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• Customer relationship management (CRM) is a system for managing a company's interactions with current and future customers. It often involves using technology to organize, automate and synchronize, sales, marketing, customer service and technical support.
The Economics Of Loyalty
Why loyal customers are more profitable ?
• Acquisition Cost
• Base Profit
• Revenue Growth
• Operating Costs
• Referrals
• Price premium.
• Means different things to different people
May be salesforce contact software like the ones sold by salesforce.com
May be telephone call centers for contact management
May be loyalty programs
CUSTOMER RELATIONSHIP MANAGEMENT MODEL
1.
2.
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4.
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6.
7.
Many companies use CRM as a key source of competitive advantageE.g.: UPS
CREATING THE DATABASE
CUSTOMER CHARACTER-ISTICS
PURCHASEHISTORY
CONTACTS RESPONSE VALUE
1.
2.
.
.
.
n
Customer Information File (CIF)• Repository of information about customers• Basis for identifying and targeting current and potential customers• Asses value to the firm of each customer & develop relationship programs –
customized in content and intensity
CUSTOMER INFORMATION FILE
5 AREAS OF CONTENT IN CIF
• Important 3rd
dimension – Time• CIF has to contain
information on these dimensions over time
• Identify customers becoming better and worse
GETTING MORE CUSTOMER INTERACTION
HIGH
LOW
DIRECT INDIRECTIn
tera
ctio
n F
req
uen
cy
Customer Interaction
Upper left quadrant: relatively easy to develop CIF
2 quadrants on the right have to work harder to collect information
CIF – key source of competitive advantage e.g.: UPS
• Companies create special programs and events
e.g.: Kellogg's “EET & ERN”
• Management consultant firms host free seminars in specialized topic areas –information about prospective clients
• Another challenge – Multiple touch points
Acxiom – centralized database
ANALYZING THE DATABASE
• Data mining – segments, purchasing patterns, trends etc.
LIFETIME CUSTOMER VALUE (LCV)
Purchase information + information about profit margin on each product purchase projected profit implication of each customer or row in CIF.
Ultimate goal is to place a monetary value on each customer and make resource allocation decisions
BERGER & NASR, 1998
• Uses available purchase information in the CIF to calculate
each customers cumulative profitability in the past.
Customer Profitability = ∑[∑(P – C) - ∑ MC]
Where
t = the number of past and current rime periods measured
j = the number of products purchased in a time period
k = the number of marketing tools used in a time period
P = Price
C = Cost
MC = cost of marketing tool
t j ki j k
The formula can be used for purposes other than computing profitability:
Increasing P & j by cross selling or upselling
Reducing market cost over time as customer loyalty will increase
Increasing the number of time periods t that the customer is
purchasing.
Gupta & Lehmann, 2003
Margin “multiple”
= r/(1+i-r)
In this formula ‘r’ is the retention rate
‘i’ is the discount rate
Discount rate
RetentionRate
10% 12% 14% 16%
60% 1.20 1.15 1.11 1.07
70% 1.75 1.67 1.59 1.52
80% 2.67 2.50 2.35 2.22
90% 4.50 4.09 3.75 3.46
LCV- CUSTOMER ACQUISITION COST PERSPECTIVE
-100
-50
0
50
100
150
1 2 3 4 5 6 7 8 9 10
Customer Life Cycle Profit Pattern in the Credit Card Industry
Annual profit
AGE OF ACCOUNT( IN YEARS)
Profit – acquisition cost = customer value.
Take into account time value of money
Gives an idea of how much we would spend to retain a customer
Customer Selection
• Customer Profitability Analysis can be used to separate the customer who provide long term value to the firm.
• 80-20 rule
• Helps in decision making:
– Which customer to keep
– How much money to spend on them
Customer Targeting
• After selecting targeted customer
• Direct Marketing approach often referred to as 1 to 1 marketing.
• Special promotion, prices, perks, products and other offers are made through telemarketing, direct mail and personal sales calls
Relationship Marketing Programs
Customer Satisfaction
• Requirements of customer loyalty is satisfaction.
• Customer Satisfaction Model
• Customer Satisfaction Scale
• Customersat.com & Zoomerang.com are customer satisfaction software sold via web.
Customer Service
• Customer Satisfaction Customer Service
• Level of Customer Service delivered is equivalent to product quality.
• Have to go beyond expectation by offering levels of customer services that competitors cannot match.
• Service Guarantees
• Service Recovery
LOYALTY PROGRAMS
• One of the Major trends in marketing is the ubiquity of loyalty programs.
Ex: Frequent-flier programs.
• Technology is changing the way.
• Smart cards- Microprocessor built in to them.
Several issues of Loyalty Programs.
• Making the reward too high.
• Ubiquity.
• What kind of loyal customers are you actually getting?
• Lack of inspiration.
• Lack of communication with customers.
• Insufficient analysis of data.
When Loyalty programs seem to work best
• The programs support and is consistent with the brand value proposition.
• The programs add value to the product or service.
• Lifetime customer value is high.
MASS CUSTOMIZATION
• Customer retention and loyalty are also being affected by a marketing process called mass customization.
• It imparts a feeling that the products was made especially for the customer.
• Most of the attention on mass customization has been in the Manufacturing sector.
Ex: Dell online ordering system.
Four Different Approaches to Mass Customization
• Collaborative Customizers
• Adaptive Customizers
• Cosmetic Customizers
• Transparent Customizers
Commonality: All realize that customers are heterogeneous and want different combination of product features and benefits.