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Chapter9-CRM.pptx
Module Title: Electronic Business
Undergraduate Studies Department
Customer Relationship Management (chapter 9)
Business and E Commerce Management: Strategy Implementation and Practice”, 5th Edition, Chaffey D(2011), FT Prentice Hall / Pearson
“Digital Business and E Commerce Management: Strategy Implementation and Practice”, 6th Edition,)
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Learning outcomes
Outline different methods of acquiring customers via electronic media
Evaluate different buyer behaviour amongst online customers
Describe techniques for retaining customers and cross-and up-selling using new media.
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Customer Relationship management (CRM
Customer relationship management (CRM) is an approach to building and sustaining long term business with customers.
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Customer life cycle
The stages each customer will pass through in a long term relationship through acquisition retention and extension.
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 9.16 Customer lifecycle segmentation
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 9.1 The four classic marketing activities of customer relationship management
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
CRM applications
Sales force automation
Customer service management
Managing the sales process
Campaign management
Analysis
Slide 9.‹#›
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
E-CRM benefits
Customer development
Managing e-mail list quality
Implementing e-mail marketing
Data mining
Personalisation and customisation
Customer service quality and multi-channel experience
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 6.7 Matrix of customer touch points for collecting and updating customer
e-mail contact and other profile information
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Figure 6.12 Alternative methods for reviewing customer feedback.
Source: Foresee Results (2011), Annual Ebusiness Report, published 19 July 2011, edited by Larry Freed.
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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CRM Industry Leaders
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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
