CRM: WEEK 4 (1/30

1
CRM WEEK 4 (1/30 2/3)

• Last Week Highlights
• Define and Leverage Relationship Learning
• Building Trust Based Relationships
• IDIC Model
• Identify
• Differentiate
• Interact
• Customize
• Life Time Value of A Customer (LTV)
• Identifying most valuable customers
• RFM recency, frequentcy, monetary
• Operational vs. Analytical CRM definition
• Marketing Automation

2
CRM WEEK 4 (1/30 2/3)

• Monday (1/30) Objectives
• Review Identification Activities
• Data Needed
• Differentiating Customers
• Based on Value
• Future Oriented
• Convergys Case
• Managing Mix of Customers

3
CRM WEEK 4 (1/30 2/3)

• Monday (1/30) Objectives
• Review Identification Activities
• Customer data already collected
• Get customers to identify themselves
• BTB vs. BTC
• Data Needed
• Behavioral matched with promo events
• Attitudinal - AIO
• Demographic life stages

4
CRM WEEK 4 (1/30 2/3)

• Monday (1/30) Objectives
• Differentiating Customers
• Based on Value current vs. potential
• Future Oriented LTV
• Convergys Case life stages
• Managing Mix of Customers

5
CRM WEEK 4 (1/30 2/3)

• Wednesday (2/1) Objectives
• Differentiating Customers Based on Needs
• Leveraging Needs Differentiation to Build
  Customer Value
• Case Analysis Process
• Read Three Times
• Case Brief Components

6
CRM WEEK 4 (1/30 2/3)

• Wednesday (2/1) Objectives
• Differentiating Customers Based on Needs
• Needs segmentation versus demographic
• VALS
• Leveraging Needs Differentiation to Build
  Customer Value
• Customer portfolio similar needs (demographic
  profile)
• Monitor behavior relative to needs
• Best Face Foreward

7
CRM WEEK 4 (1/30 2/3)

• Case Analysis Process
• Read Three Times
• First Quick read to determine key issues in case
  and gain overall understanding of contest
  sketch out problems/issues facing management
• Second Detailed read to find relevant
  information to problems/issues and begin
  contemplating recommendations revise
  problems/issues as needed, jot down relevant
  background, alternatives and final recommendation
• Third Quick read to determine the fit of your
  recommendations
• Case Brief Components (see handout)

8
CRM WEEK 4 (1/30 2/3)

• Friday (2/3) Objectives
• NO CLASS FRIDAY (2/3)