Professional Documents
Culture Documents
Agenda
Main topic : Relationship marketing Course objectives Course content Pedagogical tools Documentation Evaluation
A relationship is a series of interactive episodes between parties over time but it is also a social and emotional construct
CRM is the process of continuously developing relations with individual clients in order to identify and create mutual benefits
Vision
Tools
Banks
Retailers
Not-for-profits
http://www.acxiom.fr/societe-marketing-direct/Pages/presentation.aspx
Spendings in $million
40
34.6 29.7
30
23.7 20.0
25.9
20
13.5
10 0
1999
2000
2001
2002
2003
2004
2005
2006
Mean estimates as of 2002 and 2003 across various providers CRM outsourcing services not included
Sources: IDC, Aberdeen, Gartner, Forrester
www.gsm-senior.com
Telephones with big touches, orthopaedic shoes, but also magnifying glasses for television screens: the supermarket Kthe and Karl, situated in the town of Grossrschen, in the east of Germany, has nothing of a traditional hypermarket. Its target: the seniors. Indeed, the 65 years and more already represents 20 % of the population. Germany is one of the oldest countries of Europe, just after Italy and by 2050, these consumers should represent a 386 billion euro purchasing power, according to the German Institute of economic studies (DIW). Some companies get ready for it by investing from now on this market. According to a study of DIW published in February, 2007, the consumption spending of 60 years and more on Germany amounts to 316 billion euro
www.lemonde.fr, 10.09.08
50 45 40 35 30 UK Worldwide
Scheduled Airlines
90
Household Appliances
90
Commercial Banks
90 85 80 75 70 65
P arcel Delivery
90 85 80 75 70 65
P ersonal Computers
90 85 80 75 70 65
P ublishing/ Newspapers
85
85
80
80
75
75
70
70
65
65
-8.4%
60
-3.5%
60
1994 1996 1998 2000 2002
-2.7%
60
-2.5%
60
-9.0%
60
-12.5%
(American Customer Satisfaction Index) with products and services Source: http://www.theacsi.org, University of Michigan
Source: Kumar and Reinartz, 2006, p. 10
Customers more knowledgeable in making purchase decisions More comparisons across providers and transactions
CRM objectives
We want to thoroughly understand ours customers needs even before they know them themselves Decreasing customer churn by increasing customer satisfaction Motivating customers to initiate revenue generating contacts with us Increasing the likelihood of the right response by a given customer or customer segment
To use technology to improve customer service and enable a greater degree of customer differentiation in order to deliver unique customer interactions
We want to attract customers both old and new through more personalized communications
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Agenda
Main topic : Relationship marketing Course objectives Course content Pedagogical tools Documentation Evaluation
27
Course objectives
develop your knowledge with respect to the concepts and the analytic tools of the relationship marketing apply the concepts and the tools studied in the analysis of real cases of companies or brands
bring you to a detailed and critical reflection on the relationship marketing such as it is applied in various sectors
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Agenda
Main topic : Relationship marketing Course objectives Course content Pedagogical tools Documentation Evaluation
29
Course content
The relationship strategy (company perspective) Relationship and relationship marketing definitions Business case and success factors Customer lifetime value Customer portfolio management The relational chain (consumer perspective) Perceived quality Customer satisfaction Customer trust Customer loyalty Complain management
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Agenda
Main topic : Relationship marketing Course objectives Course content Pedagogical tools Documentation Evaluation
31
Pedagogical tools
Testimonies from marketing experiences coming from different sectors of activity Teamwork
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Agenda
Main topic : Relationship marketing Course objectives Course content Pedagogical tools Documentation Evaluation
33
Documentation
Angot Jacques, Chumpitaz Ruben et Swaen Valrie (2009), Le marketing scientifique lusage des managers. Tome I : Ltude de la relation client , Die Keur, Bruges, Belgique (available at DUC). Slides and scientific articles given as illustration on ESAN virtual
Agenda
Main topic : Relationship marketing Course objectives Course content Pedagogical tools Documentation Evaluation
35
Evaluation
50% of the final evaluation: written exam Estimate the quality of your knowledge on the subjects taught in the courses, and your capacity to apply concretely concepts taught
30 % of the final evaluation: teamwork by 4 students with cases studies Maximum 5 pages per case, Times New Roman 12, Interline 1.5
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