crm-奧美ppt36頁-wenkub
2023-01-27 19:48:11 本頁面
【正文】 % average return on sales.q Industry statistics show that 68% of customers walk away because of poor customer service.5Ogilvy MatherEvolution of CRMqMass MarketingqTarget MarketingqCRM6Ogilvy MatherMass Marketingq Replaced the intimacy of direct salesq One way municationq Wide geographic distributionq Lost is the personal touch with the customerq Mass marketing was enabled trough the technological improvements in TV, radio, printed press7Ogilvy MatherTarget Marketingq Direct mail, telemarketingq Receiving customer responseq Lack of specific data, average response rateq Islands of information8Ogilvy MatherCRMq Next evolutionary step, back to intimacyq Customer loyalty build on:q Understanding of customers wants, needs and valuesq Interactivity with the customer in the way customer prefer9Ogilvy MatherCRM Cycleq Assess? Who are the customers – demographics and lifestyle?? Where do they live?? What are they worth? What is their lifetime value potential?? What and how do they buy?? How can they be reached? How have they responded to promotions in the past and trough which channels they prefer to be reached? q Planq Executel Execution and management of the marketing campaigns and customer treatment plans.l Data gathe
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