Chapter 4 Review
AK47
mcr2e_chapter_4_slides.pptxManaging Customer Relationships: A Strategic Framework
Chapter 4
Identifying Customers
Course Title Instructor
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
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Chapter 4 Preview
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Gathering Customer Information: Transition from Traditional Marketing
The Goal of Identifying Customers
Customer Recognition
Assessing a Company’s Customer-Identifying Information
Identification Tasks
Customer Data: Technology, Types, Approaches
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Gathering Customer Information: Transition from Traditional Marketing
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Gathering customer information in traditional marketing: measuring average demand in groups of customers
Gathering customer information in a customer-centric company: gathering customer-specific information in addition to aggregate information
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The Goal of Identifying Customers
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
The goal of identifying customers: recognizing each customer as that customer at every contact, and then linking those data points to provide a full picture of the customer
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Customer Recognition
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
The first step in identifying customers is knowing one customer from another – to recognize customers
Sounds simple, but difficulties arise when companies sell directly to corporations or retail outlets, and don’t know who their end users are
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Assessing a Company’s Customer-Identifying Information: Step 1
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
How Much Customer Identification Does a Company Already Have?
Take an inventory of all customer data already available in any electronic format
Find customer-identifying information that is “on file” but not electronically compiled
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Assessing a Company’s Customer-Identifying Information: Step 2
Get Customers to Identify Themselves
Frequency marketing programs are an effective way to recognize customers and link identity to actual transactions
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Identification Tasks
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Define
Collect
Link
Integrate
Recognize
Store
Update
Analyze
Make available
Secure
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Customer Data Revolution
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Stan Rapp: the computer’s “three awesome powers”:
1. The power to record
2. The power to find
3. The power to compare
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Types of Customer Data
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Customer identity tag: name, e-mail address, user name, etc.
Internally generated data: transactions, billing and account status, customer service interactions, etc.
Directly supplied data:
Behavioral data: purchase and buying habits
Attitudinal data: satisfaction levels, unmet needs, lifestyle, values
Demographic data: age, income, education, household
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Key Approaches for Customer Data
Managing Customer Relationships: A Strategic Framework, Second Edition
Don Peppers and Martha Rogers
Establish a trusting relationship with the customer, so the customer understands the tangible benefits of sharing information and trusts the company to protect privacy
Integrate the data across as many business activities as possible – particularly to front-line employees
Rashi Glazer: Information-intensive (“smart”) markets are breaking down traditional boundaries between product offerings, departments, and the firm and external world
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