Welcome.

Week 3

Strategic Relationship Marketing (CRM): MARK 4014

Professor John Paulo Cardoso
john.cardoso@georgebrown.ca
Personalization and Automation
Learning Objectives:

§ Mass Marketing vs. Personalization

§ Case Study: McDonald’s
§ Operational CRM (Automation)
inform + pursued + remind
How do brands win?
Student Participation
• How do brands win?

1) Group 1: Brands win through differentiation, remarkable products, constant development

and good customer experience.

2) Group 2: Brands succeed through the best customer experience and better research of
the market.

3) Group 3: A brand could win by minimizing the gap between the product's expectations
and the actual product being offered.

4) Group 4: A winning brand is a brand that is true inside (brand story, philosophy, etc) and
out (brand identity, brand character, etc) and communicate clearly to target audience.

5) Group 5: Powerful marketing strategy and personalized customer service

 The case for
mass marketing What is it exactly?
Welcome to “sharpian wisdom”

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 Sharpian Wisdom

Figure 2. Sharpian Wisdom. (Sharpe, 2010) 9

Physical
availability

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Physical Availability

In this context, physical availability spans the breadth and depth of

product distribution – i.e., supply chain, stores, shelves and delivery
immediacy. It is a space and time concept.

Physical availability means creating the frictionless transaction that makes

a product or service easier to buy. Any bank that aggressively builds new
branches or brewery that gains distribution in an underserved part of the
country are textbook examples of increasing physical availability. So too
are the ubiquitous click-and-collect services and self-check out stations at
nearly all major retailers.
Physical Availability

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Mental
availability

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Mental Availability

Mental availability refers to creating the all-important first, evoked choice

in the shopper’s mind. This is where marketing can have its greatest
impact. Mental availability is a more abstract concept. It is about
influencing purchase behavior by establishing powerful associations in the
shopper’s mind.
Mental Availability

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The pinnacle: Mental & Physical Availability

• Arctic Coke machines

significantly increase
physical availability
• Create a mental
availability as the
powerful association
as the quick-trip cold
drink experience

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Figure 5. Sharpian Quote. (Sharp, 2010) 17
Figure 6. Another quote. (Sharp, 2010) 18
Figure 7. Conventional vs. Sharpian. (Sharp, 2010) 19
Which track are you on?
personalization The Opposite of Mass
 McDonald’s and Personalization

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Figure 7. Personalized Example. (Tran, 2019)
 What is personalization?

Figure 8. Personalized Weather Examples. (Hurley, 2019) 23

Figure 9. Facts About Personalization. (Hurley, 2019)
Figure 10. Personalization Prediction. (“Gartner,” 2019) 25
What Is The Personalization Spectrum?

Figure 11. Personalization Spectrum. (“Forrester,” 2021) 26

So should
I personalize
or not?
Some things to
watch for….

Figure 12. Fundamentals Check. (“Forrester,” 2021) 27

Experiences Matter
to Consumers
But don’t stalk them with empty messages (“Forrester,” 2021)

• Superficial personalization
• I know your name and what you last purchased.
• Canned offers and content
• I know which products I want to sell you.
• Irrelevant retargeting messages
• I know what you browsed on my website.

• Duplicate cross-channel ads

• I know when you use your phone, tablet, and laptop.
• Prospect stalking
• I know you’re a really great lead.

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Okay, so what do we do?
Okay, so what do we do?

Build the customer real time journey

to avoid creepiness and
manufactured personalization.
A 360 -degree view
of the customer
has eight facets
Real-time journeys
add new dimensions
to marketing’s more
traditional customer
profiles.

Figure 14. 360 Degree View. (“Forrester,” 2021)

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 How do we do this?
Leverage technology to build 1:1 relationships that are unique and can’t be replicated

Figure 15. Customer Journey Tech. (“Forrester,” 2021)

Personalizing a https://www.youtube.com/watch?v=4JmKVXgAFNA
campaign: https://www.youtube.com/watch?time_continue=1&v=0
Share a coke wnJpTpbJPE

Figure 11. Share a coke. (“Coca-Cola,” 2015)

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Automize what?
sales + service + marketing
What is Salesforce Automation?

Salesforce management systems are information

systems used in customer relationship management
marketing and management that help automate some
sales and sales force management functions. They
are often combined with a marketing information system;
in which case they are often called CRM systems.
Sales Force
Automation
 Oracle’s SFA Solution

Figure 25. Oracle SFA Solution. (Butler & Mckann, 2019) 39

Members of the SFA Ecosystem
• Solutions providers
• Hardware and infrastructure providers
• Service providers

SFA specialists SFA as part of CRM suite SFA as part of Enterprise suite

Pipedrive Microsoft Dynamics IBM

Vertafore Salesforce.com Oracle

ContactWise Sage CRM SAP

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Customer overview configured for iPad

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 Account Management Screenshot

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Figure 27. Account Management. (Butler & Mckann, 2019)
Oracle Contact Summary Screenshot

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Figure 28. Summary (Butler & Mckann, 2019)
Lead Management Screenshot

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Opportunity Management Report

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 Oracle Pipeline Overview Screenshot

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Figure 30. Pipeline (Butler & Mckann, 2019)
Product Configuration: Build Your Own Jeep

Figure 31. Product Configuration. (Butler & Mckann, 47

2019)
Other Sales Management Tools

Activity management
Contract management
Document management
Event management
Incentive management
Order management
Quotation management
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Activity management keeps sales reps and managers aware of all activities, whether complete or pending, related to an account,
contact, or opportunity, by establishing to-do lists, setting priorities, monitoring progress and programming alerts. Activities include
preparation of quotations, scheduling of sales calls and following up enquiries, for example.

Contract management functionality enables reps and managers to create, track, progress, accelerate, monitor and control
contracts with customers. Contract management helps manage a contract's lifespan by shortening approval cycles for contracts,
renewing contracts sooner, and reducing administrative costs. The software may use security controls to ensure only approved
people have access to contracts.

Document management software allows companies to manage sales-related documents, keep them current and ensure that they
are always available to reps, managers and partners when needed.

Event management enables reps and managers to plan, implement, control and evaluate events such as conferences, seminars,
trade shows, exhibitions and webinars, whether run solo or jointly with customers or other partners.

Incentive management is an issue for sales managers who use commissions to lift, direct and reward sales reps’ efforts.

Order management functionality allows reps to convert quotations and estimates into orders once a customer has agreed to buy.

Quotation management software allows reps and managers to quote for opportunities. The software allows users to create, edit,
approve, and produce costed, customized, proposals quickly and reliably. Some vendors enable users to create multimedia
proposals with audio, animation and video.
Automated Sales tools

Product encyclopaedia

Product visualization

Proposal generation

Sales forecasting applications

Workflow development

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A product encyclopaedia is a searchable electronic product catalogue, that generally contains product names,
stock numbers, images and specifications. These can be stored on reps computers’ and/or made available to
customers online.

Product visualization software enables sales reps and customers to produce realistic images of products before
they are manufactured.

Proposal generation software allows users to create customized branded proposals for customers.
Sales forecasting applications offer sales reps and managers a number of qualitative and quantitative processes
to help forecast sales revenues and close rates.

Workflow development software is used to design sales-related processes including as the lead management
process and the event management process
Sales Management Reports
closed opportunities sales cycles
customer profitability sales by close date
lead conversion by sales person
source productivity
pipeline progress unresolved cases

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Sales Management Report

Figure 32. Sales Management Reporting (Butler & Mckann, 2019) 53

 Territory Management

Figure 33. Example of a Sales Territory Map. (“Maptive,” n.d.)

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For Example: Hubspot Sales

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Service automation
Service automation is the application of computerized
technologies to support service staff and management in
the achievement of their work-related objectives.

1) Enhanced service effectiveness

2) Enhanced service efficiency
3) Greater service agent productivity
4) Better agent work experience
5) Improved customer experience
6) Improved customer engagement
7) Improved customer retention
Kpi’s For Call- And Contact-centres

Volumes Received
Average Queuing Time
Average Handle Time (AHT)
Abandon Rate
Average Speed Of Answer
Response Time
First Call (Or Contact) Resolution (FCR)
Self-service Issue Resolution
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Case Assignment, Management & Escalation

Figure 34. Case Management (Butler & Mckann, 2019)

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Field Service Management Tools

Activity management
Contract management
Invoicing
Mapping and driving directions
Scheduling
Spare parts management
Workflow development
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Activity management enables service staff to review their workload, to-do list and priorities as directed by their
manager or scheduler, and to report back on progress and issue resolution.

Contract management functionality enables service engineers and managers to create, track, progress, accelerate,
monitor and control service contracts with customers.

Invoicing is a useful application for service technicians who are called to site to provide out-of-warranty service.
Having completed the job to the customer’s satisfaction, and captured the customer’s signature electronically, the
invoice can be raised on the spot, thereby accelerating cash flow.

Solutions that provide mapping and driving directions are very useful for service engineers who need to visit
customers’ homes or business premises. Taking into account the engineer’s point-of-origin, service locations, job
priorities, service level agreements and other variables, mapping solutions can minimize travel times and distances to
ensure that service tasks are performed optimally.

Scheduling involves planning and organising a service technician’s activity plan for a day, week or other period.
A technician’s schedule contains details on the customer, location, time, product and issue.

Spare parts management is an important application for field technicians. They can see what parts they have with
them on the road, check the inventory levels held by other technicians
Work-flow for field service operations will define how service requests are validated, how service tickets are issued,
how tickets are allocated, how problems will be diagnosed, how parts will be ordered, how problems will be fixed, how
customers will be invoiced, and so on.
 Job Management Application

Figure 35. Activity Report (Butler & Mckann, 2019)

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Customer Self-service Technologies

Web self-service
Interactive voice response (IVR)
Kiosks
Self-checkout
Apps
Knowledge-based

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Web Chat Window

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Figure 36. Web Chat. (Butler & Mckann, 2019)
Call Centre Management Tools

Agent management

Inbound communications management (ICM)

Predictive dialing

Queuing and routing

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 Customer
Service
History
(RightNow)

Figure 37. History (Butler & Mckann, 2019)

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 Oracle inbound telephony dashboard

Figure 38. Inbound Dashboard. (Butler & Mckann, 2019)

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 Customer service scripting screenshot (Kana)

Figure 39. Scripting (Butler & Mckann, 2019)

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Other Service Management Tools

Email response management systems (ERMS)

Outbound communications management

Service level management

Voice biometrics

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Customer communications management

Figure 40. Social Media Management. (Butler & Mckann, 2019)

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Google Primer Time!

• Search for the title and

complete the lesson.
• We will discuss as a
class afterwards.

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Marketing Automation

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 Benefits From Marketing Automation
• Enhanced marketing efficiency
• Greater marketing productivity
• More effective marketing
• Improved accountability
• Enhanced responsiveness
• Improved marketing intelligence
• Improved customer experience
• Improved customer engagement

Figure 13. Closed Loop. (Butler & Mckann, 2019)

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Functionality Offered By MA Software
Marketing campaigns Online - digital marketing Strategic and other marketing

Campaign management Social media marketing Integrated marketing

management
Direct mail campaign Programmatic advertising Marketing performance
management management
Email campaign Content management Loyalty management
management
Event-based marketing Keyword marketing Partner marketing
(also called event marketing
and trigger marketing)

Marketing optimisation Search engine optimisation Product life-cycle management

Tele-marketing Web analytics Asset management

Document management
Marketing analytics
Workflow development
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Campaign
management
• Workflow
• Segmentation and
targeting
• Personalization
• Execution
• Measurement
• Modeling
• Reporting

Figure 14. Oracle Example. Butler & Mckann, 75

2019)
Marketing Optimization: Scenario Testing

Figure 15. Closed Loop. (Butler & Mckann, 2019)

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 Lead Generation

Figure 16. Lead Generation. (Butler & Mckann, 2019)

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Direct Marketing

Direct mail Email

Telemarketing Personal selling

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Tele-marketing Functionality
Auto-dialling
Predictive dialling
Automated voice-messaging
Contact list management
Agent management
Do Not Call compliance
Screen pop with caller ID
Scripting, including objection response
Computer Aided Telephone Interviewing (CATI)
Interactive Voice Response (IVR)

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 Email Campaign Management Workflow

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Figure 17. Personalized Email Example. (Tran, 2019)
 Standardized Email Campaign Report

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Figure 18. Email Reporting. (Buttle & Maklan, 2019)
 Event-based or Trigger Marketing

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Figure 19. Event-Based Marketing Examples. (Hum, 2019)
Online Marketing Functionality

Develop and manage online content

Create a social media presence
Establish a blog
Create an engaging online customer experience
Develop and promote apps
Search engine optimization
Keyword marketing
Online advertising campaigns
Perform web analytics.
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 Personalizing Web Site Content

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Figure 20. Personalized Example. (Tran, 2019)
Digital Analytics

• explore data generated by

Digital customer behavior in interactive
analytics channels including online,
mobile and social media.

Web • a major component of digital

analytics, focuses on the
analytics behavior of website visitors.

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 Google Analytics Audience Report

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Figure 21. Google Analytics. (Buttle & Maklan, 2019)
 Social Media Marketing
• Marketers no longer
control brand-related
communication.

• Communication is now
multi-lateral, not
unilateral.

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Figure 22. Social Media Marketing. (Hubspot, 2019)
 Track consumer sentiment in social media.

Use social media to communicate with

5 stages of customers.

social media Integrate social media into customer

service.
customer
management Create a social media team across all
customer touch points.

Develop an integrated company-wide

social media strategy.

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 Google Analytics Dashboard Report

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Figure 23. Google Analytics Dashboard. (Buttle & Maklan, 2019)
Strategic & Other Marketing Management

Marketing performance management (MPM)

Integrated Marketing Management (IMM)
Marketing resource management (MRM)
Partner management
Product life-cycle management (PLM)
Asset management
Document management
Workflow deployment
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Marketing performance management (MPM) software enables companies to measure their marketing performance
though analysis and reports, and improve outcomes over time through closed-loop marketing.
Senior management is progressively becoming more demanding that marketers be accountable for their expenditure,
and MPM helps marketers meet that expectation. MPM, which is typically focussed on analysis of marketing tactics
such as events and campaigns, is routinely built into most MA applications.

IMM applications offer wide-ranging functionality to support large organizations with 50 or more marketing
practitioners.
The main role of IMM solutions is to help marketers align their analysis, planning, implementation and control activities
so that they can become more effective, efficient and accountable.

Marketing resource management applications consist of a range of automated tools that enable marketers to
manage their marketing processes and assets more effectively.
MRM toolkits enable:
Plan and budget marketing activities and programs.
Create and develop marketing programs and content.
Collect and manage digital content and knowledge.
Fulfill and distribute marketing assets, content and collateral.
Measure, analyze and optimize marketing resources (MRM analytics)

Loyalty management functionality allows organisations to develop and operate loyalty management programs.
The development of customer loyalty is a goal of many CRM programs. The availability of loyalty management
applications is a direct response to this need.
Partner management solutions enable companies to coordinate and work collaboratively with channel partners and
others.

Product life-cycle management (PLM) applications help marketers manage life cycle stages effectively and
profitably.

Asset management enables companies to identify, manage, track and control the assets that customers purchase,
license, use, install, or download. Assets can be either tangible, intangible or blended.

Document management software allows companies to manage marketing documents such as brochures, product
specifications, price lists, and competitive comparisons.

Workflow development software is useful for designing marketing-related processes, such as the campaigning
process, event-based marketing process, or the marketing planning process.
 Loyalty Management Functionality

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Figure 24. Loyalty Management. (Butler & Mckann, 2019)
Three Types Of Marketing Analytics

Online
Standard Analytical
Data Mining
Reports Processing
(OLAP)

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Data Mining Outputs
• the likelihood a customer will purchase a
Scores product; which customer to target for a
particular offer;

Predictions • how much a customer will spend in the coming

year; the probability of a customer defecting;

• the characteristics define profitable customers;

Descriptions the multi-dimensional profile of a customer
segment;

Profiles • the common characteristics of each customer

segment; the lifetime value of a customer

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This Week & Next Week
• TODAY: discussion post. (2% final mark)

• Do the Google Primer Exercise

• Next Week:

• In-class Workshop #2

• Be prepared

• Work on your modules for week 4