C5:Relationship Marketing using Digital Platform
Relationship Marketing
a strategy designed to foster customer loyalty, interaction, and long-term engagement. More to retention (kekal) than customer acquisition
e-Customer Relationship Management (e-CRM)
activities to manage customer relationships by using the Internet, web browsers or other electronic touch points
e-CRM activities
Website and social networks for customer development
Managing customer profile information and email list quality
Data mining
Online personalization or mass customization facilities
Online customer service facilities/ service quality
Multichannel customer experience
Use SosMed to improve Customer Loyalty and Advocacy (pengakuan)
SosMed is based on C2C to increase awareness of our brand through social media amplification while minimizing negative mentions
Social media amplification: a method of increasing awareness of a brand through organic and paid sharing of social media updates
Social CRM
The process of managing C2C conversation to engage existing customers, prospects and other stakeholders with a brand and so enhance customer relationship management.
SosMed Activities Requiring Management
- Listen and manage reputation
2: Transform the brand through social media
3: Acquiring new customers
4: Increase sales to existing customers
- Deliver Customer Service
The Challenge of Customer Engagement
aimed at strengthening the long-term emotional, psychological and physical investment a customer has with a brand.
Media fragmentation
Describes a trend towards increasing choice and consumption of a range of media in terms of different channels such as web, mobile and within channels
Involvement- website visits, time spent, pages viewed.
Interaction -contributed comments to blogs, quantity/frequency of written reviews and online comments as well as comments expressed in customer service
Intimacy- tracking on third-party sites including blogs and reviews, as well as opinions expressed in customer service calls
Influence- This is advocacy indicated by measures such as likelihood to recommend, brand affinity and content forwarded to friends.
C5: Part 2
Benefits of Using CRM to Support Customer Engagement (penglibatan)
Targeting more cost-effectively
Permission marketing
Delivering loyalty programmes
Lower costs
Increased depth and breadth of information
Marketing Applications of CRM
Sales force automation
Customer service management
Managing the sales process
Customer communications management
Analysis
Customer Life-cycle Management
The stages each customer will pass through in a long-term relationship through acquisition, retention and extension
STAGE 1: Customer Selection
STAGE 2: Customer Acquisition (pemerolehan)
STAGE 3: Customer retention
(kekal)
STAGE 4: Customer Extension (sambung)
Identifying key customer segments and targeting them for relationship building
Strategies and techniques used to gain new customers.
Techniques to maintain relationships with existing customers.
Techniques to encourage customers to increase their involvement with an organization
Customer Extension Techniques
Re-sell
Cross-Sell
Up-Sell
Reactivation
Referrals
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Permission Marketing
gives users the chance to voluntarily choose what they want to learn more about without feeling violated.
Opt-In
Opt-Out
Agreement to subscribe website
Unsubscribe
Interruption marketing refers to marketing communications that disrupt customer’s activities. E.g.: Pre-roll ads that play before video content.
Personalization (or one-to-one marketing) is the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology.
Mass customisation is the creation of tailored marketing messages or products for individual customers or groups of customers typically using technology to retain the economies of scale and the capacity of mass marketing or production.
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