conf paris crm and cem

8/2/2019 Conf Paris CRM and CEM

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Main points

1. Relationship Marketing contains ECM

2. Main differences between RM and CEM

3. Main contributions of CEM to RM

4. Some thoughts about customer, experiences andrelationships


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1

Relationship Marketingcontains CEM


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1.1 RM integrates CEM from a strategic framework

1. RM exist within a global marketing philosophy wit a broad

perspective from strategy to detail in action2. RM integrates the different stakeholders more than the

customer, although it is the main one.

3. LTV is the main indicator that drives action from a longvision, considering inputs of sales, margin and the loyalty

4. CEM is in a more operational level and its temporal focus is

shorter. The centre of its attention is in the contacts in eachchannel and how the customer perceives the quality ofservices.


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1.2 RM coincides with CEM

1. The customer is the subject of interest and who

really acts2. The real value delivered is what really matters

and not the product or service per se

3. Interaction between stakeholders and the firmis key and each touch point must be integratedinto a subset of interactions and in the wholerelationship


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1.2 RM integrates CEM from a strategic framework

As in this figure is shown, relationship marketing integrates strategy,customer intelligence, the technology to enable the customer process

and the interaction management to improve the customer experience

Source: Paul Greenberg, CRM at the speed of light, page 30.


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2

Main differencesbetween relationship

marketing andcustomer experience

management


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2. Main differences are in emphasis, not in essence

Criteria RM CEM

Subjects Stakeholders Customers

Focus Strategic OperationalFocus 2 Manage customers Customers manage

Phases Customer life cycle Interactions

Key criteria More rational, thoughts More emotional, feelingsMainstay LTV, loyalty Brand experience

Metrics Internal metrics External perceptions

Diagnosis Source Customer data base Scenario design

Key area Customer Insight Results / expectations

Relationshipfocus

Customer community

Customer - Firm

Employees customers

Channels


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3

Main contributions ofCEM to RM


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3.1 Main contributions of CEM to RM

1. Scenario design:

1. how interaction well designed improves efficiency, sales andloyalty from a transaction within a relationship point of view.

2. Brand experience:

1. customers and brands are the source and end oftransactions and relationships. The brand mirrors thecustomer from identity to image.

2. different senses participate in the buying and use processaffecting clearly in satisfaction and value perceived and,therefore, loyalty.

3. Social interaction:

1. experiences and relationships are lived within a socialframework that influences the buying process and theoutcomes from it. Dime con quien vas y te dir quien eres

2. sometimes is the experience the key issue in the

consumption process and the driver of the relationship:1. Harley Davidson, Starbucks


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Experiential marketing offers a higher insight in how thecustomer lives the interactions

It has integrated the different human senses in theperception

It has developed the integration of the emotional side ofperceptions with feelings and personal attitudes,

Driving the co-creation side in the customer firmrelationship

From the well known brand experienceterm that translatesthe attributes of the brand through any detail in theinteraction with the customer

3.2. CEM enriches the value andcomprehension of interactions in the

relationship


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Relationship Marketing -and specially CRM - have given too much

emphasis on managing customers, when it has to be considered thatits the customer who really decides with whom wants a relationship.

3.2. CEM enriches the value andcomprehension of interactions in the

relationship

Your customer

You

Your competitor

Your problem

Source Navision


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4

Some thoughts aboutcustomer, experiences

and relationships


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Customers are not targets


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Un reality with two very different perceptions


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One example from Spain: Which is the brand that better

understands the youth

10

Base total: 393

3%

4%

6%

6%

78%

MARCA DE REFRESCOS QUE MEJOR ENTIENDE

A LA JUVENTUD(I)P.4. Cul es la marca de bebidas refrescantes que mejor entiende a la juventud actual?


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Personal communication is fully possible andrelevant..


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...but relevancy can not play with the high sensibilityon privacy issues


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Each contact must have the opportunity to show thatwe care and listen although sometimes...


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Procter case of a real dialog


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The real relationship with a mutual desire andcommon experience is what we must look for

Your customer

Your Competitor

You

Source Navision

conf paris crm and cem

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