Customer Relationship Management (CRM): Theory and Practice
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Learn the basics of Customer Relationship Management (CRM) for continuing education and discover how to create an "information centered organization" resulting in better programs, more inquiries, increased revenue and repeat customers. From cutting-edge technologies to simple do-it-yourself tools, get practical tips for making the most of your marketing dollars.
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Customer Relationship Management (CRM): Theory and Practice
2. Learn the basics of Customer Relationship Management
(CRM)
Discover how to position your organization for effective
CRM
Understand the role of technology in data collection and
marketing
Obtain simple tools to begin measuring the results of
your marketing efforts
8. CRM is about…
finding customers
collecting info about them along the way
using that info to enhance their
experience and foster long-term
relationships
14. Many organizations place customers in the hands of
entry-level staff who are…
Poorly trained
Poorly paid
Lacking information to do their jobs
15. No longer just a communication channel
Customers interacting with your site are
interacting with your business
Are the people creating your website’s content
poorly trained, poorly paid and lacking
information?
16. How do we bridge the
customer information
and interactions being
collected on the front
lines with decision-
making throughout the
organization?
21. Before you worry about CRM, make sure your
website:
Is easy and intuitive to navigate, with a focus on
customers’ information and task needs
Provides up-to-date, well-written and accurate
information
22. Present your potential customers with a seamless
website experience.
Avoid multiple, disconnected sites
Avoid duplication of effort by integrating info from
other systems
Begin to bring everything you know about a
customer together in one view
23. Customer account preferences and
personalization of content
Customer self-service
Event management and registration
E-communications tools
24. Customized catalogs and automated
fulfillment
Planning and tracking marketing campaigns
Promotions and discounts
Analytics and measurement
Evaluation and follow-up
26. AWARENESS What do they know about you?
INFO SEEKING Will you be on their short list?
Consider the 4 Cs
SHOPPING Customer, cost, convenience,
communication
PURCHASE How difficult do you make it?
30. Goal is to move people through the funnel
Success measured by conversion rate
# people at one stage/ # people at the prior
◦ Conversion rates higher as you move down
◦ May vary by segment, program, strategy,etc.
On avg 0.5% of strangers become customers
31. Need to track over time to establish baseline.
Technology can help here.
Start with educated guesses, refine with better
data
Once you know your conversion rates, you can
better target your marketing strategies
32. You need 20 attendees for an upcoming
seminar.
Goal: Convert strangers to friends (get
them to visit your website
You plan to purchase a list and send
postcards
33. How many postcards do you need to send?
◦ If you have tracked past conversion rates, this is easy
34. Convert the website visitors to shoppers
◦ Offer with registration? An incentive for them to create
an account or log-in? This is your opportunity to build a
customer’s profile.
Convert shoppers to customers
◦ Follow-up with an email or phone call to seal the deal
37. Starts with Market Research
◦ What is your target market? Are there many?
◦ What are people in each market segment
looking for? (needs, preferences)
◦ What do they know about you? How do they
learn about you?
38. Identify market segments
Match your program offerings to markets
For each segment, develop specific strategies for each
stage of the funnel
Implement strategies, collect data, measure results
Take what you learned and refine
39. Marketing plan is fluid
Programming/ products should meet the needs of
the customers
Your past customers are your best future
customers
Your organization, programs, technology and
strategies should evolve