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BSAD 372 - CH 8
1.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Part 2 Strategy and applications Chapter 8 Customer relationship management Digital Business and E-Commerce Management Seventh Edition
2.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Learning outcomes • Outline different methods of reaching and acquiring new customers via digital media • Evaluate different buyer behaviour amongst online customers • Describe techniques for retaining customers and cross- and up-selling using digital media communications
3.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Management issues • Which digital media should we invest in to reach new audiences? • What are the practical success factors for using digital media to make customer acquisition more effective? • What technologies can be used to build and maintain the online relationship? • How do we deliver superior service quality to build and maintain relationships?
4.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved What is CRM? • You have a job interview for the AA working in the CRM team (www.theaa.co.uk) • How would you explain the terms: – CRM – e-CRM • Why does Centrica have a CRM function? – Why is CRM different? – What are benefits of this approach?
5.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved e-CRM – a definition e-CRM is: • Applying… Internet and other digital technology… (web, email, wireless, iTV, databases) • to… acquire and retain customers (through a multi-channel buying process and customer lifecycle) • by… improving customer knowledge, targeting, service delivery and satisfaction.
6.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Marketing applications of CRM • A CRM system supports the following marketing applications: – Sales force automation (SFA). Sales representatives are supported in their account management through tools to arrange and record customer visits. – Customer service management. Representatives in contact centres respond to customer requests for information by using an intranet to access databases containing information on the customer, products and previous queries. – Managing the sales process. This can be achieved through e-commerce sites, or in a B2B context by supporting sales representatives by recording the sales process (SFA).
7.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Marketing applications of CRM (Continued) • Campaign management. Managing ad, direct mail, email and other campaigns. • Analysis. Through technologies such as data warehouses and approaches such as data mining, which are explained further later in the chapter, customers characteristics, their purchase behaviour and campaigns can be analysed in order to optimise the marketing mix.
8.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.1 The four classic marketing activities of customer relationship management
9.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.5 A summary of an effective process of online relationship-building
10.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Source: Smart Insights (2010) Introducing RACE: A practical framework to improve your digital marketing. Dave Chaffey, 15 July. www.smartinsights.com/blog/digitalmarketing- strategy/race-a-practical-framework-to-improve-your-digital-marketing Figure 8.6 Reach–Act–Convert– Engage model
11.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.7 A summary of how the Internet can impact on the buying process for a new purchaser
12.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Source: Bart et al. (2005). Figure 8.8 A model of the relationship between different aspects of trust and consumer response based on Bart et al.’s eight website categories
13.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.9 Most-trusted sources of information for consumers on products and services in the UK in 2014 Source: www.statista.com/statistics/324550/most-trusted-source-of-information-on-products-services-in-theunited-kingdom-uk
14.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.10 Measures used for setting campaign objectives or assessing campaign success, increasing in sophistication from bottom to top
15.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.11 An example of effectiveness measures for an online ad campaign
16.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Which are the ranking factors affecting position in Google SERPs? 200 + − • On-page optimisation – Document meta data – Document content – Creation of new pages • Off-page optimisation – Link-building External links • ‘Links in’ • ‘Backlinks’ • ‘Inbound links’ AND internal links • Behavioural – Popularity of sites from toolbar • Google’s search spam filters
17.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Which SEO ranking factors should I focus on? • On page optimisation: – <title> tag = 4.9/5 – Keyword frequency and density = 3.7/5 – Keyword in headings = <h1> = 3.1, <h2> = 2.8 – Keyword in document name = 2.8 – Meta name description = 2/5 – Meta name keywords = 1/5 • Off-page optimisation: – More backlinks (higher PageRank) = 4/5 – Link anchor text contains keyword = 4.4/5 – Page assessed as a hub = 3.5/5 – Page assessed as an authority = 3.5/5 – Link velocity (rate at which changes) = 3.5/5 See http://www.seomoz.org/article/search-ranking-factors
18.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Which factors affect returns from paid search? • Distribution of daily budget • Amount bid (Max CPC) • * Clickthrough rate • * Creative quality including creative testing • * Campaign structure • * Match types especially negative matches • Use of content network • Time-of-day (day parting) • Landing page quality • Click fraud! • * In Google AdWords, Live Search and Yahoo! Quality Score especially important
19.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.12 Stages in producing natural search engine listings
20.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Source: Altimeter (2010). Figure 8.18 Aspects of social CRM
21.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.19 Online PR categories and activities
22.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.24 Activity segmentation of a site requiring registration
23.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.25 Different representations of lifetime-value calculation
24.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.26 An example of an LTV-based segmentation plan
25.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.27 Customer lifecycle segmentation
26.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.28 RFM analysis
27.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Figure 8.29 An overview of the components of CRM Technologies
28.
Copyright © 2019,
2015, 2011 Pearson Education, Inc. All Rights Reserved Summary • You should be able to outline different methods of reaching and acquiring new customers via digital media • You should be able to evaluate different buyer behaviour amongst online customers • You should be able to describe techniques for retaining customers and cross- and up-selling using digital media communications
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