www.drvkumar.com
Chapter One
www.drvkumar.com
Overview
Topics discussed: Marketing concept Link between CRM and Database Marketing CRM and Customer value Conceptualizations of CRM Relevance of CRM Data based Customer Value Management
www.drvkumar.com
Marketing-definition
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. American Marketing Association,2004
www.drvkumar.com
CRM
Applies database marketing techniques at customer level Develops strong company-to-customer relationships
www.drvkumar.com
CRM
Capture customer data and interact with the customer simultaneously
www.drvkumar.com
CRM is the practice of analyzing and utilizing marketing databases and leveraging communication technologies to determine corporate practices and methods that will maximize the lifetime value of each individual customer to the firm
www.drvkumar.com
www.drvkumar.com
Conceptualizations of CRM
Functional level: focuses on technology
Sales force automation in the sales function Campaign management in the marketing function
To build a single-view of customers across contact channels To distribute customer intelligence to all customer-facing functions
Frees CRM from technology underpinnings Describes CRM as a process to implement customer centricity in the market and build shareholder value
www.drvkumar.com
Selection
Interactions
Exchange of information and goods between customer and firm evolves as a function of past exchanges
www.drvkumar.com
End-users and intermediaries such as distributors and retailers Greater fine-tuning of segmentation strategies to eventually target individual customers with customized product offerings
Caution: Managing fairness in the exchange process is important to sustain mutually profitable relationships
www.drvkumar.com Copyright Dr. V. Kumar, 2005
Relevance of CRM
Firms are facing changes with respect to:
Consumers Marketplaces Technology Marketing functions
www.drvkumar.com
Time scarcity
Activities compete for customers time
www.drvkumar.com
Seconds
Figure shows that customers are less and less satisfied with the treatment they get from corporate call centers. The average time after which calls are abandoned fell by about 19% in just one year.
www.drvkumar.com
Commercial Banks
0
P arcel Delivery
0
P ersonal Computers
0 85 80 75 70 65
Publishing/ Newspapers
85
85
80
80
75
75
70
70
65
65
60
-8.4%
60
-3.5%
60
6 8 2000 2002
(American Customer Satisfaction Index) with products and services Source: http://www.theacsi.org, University of Michigan www.drvkumar.com Copyright Dr. V. Kumar, 2005
8 20 02 0 02 0
85
85
85
80
80
80
75
75
75
70
70
70
65
65
65
-2.7%
8 2000 2002
60
-2.5%
60
-9.0%
6 8 20 20 00 02
60
-12.5%
6 8 20 02 0 02 0
8 20 20 00 02
Customers more knowledgeable in making purchase decisions More comparisons across providers and transactions
Decrease in loyalty
Consequences
Marketers should be wary of placing heavy time demands on consumers The major challenge facing companies has become meeting consumer demands rather than cost reduction
www.drvkumar.com
1996
4+
www.drvkumar.com
More switching to private-label products with decrease in disposable income . Switching back to national brands with economy picking up and decreased unemployment. This link broken today. (Source: Information Resources, Sloan Management
Review, BCG Analysis)
www.drvkumar.com
Consequences
Better information about customer behavior and attitudes Better prediction of customer buying behavior Too much data can lead to misapplication and wrong analysis
www.drvkumar.com
Availability of new data collection and communication tools Marketing processes such as loyalty programs
www.drvkumar.com
Focus on acquisition, price and short-term transactions Proliferation of new contact channels Increased or flat cost of contact Decreased customer response Reduced value for advertising in any medium
Consequences
Pressure on the marketing function Marketing in danger of being restricted to advertising and media planning
www.drvkumar.com
www.drvkumar.com
To satisfy increasing customer heterogeneity To address concerns of marketing accountability To put available data to use To use customer profitability as the key objective function
www.drvkumar.com
www.drvkumar.com
www.drvkumar.com
Summary
From a strategic perspective, CRM is the process of selecting the customers a firm can most profitably serve and shaping the interactions between a company and these individual customers Assessing Customer Value is critical to CRM Rapid changes are taking place in the environment in which firms operate with respect to customers, market places, technology, and marketing functions These changes have driven the marketplace to become relationshipbased and customer-centric CRMs goal is to optimize the current and future value of the customers for the company
www.drvkumar.com