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    L13 MKT 517

    Uploaded by

    Ishita Gupta
    The document discusses customer relationship management and databases. It describes developing accurate and unique customer profiles in databases and measuring characteristics to profile customers. It also discusses data sources for CRM systems and ensuring data quality for identifying customers.

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    © All Rights Reserved
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    L13 MKT 517

    Uploaded by

    Ishita Gupta
    37 views20 pages
    The document discusses customer relationship management and databases. It describes developing accurate and unique customer profiles in databases and measuring characteristics to profile customers. It also discusses data sources for CRM systems and ensuring data quality for identifying customers.

    Original Description:

    CRM

    Original Title

    L13 MKT 517

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    © © All Rights Reserved

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    The document discusses customer relationship management and databases. It describes developing accurate and unique customer profiles in databases and measuring characteristics to profile customers. It also discusses data sources for CRM systems and ensuring data quality for identifying customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    37 views20 pages

    L13 MKT 517

    Uploaded by

    Ishita Gupta
    The document discusses customer relationship management and databases. It describes developing accurate and unique customer profiles in databases and measuring characteristics to profile customers. It also discusses data sources for CRM systems and ensuring data quality for identifying customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 20

    t ure # 1 3

    Lec

    MKT517
    Customer Relationship Management
    What it’s all about?
    Lecture Outcome

    Students will describes how an accurate, complete, current and unique


    customer profile develop in databases
    Recapitulate

    Frequency programs (FP's) are designed to provide rewards to _____.

    A. Customers who need to be encouraged to buy more frequently


    B. Customers who buy frequently but in small amounts
    C. Customers who buy infrequently in small amounts
    D. Customers who buy infrequently in large amounts
    E. Customers who buy frequently and in substantial amounts
    Think and Tell

    Creating a distinction between the communication and service levels of


    so-called gold, silver and bronze customers can lead to irritation among
    customers. How can this irritation be prevented? In your opinion, how
    should a company handle this situation?
    • Think of five examples of companies which
    implement a database management. Explain
    your answer.
    Probable Questions
    • How to measure and control for the quality of relationship data used to
    identify customers?
    • How can we profile customers?
    • What types of databases are there (structured and relational)?
    • Which characteristics may be used to describe customers?
    • How can we measure these characteristics?
    • How can we maintain the customer profile?
    • What types of external and internal sources (lists) are there to expand the
    database qualitatively and quantitatively?
    Discussion…..

    Which measures would you recommend a company such as a holiday


    park to use to manage the intrinsic quality of the data which allows it to
    identify its customers?
    Relationship data used to identify a customer
    include:
    (a) the basic data consisting of name, address, sex and company name;
    (b) supplementary data on the date of birth or incorporation date,
    nationality or industry, telephone number, legal form, company
    registration number.

    CRM can serve as an analytical tool to create a sales pipeline for


    forecasting and improving customer satisfaction. It also helps with
    creating personalised experiences based on past interactions.
    What are the data sources for CRM?
    -Internal sources
    -External sources
    https://www.destinationcrm.com/Articles/Columns-Departments/The-Tipping-Point/6-Data-Categories-Your-CRM-Syste
    m-Should-Be-Capturing-113303.aspx
    Sub-aspects of analytical CRM
    Data quality operationalised
    • Complete
    •Within the record
    •Within the universe
    • Current
    •Up-to-date
    • Correct
    •Form
    •Content
    • Valid vs. correct
    • Integrity
    • Unique
    •No duplicates?
    Identification
    Term Definition Measurement

    Accessibility Percentage of customers 95% x


    identified in call centre in
    less than 30 seconds
    Complete Percentage of customers 40% x
    with complete file
    Correct NA, phone, e-mail 48% =
    transaction history
    Data quality call centre 18%
    Identification

    Term Definition
    Consequences for Measure-
    call center ment
    strategy/objectives
    Accessibility % customers identified in 95% x
    call center < 30 sec
    Costs to correct mistakes
    Complete % customers with complete 40% x
    file
    Customer satisfaction
    Correct NA, phone, e-mail 48% =
    Employee
    transactionsatisfaction
    history and
    Data quality
    retention 18%
    call center Missed turnover
    Data quality – identification
    the business case

    The value of
    data quality Returned . . .

    Billing
    The costs of a
    lack of quality Irritation

    Waste

    Conversion

    Cross-selling
    The added value
    of quality
    Retention, etc.
    Figure 9.1 Socioconsult compass
    Source: © Motivaction International B.V. 1999 www.motivaction.nl
    Social environments in Europe
    Source: © Motivaction International B.V. 1999 www.motivaction.nl

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