a step by step process

23. 2_Customisation Organising data
Flow-charts will be used to describe the processes in different degrees of detail
On the most detailed level, the process description are input of programmers
It is a major challenge, especially that marketing data are less accurate than operational data

24. 2_Customisation Building a data base is a step by step process
Stage 1 = pioneering (marketing file)
Stage 2 = specialisation (file analysis)
Stage 3 = multifunctional teams (data base mgt)
Stage 4 = system integration (real time & inter-phase)
Stage 5 = one to one communication

25. 2_Customisation Which data? Customer or prospect identification
Name, address, city, telephone number and address
Customer segment
Subgroup of customers according to socio-demographic data
Communication channel preference
What is the customer’s preferred channel
Transaction history
Communication history

26. CRM Marketing Aspects Customer knowledge Customisation
Communication & channels
Relationship policy

27. 3_Communication & channels
All new channels require substantial investments and effort!
The challenge is a matter of integration « whilst keeping a single point of contact » despite the fragmentation of the mass/media

28. 3_Communication & channels
Multi-channels
We talk about communication and not about distribution channels
We talk about « touch points »
Multi-channel management is not very different from managing all sorts of channels leading to various target groups

29. 3_Communication & channels
Multi-channels
Impersonal
Low interactivity
Differentiated
Medium interactivity
Personal
High interactivity
Television
Radio
Billboards
Magazine
Website
Letter
Telephone
Personal sales
Service

30. CRM Marketing Aspects Customer knowledge Customisation
Communication & channels
Relationship policy

31. 4_Relationship policy Customisation
To what degree do we want to approach customers in an individualised manner?
What is the price of customisation?

32. 4_Relationship policy Customisation
The best solution will need to be determined jointly, in interaction with the customer
It requires reasoning from the standpoint of the customer instead of that of a product manager

33. 4_Relationship policy Differentiated pricing & revenue management
Segmentation
Price / segment
Forecast
Capacity allocation

34. 4_Relationship policy Goals
Improvement of size and quality of the customer base
Working per segment
Working per relationship phase
Look for contact moments
Loyalty programmes

35. 4_Relationship policy Market Existing Customers Potential Segments A BD a b c d
develop
retain
migrate
recover
drop
follow
activate
acquire