chap010 creating customer dialogue
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McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.
Chapter 10
CREATING CUSTOMER DIALOGUE
FOUR STEPS IN THE CRM PROCESS
Segment &Profile the Market
Implement
EvaluateDesign
Communication andPricing Strategy
1.
4.
3.
2.
EXHIBIT 10-1
10-3
IMC STRATEGY REQUIREMENTS
1. DETERMINE HOW WE WILL
COMMUNICATE WITH OUR CUSTOMER
2. DETERMINE HOW OUR CUSTOMER
WANTS TO COMMUNICATE WITH US
3. MEASURE COMMUNICATION AND
FEEDBACK AND MAKE CHANGES WHERE
NECESSARY
10-4
WHAT IS IMC?
1. IT PROVIDES TWO-WAY DIALOGUE BETWEEN SUPPLIER-CUSTOMER
2. IT PROVIDES FOR A UNIFORM MESSAGE DELIVERED THROUGH ALL COMPANY MEDIA(ADVERTISING, SELLING EFFORT, DIRECT MAIL, TRADE SHOWS)
3. IT FOCUSES ON MEETING THE INFORMATION NEEDS OF THE BUYER
10-5
THE CONTINUOUSIMC PLANNING PROCESS
Set Goals
DetermineCommunication
Elements
Create Message
Place Messagesin Media
Measure Results
Make Adjustments
Exhibit 10-2
10-6
Action
Desire
Interest
Awareness
Exhibit 10-3
THE HIERARCHY OF EFFECTS MODEL
10-7
COMMUNICATION TOOL KIT
1. ADVERTISING—Directed to a general audience, primarily through trade publications, the web, television, radio, billboards
2. DIRECT MARKETING—Directed to a specific audience to generate leads and
generate sales through the mail, by fax or Internet and catalogs
3. PUBLIC RELATIONS—Focuses on relationships to create goodwill and support
relationships
4. INTERNET—Website information and support and e-mail for communicating
5. TRADE SHOWS—Exhibits and demonstrates products and services in a public
venue with personal interaction
6. TELEMARKETING—Inbound and outbound electronic communication allowing
greater feedback opportunities
7. PERSONAL SELLING—Adaptable selling method established by one-on-one contact
8. MARKETING RESEARCH—Capturing information that will enable stronger
customer relationships
10-8
Create or Strengthen Image
Create FavorableClimate for Salespeople
GenerateSales Leads
CloseSales
THE ROLES OF ADVERTISING
Exhibit 10-6
10-9
ACHIEVING CUSTOMER RETENTION THROUGH COMMUNICATION
1. COMMUNICATE PROACTIVELY AND REGULARLY TO YOUR CUSTOMERS
2. MAKE DIALOGUE EASY TO INITIATE BY YOUR CUSTOMERS
3. MAKE IT EASY TO RESPOND TO YOUR COMMUNICATION EFFORTS
10-10
WHERE MARKETING COMMUNICATION DOLLARS ARE SPENT
24.8%
Direct Marketing
MarketResearch
OnlineMarketing
Premiums & Incentives
PublicRelations
4.2%
5.8%
3.1%
Sales ForceManagement
Other
Advertising
TradeShows
Sales Promotion
18.0%
16.9%
4.4%
4.2%4.3%
5.8%7.7%
24.8%
3.1%
10.8%
18.0%
16.9%
4.4%
4.2%
4.3%
5.8%7.7%
24.8%
3.1%
10.8%
Exhibit 10-8
10-11
THE BUDGET BREAKDOWN METHOD(Allocates Total Available Budget)
TOTAL AVAILABLE BUDGET FUNDS
Trade Show
Radio
Magazines
Newspaper
Internet
Sales Force
Allocated to:
Exhibit 10-10
10-12
THE BUDGET BUILDUP(Creates Total Budget)
Trade Shows
Radio
Magazines
Newspaper
Internet
Sales Force
How Much is Needed for Objective
Creates Total BudgetExhibit 10-10
10-13