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JM503 – eMarketing
Week 11 e-CRM
From last week
• BBC – Click archive
E-CRM
• Assess the relevance of the concepts of
relationship, direct and database marketing
marketing on the Internet;
• evaluate the potential of the Internet to support
one-to-one marketing and the range of
techniques and systems available to support
dialogue with the customer over the Internet;
• assess the characteristics required of tools to
implement one-to-one marketing.
Is CRM worthwhile?
eCRM - Wallstrip Video
Questions for marketers
• How can the Internet be used to support the
different stages of the customer lifecycle?
• How do I implement permission marketing?
• What do personalisation and mass
customisation mean and how should I apply
them in my marketing?
Differences between relational and
transactional marketing
Transactional paradigm
Relational paradigm
Market segment
Individual customer
Transaction duration
Lifetime
Margin
Lifetime value
Market share
Most valued customers and
customer share
Dialogue and tailored
communications
Empowered clients
Mass market broadcast
Passive consumers
CRM applications
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Sales force automation
Customer service management
Managing the sales process
Campaign management
Analysis
CRM data
• Personal and profile data
– Contact details
– Preferences
• Transaction data
– Sales history
• Communications data
– Campaign history
– Research / Feedback / Support queries
– Contact reports (B2B)
CRM aims and focus
5Is
• Identification – can the customer be recognised
for different channel contacts?
• Individualisation – can communications and
products be tailored?
• Interaction – are communications two-way?
• Integration – is there a 360 degree view of the
customer?
• Integrity – is the relationship built on trust?
Permission marketing
• Key concepts
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Not interruption marketing
Not SPAM
Requires opt-in (online to e-mail)
Opt-out
Learning about the customer
Initial and continued relationship is based on
incentives
Mass customisation
and personalisation
Online relationship building
Example – Virgin Megastores
IDIC
e-CRM tools
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Database
Data mining
Personalisation systems
Outbound e-mail
Inbound e-mail management
Virtual communities
Tutorial next week
• Check Moodle for readings and research