Transcript CRM

Slide 9.1
Customer relationship management
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.2
Learning outcomes
• Outline different methods of acquiring
customers via electronic media
• Evaluate different buyer behaviour amongst
online customers
• Describe techniques for retaining customers
and cross- and up-selling using new media.
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.3
Management issues
• What are the practical success factors digital
media need to make customer acquisition
more effective?
• What technologies can be used to build and
maintain the online relationship?
• How do we deliver superior service quality to
build and maintain relationships?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.4
What is CRM?
• You have a job interview for Centrica
(AA, British Gas, Goldfish) working in the CRM
team www.theaa.co.uk, www.house.co.uk
• How would you explain the terms:
– CRM
– E-CRM
• Why does Centrica have a CRM function?
– Why is CRM different?
– What are benefits of this approach?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.5
E-CRM – a definition
• E-CRM is:
• Applying…
Internet and other digital technology…
(web, e-mail, wireless, iTV, databases)
• to…
acquire and retain customers
(through a multi-channel buying process
and customer lifecycle)
• by…
improving customer knowledge, targeting,
service delivery and satisfaction
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.6
Marketing applications of CRM
• A CRM system supports the following marketing
applications:
• Sales force automation (SFA). Sales representatives
are supported in their account management through
tools to arrange and record customer visits
• Customer service management. Representatives in
contact centres respond to customer requests for
information by using an intranet to access databases
containing information on the customer, products and
previous queries
• Managing the sales process. This can be achieved
through e-commerce sites, or in a B2B context by
supporting sales representatives by recording the
sales process (SFA)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.7
Marketing applications of CRM
(Continued)
• Campaign management. Managing ad, direct mail, email and other campaigns
• Analysis. Through technologies such as data
warehouses and approaches such as data mining,
which are explained further later in the chapter,
customers characteristics, their purchase behaviour
and campaigns can be analysed in order to optimize
the marketing mix
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.8
Figure 9.1
The four classic marketing activities of customer relationship management
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.9
Figure 9.2
A summary of an effective process of online relationship building
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.10
A summary of how the Internet can impact on the buying process for a
new purchaser
Figure 9.3
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.11
A model of the relationship between different aspects of trust and
consumer response based on the categories of Bart et al. (2005)
Figure 9.4
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.12
Percentage who consider the different information sources as important
when researching/considering a product or service
Figure 9.5
Source: BrandNewWorld: AOL UK/Anne Molen (Cranfield School of Management)/Henley Centre, 2004
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.13
Figure 9.6
Online and offline communications techniques for e-commerce
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.14
Measures used for setting campaign objectives or assessing campaign
success increasing in sophistication from bottom to top
Figure 9.7
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.15
Figure 9.8
An example of effectiveness measures for an online ad campaign
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.16
Which are the ranking factors
affecting position In Google SERPs?
• On-page optimization
200
+-
– Document meta data
– Document content
– Creation of new pages
• Off-page optimization
– Link-building
• External links
– ‘Links In’
– ‘Backlinks’
– ‘Inbound links’
• AND Internal links
• Behavioural
– Popularity of sites from toolbar
• Google’s search spam filters
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.17
Which SEO ranking factors
should I focus on?
•
On page optimization:
• <title> tag = 4.9/5
• Keyword frequency and density = 3.7/5
• Keyword in headings = <h1> = 3.1, <h2> = 2.8
• Keyword in document name = 2.8
• Meta name description = 2/5
• Meta name keywords = 1/5
•
Off-page optimization:
• More backlinks (higher PageRank)= 4/5
• Link anchor text contains keyword = 4.4/5
• Page assessed as a hub = 3.5/5
• Page assessed as an authority = 3.5/5
• Link velocity (rate at which changes) = 3.5/5
See http://www.seomoz.org/article/search-ranking-factors
http://docs.google.com/Present?docid=dc3qhbxg_1217d9mwjwg3
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.18
Which factors affect returns
from paid search?
•
Distribution of daily budget
•
Amount bid (Max CPC)
•
* Clickthrough rate
•
* Creative quality including creative testing
•
* Campaign structure
•
* Match types especially negative matches
•
Use of content network
•
Time-of-day (day parting)
•
Landing page quality
•
Click fraud!
•
* In Google AdWords, Live Search and Yahoo! Quality Score
especially important
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.19
Figure 9.9
Search engine results page showing the two main methods for achieving
visibility
Source: Screenshot reprinted by permission of Google, Inc
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.20
Figure 9.10
Stages in producing natural search engine listings
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.21
Figure 9.11
Online PR categories and activities
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.22
The affiliate marketing model (note that the tracking software and fee
payment may be managed through an independent affiliate network manager)
Figure 9.12
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.23
Figure 9.13
E-mail response figures
Source: Provided by SmartFOCUS Digital (www.smartfocusdigital.com), an e-mail service provider that send e-mails to UK and European organizations such as publishers and retailers
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.24
Figure 9.14
TopTable (www.toptable.co.uk)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.25
Figure 9.15
Schematic of the relationship between satisfaction and loyalty
Source: Adapted and reprinted by permission of Harvard Business Review from graph on p. 167 from ‘Putting the service-profit chain to work,’ by Heskett, J., Jones, T., Loveman, G.,
Sasser, W. and Schlesinger, E., in Harvard Business Review, March–April 1994. Copyright © 1994 by the Harvard Business School Publishing Corporation, all rights reserved
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.26
Figure 9.16
UTalkMarketing example of a professional online community
Source: www.utalkmarketing.com, the UK’s leading community website for client side marketers
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.27
Figure 9.17
Activity segmentation of a site requiring registration
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.28
Figure 9.18
Different representations of lifetime value calculation
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.29
Figure 9.19
An example of an LTV-based segmentation plan
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.30
Figure 9.20
Customer lifecycle segmentation
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.31
Figure 9.21
RFM analysis
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 9.32
Figure 9.22
An overview of the components of CRM technologies
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009