4.10 customer management(2)

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Click to edit Master title style Click to edit Master text styles Second level Third level Fourth level Fifth level 05/02/2024 ‹#›

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MARK3014 Customer Management Week 19 CRM to Social CRM (Part 2) Presented by Shelton Giwa

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Have You Registered Your Attendance?

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This is an opportunity for DMU students to nominate academic or learning support staff for a new Students' Choice Teaching Award (SCTA). Students are invited to nominate a member or members of academic or learning support staff for one of these awards. Nominations can be made via online at dmu.ac.uk/scta2024 by Friday 24th February . style.visibility

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Students' Choice Teaching Award (SCTA).

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Agenda 5 – 9 February

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Situational Analysis & Objective Setting After reading short case study from MoneySavingExpert blog provided, you are required to do the following: Provide an overview of the situation- where the company is now Write down two objective for the company

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SKY CX Issues Poor customer services Non response Potential cancellation

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Let’s Recap

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How CRM is evolving with digital developments (including Social Media) Considerations & challenges for companies/organisations CRM to Social CRM ( SCRM ) Application of SCRM As part of Customer Management In particular, as part of multi -channel journey’s And how to actively listen to make continuous product & service improvements Last week … This week…

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When was the last time you made a purchase decision ONLY using a social media channel? Building customer dialogue and brand loyalty mostly comprises multiple touch points – customers expect to ‘switch channels’ with ease Web pages are increasingly the ‘digital shop window’ For social media , ‘’it's all about influence , social ads and a multi-channel path to purchase ’’ (emarketer, 2018) 40% of ecommerce purchases are started on another device (Criteo 2015) Increasing number of high street purchases begin in a digital environment Multi channel perspective: Social media as part of the overall experience ‘ Critical Moments of Truth ’ across multiple touch points Quality is perceived on multiple dimensions across the total customer experience Increasing expectation to ‘ make customers lives easier ’ Moments of truth - when something goes wrong, recover quickly and efficiently Generating trust and loyalty to both retain and recommend (NPS) Social media is rarely used by customers in isolation Why think about ‘multi channel’

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What does this mean for organisations ? Kaufman & Horton (2015)

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Digital marketing According to the Digital Marketing Institute, (cited in core text) digital marketing is: “The use of digital channels to promote or market products and services to consumers and businesses” Dibb et al (2016) define digital marketing as: The use of technology-led channels of communication and selling to manage customer interaction and provide customer experience in a digitally-connected environment. “Management and execution of marketing using digital electronic technologies and channels (e.g. web, email, digital television, wireless media) and digital data about user/customer characteristics and behaviour” (Baines et al., 2017:313) style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility style.visibility style.visibility

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Don Peppers on transparency & trust Key messages … Social Media brings transparency Transparency brings consumer power There is no hiding place for your products and services – they need to perform for customers Are you competent ? What are your intentions – will you do the right thing ; deliver what I need in the right way ? Do you have trustability ?

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Advantages of digital marketing Provides additional options for marketing communications Web searches and internet viewing have become routine behaviour. Gives marketers more direct and diverse channel possibilities Established companies are developing multi-channel strategies Many new entrants choose on-line trading only Enables marketers to capture greater insights into consumers Immediacy Two-way interaction Extensive profiling of customer histories and behaviours Explodes the ways in which marketers build relationships Far more direct and frequent interactions Bespoke tailoring of information , deals and propositions Provides access to customers 24/7 as never before - wherever they are, and whenever they want to connect. style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y style.visibility ppt_x ppt_y

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For each persona define preferences : Platforms (web, email, mobile) Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands Business application example : customer understanding is vital to an SCRM approach Smartinsights.com (2018)

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Which digital channels does your chosen company use? Activity 1- 5 minutes

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How do brands use digital media (and social media in particular?

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The impact of digital style.visibility style.visibility style.visibility style.visibility

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Other digital trends….

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Using the CW2 template on Learning Zone, start filling up the objective(s) and digital strategy sections. Bring completed document next week Takeaway Activity

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Thank You Any Questions?

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05/02/2024 Click to edit Master text styles Second level Third level Fourth level Fifth level ‹#›

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Can you take 18

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Metaverse: Apparently, it's the next big thing. What is the metaverse? - BBC News Machine learning, AI, apps 21

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Can you take 22

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PowerPoint Presentation Dr Shelton Giwa - [email protected] Shelton Giwa 19 2023-01-19T23:16:20Z 2024-02-05T09:36:44Z

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