Systeme d’information marketing -CRM

http://christophe.benavent.free.fr

Professeur UPX

Différents types de relations

Stratégie de gestion des clients

Importance de la relation : créer dela dépendance, de la confiance,accroître la durée et le volume dela relation en moyenne.

Importance de ladiscrimination:gestion del'hétérogénéité dela clientèle.

Fidélisation

Marketingrelationnel

Marketingsélectif

A dynamic ressources approach

• Sources of competitive advantages comes from– Capability to discriminate.– Capability to converse with the customer.– Capability to give them meanings and value.– Capability to organize them in community.

The Ressource Value Based Model

• Customer portfolio specificity and value • Fine-tuning learning processes• Organizational fit

Marketing competencies as a competitive advantage and learning processes.– Rare– Valuable– Inimitable– Non substituable

A technological view of CRM

Un exemple : l’offre de Cap Gemini

KnowKnow

Target

Target

Service

ServiceSel

lSel

l

Customer Intelligence and Segmentation

Market Strategy

Order Processing, Delivery and Billing

Communication

Centre

Explore Find

Enjoy Buy

UnderstandMarkets &Customers

DevelopOffer

RetainCustomers

AcquireCustomers

Customer Data Warehouse

Loyalty Programmes

Service Force Effectiveness

Marketing Programmes

Sales Force Effectiveness

Channel Integration

Market-Focused Organisation

IS

Functionnalist approach of IT

• Sensoring – Call center, couponing, scanning, web, …

• Organizing– Historical behaviors : response and stimuli, level of

agregation• Reporting and decision making

– Decisional tools, BI• Testing

– The theory in use…from data mining to behavior modeling

• Operationnalizing

Les évolutions

- Bases de données

- Datamart & datawarehouse

- ERP

- Small size CRM

- Cloud computing

Les buts généraux du CRM

• Économie : réduire les coûts de transaction par l’automatisation sans changer le niveau de qualité délivré (Automatisation).– Economie de communication ( masse ->direct ->e-com)– Traitement des commandes et de la livraison

• Efficience : améliorer la qualité de la prestation (Enrichissement)– Extensions de services annexes – amélioration des flux d’informations (interactivité, fenêtre)

• Efficacité : créer de la valeur client en réinventant l ’offre (créativité)– CRM relationnel : institutionnalisation de la relation (valeurs, normes,

règles). – CRM expérientiel : dramatisation de la consommation, écologie de la

consommation

I.T. and segmentation

1 # Segments n

Cost of segmentation

Benefit of segmentation

Sensibilité à l'action ( Rust and verhoef)

• La durée et l'intensité de l'expérience de consommation réduisent à long terme l'effet des sollicitations

• L 'appartenance à un programme augmente cette sensibilité.

• L'age et le revenu augmentent la sensibilité

• La personnalisation est la clé du succès (pb de modèle)

Operation, Collaborative and Analytical CRM

CRM system :

the marketing functions

The I.T. implications

• The consumer side :– Giving a transactional advantage (Differenciation)– Reinforcing relationship (Personnalization)– Developing the experience (Sense meaning,

valuation)• The company side

– Reducing transaction costs and increasing scope economies (Economy)

– Increasing the control of customers (Domestication)

– Building a new community (Socialization)

Giving a transactional advantage• Purposes : influencing preference and choice.

• Means :– Personnalisation– More soft benefits (training, information)

• Examples :– A service/solution-oriented approach of … that give

more benefit to the patient and the practitioner (Faq, website….).

Reinforcing the relationship

• Purposes : Locking the customer through high switching-cost or high level of commitment

• Means :– Build interactive communication channels.– Developing practices community.

• Examples :– Website designed to follow-up the patients by

the practitioner.

Developing the Experience

• Purposes : Developing more value from experience.

• Means :– E-Training and information

• Example :– A e-training program designed for GP, specialist.– Research program with an involvement of some

patients and GP.

Reducing transaction costs

• Purposes : increasing the commercial productivity.• Means :

– Order on-line (where possible)– Micro-marketing project

• Example :– Wide use of datamining to target pharmacies and GP– Direct marketing program designed for

heterogeneous targets.

Increasing control

• Purposes : Improving the capability to react to change at the patient, GP, Pharmacy level.

• Means :– A tightened cost analysis system– Tracking systems

– Quality of life monitoring

• Example : Faradis +

Building new communities

• Purposes: organize the stakeholder in one broad and interactive community around the brand.

• Means : – Changing the role of sale force : not only promoting or

informing but being real go-between

• Example :– Creating a new role : e-moderator

CRM metaphor

• CRM as a media :– Richness et reachness – Interactivity

• CRM as a decision tool :– Data-mining and analytics

• CRM as an operational tool– SFA– DM campaign management– Multichannel…

• CRM as competency

A general model of performance

- Customer strategy

CRM system

Organisational learning - generation - memorisation - diffusion - interpretation

Performance

Organisational Control - results - Behaviors - information - values et norms

Learning hypothesis

Global local

Generation +++ -

Retention + +++

Diffusion ++ +

Use + +++

Control Hypothesis

Global Local

Results + ++

Behaviors = ++

Value and Norms

++ =

• Etude secteur des services

0.412

0.595 0.508

-0.009 0.094 0.016 0.281**

0.113 0.17

0.306** 0.438** 0.086

0.332**

0.202* 0.51**

0.245*

0.599**

0.301** 0.043

0.185*

0.302**

ComRel

Connaiss C

R2=0.623

Engag R 2=0.546

TraitDif

ProgFid

Prcess GPC R2= 0.485

Base Client R2= 0.498

Technologie AlignOrg

Quali.Portefeuille R2= 0.566

I.T. and Knowledge

Centralized

Decentralized

Unformal Formal

The theory in-use model

The fragmented Knowledge Model

The reporting Model

The Know how Model

Control/learning Interactions

Knowledge uses Global Local

Global

Case 1 : mediatic model les ERP, le CRM ou le

SCM

Case 2 Initiatic model

Knowledge production

Local Case 3 Evangelist model

Case 4 : Epidemic model