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Presentation Topics 2011 Part 2 Update 19.06
Presentation Topics 2011 Part 2 Update 19.06
Presentation Topics 2011 Part 2 Update 19.06
Customer Relationship Management An International Perspective Presentation Topics 1. Basics f CRM Perspective and R 1 B i of CRM: P ti d Requirements i t (Christian() 2. The R l f Customer S ti f ti M 2 Th Role of C t Satisfaction Measurement within t ithi CRM (Britz, Fuchs..) 3. 3 Complaint Management: Chances within a CRM CRMEnvironment (Derich, Metz und Stass) 4. 4 Constructing Loyalty/Reward Programs (stand alone) (stand-alone) Hans Lauer et al. 5. 5 Issues in International Partnering Programs Wieda et al al. 6. Dialogue Marketing/Closed Loop Marketing Martyna et al. 7. 7 CRM T l Tools
Prof. Dr. T.Knig International Master
Aspects to be considered
Definition d D fi i i and components of CRM f CRM as part of overall company strategy Transaction vs. relationship perspective vs Development and forms/configurations of CRM Idea of Market Segmentation Customers varying in value/Calculations of Customer Value (Customer-Lifetime-Value) Data/information basis considering data protection/differing laws on international basis Organisational requirements Forms of implementation (overview) Reasons for failed CRM projects
Aspects to be considered
Definition of Customer Satisfaction (CS) Theories on CS Strength/boundaries of CS / pros and cons CS as a driver of loyalty/driver of profit International differences in measuring CS International examples of CS orientation Net-Promotor score (concept, measurement, application and evaluation) Linking CS results to CRM (segment-based or individual marketing)
Prof. Dr. T.Knig International Master
Aspects to be considered
Definition(s) of Complaints, voiced and unvoiced complaints V l of Complaints, complaint satisfaction Value f C l i t l i t ti f ti International Differences in Complaint Behavior and complaint handling (coherence to culture dimensions?) Effect of Complaint Handling on customer loyalty? Process of building up a complaint management Issues in International complaint management (differences between countries, challenges for countries multinationals) Industries, countries.., Different approaches required? Industries countries
Prof. Dr. T.Knig International Master
Aspects to be considered
Forms of loyalty/reward programs y y p g Conceptual issues: Objectives, Required data base, cost, benefit, benefits to the customers (material, financial, emotional, ...) Applicability d functionalities A li bilit and f ti liti currency and value of it (internal/external view) Redemption policy Bonus- vs. status programs Bonusses/rewards (of own company, of others), material/financial, non-material, Different forms of rewards for motivating different behavior Best practices on international basis (Tesco AA M&M ) (Tesco, AA, M&M, )
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Aspects to be considered
Concept of partnering programs C f i Advantage/Disadvantage of Stand-alone versus partnereing p g programs/ Pros and Cons/ Suitability for certain industries? y What to contribute what to get Joint data base? Perception from the customers point of view? currency and value of it (internal/external view) Redemption policy Bonus- vs. status programs Bonusses/rewards (of own company, of others), material/financial, ( p y, ), , non-material Different forms of rewards for motivating different behaviors
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Aspects to be considered
Definiton Planning and analyzing marketing measures, implementation, controlling, modification of measures i l t ti t lli difi ti f Personalized/segmentspecific promotions/campaigns: data based marketing, design (test and control group) marketing (testgroup), response measurement Adjusting communication measures (individual basis basis, segmentbased) Permission-based marketing considering all chanels Permission based (mail, call, email, mobile, sms marketing) Inbound- vs. Outbound Communication Sales Management and Tools
Prof. Dr. T.Knig International Master
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7. CRM-Tools 7 CRM T l
Aspects to be considered
Typical functionalities of CRM-Tools: Customer data base, analytical CRM, campaign management, callcenter service customer self service loyalty ) service, service, loyalty, ) Market overview CRM-tools Implementation costs: examples Trends (voice of the customer, social media, self service, ) )
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Literature Lit t
Bruhn, M Homburg Ch. (Hrsg.): Bruhn M., Homburg, Ch (Hrsg ): Handbuch Kundenbindungsmanagement Strategien und Instrumente fr ein erfolgreiches CRM, (aktuelle Auflage), Wiesbaden. Frst, A. (2005): Beschwerdemanagement Gestaltung und Erfolgsauswirkungen, Wiesbaden. Helmke, S., Uebel, M.F., Dangelmaier, W (Hrsg.): Effektives Customer R l ti H l k S U b l MF D l i W. (H ) Eff kti C t Relationship hi Management Instrumente, Einfhrungskonzepte, Organisation, (aktuelle Auflage), Wiesbaden. ( g) g g (aktuelle Hippner, H., Wilde, K. D. (Hrsg.): Grundlagen des CRM Konzepte und Gestaltung, ( Auflage), Wiesbaden. Homburg, Ch. (Hrsg.) (2008): Kundenzufriedenheit - Konzepte, Methoden, Erfahrungen, 7. Auflage, Wiesbaden. Homburg, Ch., Frst, A. (2005): How complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach, Journal of Marketing, 69, 3, 95-114. Homburg, Ch., Schfer, H., Schneider, S. (2007): Sales Excellence: Vertriebsmanagement mit System, 5. Auflage, Wi b d S t 5 A fl Wiesbaden. Humby, C., Hunt, T., Philipps, T. (2007), Scoring points : how Tesco continues to win customer loyalty, 2nd ed. London Stauss, B., Seidel, W. (aktuelle Auflage): Complaint Management: The Heart of CRM, Exeter, UK.
Prof. Dr. T.Knig International Master
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