The structure of the course

CRM
ORGANISATION MARKETING ANALYSIS SYSTEMS

1_Elements of CRM

1_Customer knowledge

1_Relationship Data

1_CRM systems

2_Customer-supplier

2_Customisation

2_Data mining

2_Implementation

3_Strategy

3_Communication

3_Data selection

3_The future

4_Relationship oriented

4_Relationship policy

4_Data reporting

4_Conclusion

Analysis - Introduction
What Do You Need to Know? Use this formula to determine your data and information needs: What do you want to know about your customers? What data will point you in the right direction? With the data in hand, ask why these numbers are what they are.

Analysis - Introduction
An important foundation of analytical CRM is created by the relationship data. Making sure the proper data are recorded with the desired intrinsic quality makes it possible to implement a selected relationship policy

Analysis Introduction
An important foundation of analytical CRM is created by the relationship data. The relationship data are used in statistical and data mining analysis to make marketing selections The selection analysis is the result of: The segmentation analysis The cross-selling analysis The retention analysis

Analysis Introduction
An important foundation of analytical CRM is created by the relationship data. These data should also allow for the measurement of the effectiveness and efficiency of the dialogue with the customer Are proper channels being used? Have activities lead to the desired financial results?

Analysis Introduction
Management reporting Does it allow to finalise the strategy? Does it allow to communicate? Does it allow to evaluate?

1_Relationship Data
What types of external and internal sources are there to expand the database qualitatively and quantitatively?

1_Relationship Data
We usually have the essential data, be it only because of prevention of money laundering regulations, but what about the other essential data? How is the data stream organised when there is a change? There is the internal as well as the external challenge in the quality of the data

1_Relationship Data
The receiver of the information should have it the way he or she prefers Even the smallest of mistakes can arouse negative emotions! A customer will be sensitive to the way we use data and the time span allowed for it to be effective (for instance: contact centres data processing time)

1_Relationship Data
From a technical point of view the following elements will be key issues: The rules of the input of data (customer education) The time span of access to data (in & external) The avoidance of duplication The avoidance of errors The matching of data The rules for distribution Speed and reliability

1_Relationship Data
Which data? Decisions about which data should be the result of an ideal customer profile; it will be the foundation on which the organisation will implement its relationship policy and subsequently CRM

1_Relationship Data
Customer profile

Segment Customer value

Socio-demographic Annual contribution to profit

Transactions
Products Communication Satisfaction Customer

Type and contribution

1_Relationship Data
Price becomes a critical issue when:
1. Service quality seems indistinguishablecustomers

dont perceive any real difference between your offering and that of your competition.

2. Service quality seems universally poorcustomers do not believe that any provider can be relied upon to provide a superior service experience.

1_Relationship Data
Price becomes a critical issue when:
3. Service quality seems universally goodcustomers

believe they will receive an acceptable or even superior service experience at any location. This is more often true across a brand, such as a particular hotel chain, than across an entire industry segment.

2_Data mining
As you use the data and information youve gathered, remember a few rules of statistics: 1. Information is always old. It can only tell you what your customers did or thought yesterday. It will not guarantee a thing about what they will do tomorrow.

2_Data mining
As you use the data and information youve gathered, remember a few rules of statistics: 2. One person does not represent the group. Focus groups and surveys can be a lot of fun because you really get to know an individuals or small groups feelings. However, the only data that can show trends comes from statistically significant samples of the larger group.

2_Data mining
As you use the data and information youve gathered, remember a few rules of statistics: 3. Data is not a goal in itself; it is just a tool.

2_Data mining
The goal of data mining is mainly Related to the effectiveness of the sales effort
Example: price sensitiveness as result of promotions Example: effects of personalisation of an offer Example: for a specific product, determine who should be approached

Related to the selections

2_Data mining
How may statistical techniques (data-mining) be used to enrich the customer profile? How should the analysis process be designed? Which technique is going to be used?

2_Data mining
How should the analysis process be designed?
Goal Problem Analysis

Database

Analysis
Report

3_Data selection
Segmentation for the benefit of strategic marketing issues: How to divide the market into segments How to profile the segments How to develop the marketing service concepts per segments

4_Data reporting
How to evaluate the final result of the relationship marketing activities? How to define the economic customer value? How to work towards a balanced scorecard in this context?