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CRM & the New Economy

CRM & the New Economy. Dirk van der Laan University of Applied Sciences Windesheim School of Business & Economics Zwolle The Netherlands. CRM in the new economy. What is the new economy? Trends & characteristics E-business design: change from Focus on supply to Focus on demand

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CRM & the New Economy

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  1. CRM & the New Economy • Dirk van der Laan • University of Applied Sciences Windesheim • School of Business & Economics • Zwolle • The Netherlands CRM & the new economy april 09

  2. CRM & the new economy april 09

  3. CRM & the new economy april 09

  4. CRM in the new economy • What is the new economy? • Trends & characteristics • E-business design: change from • Focus on supply to • Focus on demand • Growing power of the customer: • CRM • The latest developments CRM & the new economy april 09

  5. New economy • Webshopping in the Netherlands • 2000 – 2006 growth from 0,5 to 3,8 billion • Average shopping amount grew from 269 to 441 CRM & the new economy april 09

  6. Aspects of the new economy • Digitalization and connectivity • Digital products Software, cd’s, manuals, mp3, Ipod • TDC (time, distance, complexity) • Rapid world 24*7 • Worldwide economy callcenters in India • Complex world mortgage, calculations • Disintermediation and reintermediation: changes in the industrial column • Dell, tickettracker.nl, air france.com, easyjet, independer CRM & the new economy april 09

  7. Aspects of the new economy • Customization • Reverse of chains Dell • Transparency of markets • Individual offers and demands • Harley-Davidson, Mercedes, Windesheim • Demanding customers • Letsbuyit.com (buyers join forces) • Services instead of products • OCE • Industry convergence • Kodak (chemicals to electronics) • Shiseido (cosmetics to dermatology drugs) • Disney (cartoons, theme parks to films, hotels, ships, retail stores) • Vodafone (digital television, phone, new services) CRM & the new economy april 09

  8. customizing www.italiaanseoverhemden.nl CRM & the new economy april 09

  9. CRM & the new economy april 09

  10. Conclusion • Power to the Customer • Competitor is 2 clicks away CRM & the new economy april 09

  11. New economy • Knowledge • Creativity • Relationships CRM & the new economy april 09

  12. How to react on the demands of the new economy??? CRM & the new economy april 09

  13. E-Business design • Self diagnosis • Reverse the value chain • Choose a focus • Service excellence (customer intimacy) • Operational excellence • Continuous innovation excellence CRM & the new economy april 09

  14. E-Business design CRM & the new economy april 09

  15. Here we come to CRM • What is CRM??? CRM & the new economy april 09

  16. CRM • CRM means: • Redesigning functional roles • Reengineering work processes • Motivating people • Implementing CRM technology • CRM creates the possibility to realize customization CRM & the new economy april 09

  17. CRM definitie 1 • CRM is the continuously and systematically creating and developing of relationships with individual customers to obtain mutual benefits. CRM & the new economy april 09

  18. CRM • Customer Relationship Murder CRM & the new economy april 09

  19. CRM & the new economy april 09

  20. CRM • CRM comprises 3 phases: • Acquiring new customers (relatively expensive !) • Like going on a first date • (only a determined suitor acts despite the feelings of insecurity, hesitancy, fear and anticipation) • Enhancing the profitability of existing customers • Cross-selling • Other product, complementary item • Up-selling • Similar product of better quality • Deep-selling • Selling more of the same product cup a soup (instant soup) • Lower the costs • (self service gas station, event driven marketing) • References • Tupperware parties • Retaining profitable customers • Reward agents that retain customers • Reward customers that retain (State Farm insurance) • Branding, loyalty programs CRM & the new economy april 09

  21. CRM Customers Sales Sales/customer enhancing retention acquisition CRM & the new economy april 09

  22. CRM marketing and fulfillment • Sell well and deliver fast • Campaign management • Opt-in and opt-out • Fulfillment structure: product delivery and question answering • Sales force automation CRM & the new economy april 09

  23. CRM loyalty and retention • Keep track of the account and transaction histories of your customers • Site is built to sell • Integrate e-commerce systems with traditional sales channels and fulfillment apps CRM & the new economy april 09

  24. Value drivers CRM • improved ability to target profitable customers; • integratedofferingsacrosschannels; • improved sales force efficiency and effectiveness; • individualized marketing messages; • customizedproducts and services; • improved customer service efficiency & effectiveness • improvedpricing CRM & the new economy april 09

  25. New economy • Customer segments • Customer lifetime value • Focus on stakeholders • Customer retention • Customer satisfaction • Under-promising, over-delivering CRM & the new economy april 09

  26. CRM • Information system • Customer • Product • Process • Communication • Marketing CRM & the new economy april 09

  27. Modern marketing • Growing power of Google • Search engine marketing • Conversion-marketing • Web analytics • Multivariabletesting CRM & the new economy april 09

  28. The latest developments • Experience Economy • Not only information exchange but experience • Games • Clips • Meeting places • Good quality • Blue ray • 17 inch • Audio surround • This is a communication platform for marketeers! CRM & the new economy april 09

  29. New ways of communication • Viral marketing • Hyves, facebook, MSN • Mobile Marketing • Experience • Youtube Wilders, Obama • Social Media • Crowd Sourcing • Social webshopping • Cobrowsing, chatting, swarming • LiveCom & Cobrowser.net CRM & the new economy april 09

  30. Social Media • Crowdsourcing • Data mining • Rating • Co creation • Word of mouth Marketing

  31. Zoekterm “Geert Wilders” • Geert Wilders: Pushing the envelope Radio Netherlands - Jan 24 2008 • Geert Wilders’ anti-Koran film goes live on Internet PanARMENIAN.Net - Mar 28 2008 • Prosecutor will not charge Dutch politician Geert Wilders for incitement against Muslims San Diego Union Tribune - Jun 30 2008 • Dutch court orders prosecution of anti-Islamic legislator Geert Wilders KBS Radio - Jan 21 2009 • Geert Wilders, martyr Telegraph.co.uk - Feb 12 2009

  32. Marketing + Education

  33. Before Current Community Brand Relation Relation Consumer Relation

  34. Crowd sourcing

  35. Tom tom map share Proft Firm No proft No proft Proft User

  36. Before: 100 designers avg age 29 After: 1.000.000 designers avg age 9

  37. AFOL: Adult Fan of Lego

  38. Wikipedia Proft Firm No proft No proft Proft User Started in 2001 684 million visitors in 2008. 75,000 active contributors 10,000,000 articles 250 languages. Relatively few people actively contribute

  39. Charlie bit my finger - again http://www.youtube.com/watch?v=_OBlgSz8sSM&feature=related

  40. http://www.youtube.com/watch?v=BIWeEFV59d4

  41. Summary • We talked about • New economy • New business models • CRM • The latest developments CRM & the new economy april 09

  42. links • Internet and marketing magazins: • Advertising agewww.adage.com • Businessweekwww.businessweek.com • C-net Bussinesswww.news.com • E-Commerce Timeswww.ecommercetimes.com • Hotwiredwww.hotwired.com • The Red Herringwww.redherring.com • Web Weekwww.webweek.com • Wiredwww.wired.com • Adformatiewww.adformatie.nl • E-mercewww.emerce.nl • Webwereldwww.webwereld.nl CRM & the new economy april 09

  43. FIN • http://www.youtube.com/watch?v=4eQyIGkxlKY CRM & the new economy april 09

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