customer relationship managementpranabusinessconsulting.com.€¦ · • customer relationship...
TRANSCRIPT
Customer Relationship
Management
BUSINESS CONSULTING
STRATEGY.EXECUTION.RESULTS
What is
CRM?
• CustomerRelationshipManagementistherelationshipbetweenasellerandbuyer
• Aholisticprocessofidentifying,attracting,differentiatingandretainingcustomers
• Involvesallmembersofacompany– cultureofrelationshipbuilding
What is CRM?
“Thesumofthecustomers’lifetimevaluestotheorganisation”
– Blattberg andDeighton
AbalancesheetfiguresimilartoGoodwill
CRM builds Customer Equity
WHAT IS CUSTOMER EQUITY
ERIC QUALMANN
Socialnomics 2017
Why does
CRM
Matter?
It Matters
LeadGeneration
CustomerExperience
ProfitRepeatPurchase
Communication BuildingTrust
Keepingcompetitorbrandsatbay
It matters for customer acquisition, customer
retention and for effective marketing spend
How do I apply CRM
in my business?
Case Study
Epizone
SituationalAnalysis
WonderfulbrandwithnoCRMprogram
Aggressivecompetitorinthemarket
Irateandconfusedcustomers,shoppersandconsumers
ApplicationofCRM
• Website• LaunchFacebook• LaunchEmail
Marketing• B2BCRMatretail
headoffices• Consumer
communicationatstore
• Trainingofreps&storestaff
Results
• Increasedshelfshare• Increasedlistings• Betterpromotional
grids• Morereception
customer• Customerfeedback• IncreasedMarket
Share• Increasedranging
Epizone: What we did…
How do I apply CRM? Some practical ideas
Defineyourpositioninthemarket
Drawupacustomerjourneymap
Communicate- SocialMedia,Email,InPerson
BuildTrust– Keepyourpromises
Understandcustomertouchpoints
Findoutwhatmakesyourcustomerhappy
KeepReassessing
SOUTH AFRICA DIGITAL MARKETING