Transcript Document
MKTG628-1204B-01: Marketing in the Digital Age Phase 4 IP 2 Online Customer Relationship Management CTU Online Denise Parr Instructor Kelly Burning 11/26/2012 Abstract Medical Education Academy (Med Ed) is a privately owned health care education institution and their motto is “Quality skills with minimum bills”. President Will Learner, M. D. is proposing to strengthen his academy while reducing rising administrative expenses by joining forces with Cyber-Health College (CHC). Following is the proposal that the D-LIT team would like to introduce. Explanation of each Separate Technique Personalized Customer Interaction • Methods for a web site to greet the customer by name and other personal information. Customer Relationship Management (CRM) • The process of targeting, acquiring, transacting, servicing, retaining and building relationships with customers. Customer Experience Management (CEM) • The mythology and/or process to manage a customer’s cross-channel exposure, interaction and transition with a product, company, brand or service. Interactive Relationship Marketing • The second level of CRM that blends timelessness and the power of Web 2.0 and granular personalization and analytical marketing. Mass Customization • The internet's unique ability to individualize marketing mixes electronically and automatically to the individual. Customization • The third process to CRM where marketing is tailored to fit the customers' needs Personalized Customer Interaction Personal Information • Contact Information Security • Protecting Sensitive Information Functionality • User Friendly Customer Relationship Management (CRM) Marketing • Advertising Sales • Purchased Products and Services Service • Customer Relations Customer Experience Management (CEM) Customer Expectations • Clear about promises Customer Experience • Turning customers into advocates Mature Markets • Sophisticated consumers Interactive Relationship Marketing Web • Navigation, e-mail, Blogs SMS WAP link, RSS feed Mobile • SMS and WAP technology provide mobility and accessibility Blogs & Live Feeds • Delivers ongoing information, education and support. Mass Customization Customization Marketing • Advertisements Sales • Products Service • Positive / Negative Experiences Proposed Plan Customer Service • Helpful, Courteous & Concerned Interactive • Test, Questionnaires & Live Feeds Appealing Design • Clean, Clear & Interesting Integrating All of the Strategic Techniques Achieve the e-Business's CRM Information • CRM Experience • CEM Collaboration • CCM Relationship Marketing Objectives Personalized Customer Interaction • Each visit should be unique to the customer • Each visit will be different because the choices are different Customer Relationship Management (CRM) • Courteous • Educated • Personal Customer Experience Management (CEM) • Knowledgeable • Loyalty to the Customer • Pleasant Interactive Relationship Marketing • Navigational • Secure • Tracking Information Mass Customization • Target Market • Advertising • Individualization Customization • Personal Experience • Needs Met • Informative Resources The Economist Newspaper (2012) Combining Elements of Mass Production with those of Bespoke Tailoring Retrieved 12/23/2012 from http://www.economist.com/node/14299807 Jones, C. (2009) Communicating in Your Customers’ Preferred Channel Retrieved 12/22/2012 from http://web.twelvehorses.com/solutions/marketing/ Smith, S. (2012) Defining Customer Experience Management Retrieved 12/21/2012 from http://www.smithcoconsultancy.com/customerexperience-ideas/customer-experience-management/ Strauss, J., Frost, R. (2012) E-Marketing 6th Edition Pearson Education, Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458