Customer Relationship

Management
MBA. Vu Van Hai
Topic 5
CRM STRATEGY
PLANNING
 5.1
The CRM Strategy
Cycle
 ----------------------------------
The CRM Acquisition Retention
Strategy
Cycle
Win-
Back
 5.2
Acquisitions Strategies
 ----------------------------------
• Aimed at prospects, not customers
• Once prospects become customers,
then retention strategies can develop
business, and win-back strategies can
Acquisitions regain the business if lost
• Companies mine databases to identify
Strategies the types of prospects who are likely
to respond to acquisition efforts and
become customers
• Attempt to capture potential
customers’ identities and begin a
dialogue
 • Reduce adverse selection

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• Results in wasted time and money
in promotional efforts
• Results in negative word of mouth
when applicants must be rejected
• Develop acquisition program through
Acquisitions qualitative and quantitative
marketing research
Strategies • Determine the benefits and
weaknesses of the proposed
program vs. competitors’ programs
• Eliminate switching costs
• Time the acquisition
• Present the offer at an appropriate
time in life cycle
 ----------------------------------
• Encourage word-of-mouth
Acquisitions referrals
Strategies • Pay for them (offer
discounts)
 5.3
Retention Strategies
 ----------------------------------
• Customer equity is more dependent
on customer retention than
customer acquisition
• Programmatic bonds
Retention • Rewards programs and
Strategies procedures that make it difficult
for customers to switch providers
• Humanistic bonds
• The treatment given to customers
by highly trained personnel
 • Providing and attaining intimacy

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through conversational
marketing, dialogue marketing,
and event-based marketing
• Make communication on a
Retention timely and informative basis
possible
Strategies • Moments of truth
• Instances of contact between a
customer and a firm that give
the customer an opportunity
to form an impression about
the firm
 ----------------------------------
• Preferential treatment
• The customer’s perception of
how much better they are
treated than the company’s
Retention other customers
Strategies • Rewarding
• The company offers tangible
benefits to its regular
customers in return for
loyalty
 ----------------------------------
• Personalization
• Internet: the ability of a
customer to modify the
Retention website to suit his or her
Strategies own purposes
• General service encounter: a
consumer’s perception of how
personally they are treated
 ----------------------------------
• Customization
• Internet: the company
modifies the website to suit
the needs of the customer
Retention • General service encounter: the
ability of the company to
Strategies adopt its 4 P’s to the needs of
a consumer or company
• Cross-Selling
• Bundling items after
determining customer habits
 ----------------------------------
• Upselling
• Mass marketing has given
way to target marking,
Retention making conversational
Strategies marketing possible
• Is introduced after the
relationship has progressed
into the commitment stage
Distinguish customization and
personalization?
 5.3
Win-Back Strategies
 • Companies need to concentrate more
on retaining customers through CRM

----------------------------------
than attracting only new customers
• Based on defection analysis, to
identify why customers leave
• May be outside the organization’s
control
Win-Back • Moving
Strategies • Life-cycle changes
• Novelty seeking
• Include customers migrating
downward
• Price the customer paid in the
prior relationship affects price
sensitivity and behavior in
reacquisition and retention
 ----------------------------------
The top 20%
of customers
account for
80% of profits
Discussion
1&6 Describe any products, brands, or companies that you
deal with that are best described in terms of true loyalty,
spurious loyalty, latent loyalty, and no loyalty.
2&5 What brands can you think of that have a strong
personality for college students, young adults, adults in
their thirties, and retired seniors? Are there any products
or brands that you are satisfied with and yet are not
predisposed toward loyalty?
3&4 List five retention strategies and give an example of
each.
Discussion
1.3.5Describe any products, brands, or companies that
you deal with that are best described in terms of true
loyalty, spurious loyalty, latent loyalty, and no loyalty.
2.4.6 What brands can you think of that have a strong
personality for college students, young adults, adults in
their thirties, and retired seniors? Are there any
products or brands that you are satisfied with and yet
are not predisposed toward loyalty?
CRM Planning(30%)
• CHỦ ĐỀ: LẬP KẾ HOẠCH CRM CHO MỘT DOANH NGHIỆP CỤ THỂ.
• NỘI DUNG BÁO CÁO GỒM:
q GIỚI THIỆU TÓM LƯỢC VỀ DOANH NGHIỆP
ü Lịch sử hình thành
ü Tầm nhìn, sứ mệnh
ü Cơ cấu tổ chức
q HIỆN TRẠNG QUẢN LÝ CRM CỦA DOANH NGHIỆP
q BÁO CÁO NGHIÊN CỨU THỊ TRƯỜNG
q KẾ HOẠCH CRM NĂM 2023
CRM Planning(30%)
Tiêu chí đánh giá nội dung Báo cáo:
• Mục tiêu tổng thể của DN, & mục tiêu cụ thể của CRM.
• Nhu cầu thị trường và khách hàng mục tiêu
• Chiến lược cạnh tranh.
• Kế hoạch CRM chi tiết (chiến lược & chiến thuật)
• Tổ chức và đánh giá hoạt động CRM (KPIs)
• Quản trị cơ sở dữ liệu khách hàng.
Chúc các bạn thành công!