For me, I would say the hardest part of CRM is managing one´s database and making use of available marketing information. The first orientated thought should be on maximizing the customers lifetime
with the company. Second, to satisfy that customer and third to maintain a competitive advantage over competitors. Customer relationships have phases that are not always understood. These phases
consist of roughly three parts; (1) acquisition, (2) retention and finally, (3) termination. Each phases has it´s share of critical areas that need to be examined.
Information should be gathered accordingly:
Phase 1: prospect, evaluation, acquisition management and recovery of old customers (brand switchers, inactive customers)
Phase 2: customer evaluation, complaint management, retention mechanisms,
Phase 3: brand switching
- decreasing customer loyalty
- deteriorating customer reponse rate
- higher demands from customers
- richer communication/interactive marketing
from others
What information should the marketing database provide?
- try understand the customer´s expectations and behaviour
- measure the customers value to the company
- lower the customer´s expectations and retention costs
- interact and communciate with the customers through non-
traditional channels.
communication partner
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communication101 (Sonntag, 17 März 2013 17:02)
For me, I would say the hardest part of CRM is managing one´s database and making use of available marketing information. The first orientated thought should be on maximizing the customers lifetime with the company. Second, to satisfy that customer and third to maintain a competitive advantage over competitors. Customer relationships have phases that are not always understood. These phases consist of roughly three parts; (1) acquisition, (2) retention and finally, (3) termination. Each phases has it´s share of critical areas that need to be examined.
Information should be gathered accordingly:
Phase 1: prospect, evaluation, acquisition management and recovery of old customers (brand switchers, inactive customers)
Phase 2: customer evaluation, complaint management, retention mechanisms,
Phase 3: brand switching
- decreasing customer loyalty
- deteriorating customer reponse rate
- higher demands from customers
- richer communication/interactive marketing
from others
What information should the marketing database provide?
- try understand the customer´s expectations and behaviour
- measure the customers value to the company
- lower the customer´s expectations and retention costs
- interact and communciate with the customers through non-
traditional channels.
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