17 Sep Refer to Chapter 4: Think about 3 types of companies or industriesy you have patronized or know (use different examples from the textbook).?? How can a company identify customers when
Refer to Chapter 4: Think about 3 types of companies or industriesy you have patronized or know (use different examples from the textbook). How can a company identify customers when those customers don’t talk to its representatives very often, if at all—at least not individually?
- Industry 1: What makes identifying customers difficult in this industry? How would the industry approach identifying its end users?
- Industry 2: What makes identifying customers difficult in this industry? How would the industry approach identifying its end users?
- Industry 3: What makes identifying customers difficult in this industry? How would the industry approach identifying its end use.
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
MKT 456-CRM Instructor: Cynthia Bellian, MBA E-mail: [email protected]
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Managing Customer Experience and Relationships: A Strategic Framework
Chapter 4
Identifying Customers
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Chapter 4 Preview
Gathering Customer Information: Transition from Traditional Marketing
The Goal of Identifying Customers
Customer Recognition
Assessing a Company’s Customer-Identifying Information
Identification Tasks
Customer Data: Technology, Types, Approaches
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Gathering Customer Information: Transition from Traditional Marketing
Gathering customer information in traditional marketing: measuring average demand in groups of customers
Gathering customer information in a customer-centric company: gathering customer-specific information in addition to aggregate information
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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The Goal of Identifying Customers
The goal of identifying customers: recognizing each customer as that customer at every contact, and then linking those data points to provide a full picture of the customer
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Customer Recognition
The first step in identifying customers is knowing one customer from another – to recognize customers
Sounds simple, but difficulties arise when companies sell directly to corporations or retail outlets, and don’t know who their end users are
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Assessing a Company’s Customer-Identifying Information: Step 1
How Much Customer Identification Does a Company Already Have?
Take an inventory of all customer data already available in any electronic format
Find customer-identifying information that is “on file” but not electronically compiled
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Assessing a Company’s Customer-Identifying Information: Step 2
Get Customers to Identify Themselves
Frequency marketing programs are an effective way to recognize customers and link identity to actual transactions
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Identification Tasks
Define
Collect
Link
Integrate
Recognize
Store
Update
Analyze
Make available
Secure
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Customer Data Revolution
Stan Rapp: the computer’s “three awesome powers”:
1. The power to record
2. The power to find
3. The power to compare
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Types of Customer Data
Customer identity tag: name, e-mail address, user name, etc.
Internally generated data: transactions, billing and account status, customer service interactions, etc.
Directly supplied data:
Behavioral data: purchase and buying habits
Attitudinal data: satisfaction levels, unmet needs, lifestyle, values
Demographic data: age, income, education, household
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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Key Approaches for Customer Data
Establish a trusting relationship with the customer, so the customer understands the tangible benefits of sharing information and trusts the company to protect privacy
Integrate the data across as many business activities as possible – particularly to front-line employees
Rashi Glazer: Information-intensive (“smart”) markets are breaking down traditional boundaries between product offerings, departments, and the firm and external world
Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers
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