CRM One, Two, and Three

28th Mar 2001
There is a need for a new type of marketing function. As a result of customer resistance to solicitations and an increasing attitude of non-cooperation with the marketer, a shift is required from the old models of marketing to more efficient alternatives. This presentation suggests that the move required is from the old model of lifecycle and value-based segmentation, media-based planning, brand management and minimal IT skills toward a model of relationship-based segmentation, hi-tech analytics, multi-channel distribution planning and more significant IT skills. Three stages of CRM are considered and their implementation discussed: (1) data mining & campaign management - customer understanding, targeting, rapid piloting (2) contact management & relationship building - increase purchasing propensity (3) real time RM & e-Commerce - consumer events.

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