zipcar - team presentation crm - acp marketing - university of california irvine, 2013

CustomerRelationshipManagementMariko IchikawaKaori HanamiAna SassoYusra CankayaTsuyoshi Tateishi

A Individual buyer

 2.Get Interest“What’s ZIP Car ? ”

A business buyer

 2.Get interest

Sales person of ZIP CAR

From other company 3. Search

1.Get Attention from AD or Friends

 4. Action

Be the ZIP STAR

 5. Share

Post on FB,

 3.Understand

 4.Action

 5.Success

6.influence

Searching is necessary!!

A Individual buyer

A business buyer

campaign via social mediaencourage the actual buyer to post on FB about the experience of ZIP Car.

Public Relation marketingthe successful case like IKEA appear in the newspaper which a potential buyers read.

Spread the good reputation !!!

Characteristics of ZipcarLess expensiveMore convenientMore fun

Consumer behavior…-They choose car sharing rather than owing a car.-They take public transportation, bike, walk, and carpool.-They save money for their life events like buying houses, tuitions, retirement.

Characteristics of ZipcarLong-term relationship (CLV) Students …want to save money 20~30s …buy houses 30~50s …tuition for children, think about environment 50s~ …prepare for retirement

Postpone owing a car

Sell their cars and shift to

share

Use database of customers and approach by age, family structures, occupations and states

Non-users and ZipstersNON USER

Afraid about security;

Prefers own car;

Don’t know about the product OR

Know about it, but don’t trust it.

ZIPSTER

Prefers to save money;

Are eco-friendly (but not always);

Knows the product and can give reviews on it;

It’s convenient for them.

CRM

CRM for non-users and Zipsters

Social Media Channels need to be a good source of

information!

Encourage zipsters’ reviews and convince non-users with

them! (Affiliates program)

Self concepts

Corporate Customers

Founder of Twitter tweets….

“Zipcar is one of my favorite

ways to get around San Francisco.”

“We wanted to avoid the

cost of taking taxis everywhere

”

Retain

Enhance

CRM for Business User

• Introduce those clients voices• Existing clients’ related companies• Competitors of clients

Acquire

• Seminar / Introduction to employees of the corporate clients

• Use CRM software to identify and reward loyal customers in corporate clients.