profit from customer data by identifying strategic opportunities and adopting the “born digital”...
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IS&ICT Semester1 PresentationTRANSCRIPT
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BAHI EMNA
SEAN LAK-CHHAY
SOUAYAH MAY
Profit from Customer Data by Identifying Strategic
Opportunities and Adopting the “Born Digital” Approach
04/10/2023
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Team 3_2_Lak-Chhay
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Profit from Customer Data
Customer DataCollect information
CRM and BIExtraction of value
Profitability
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Team 3_2_May
CRMMarketing
Follow clientListen to client voiceDesign and develop
offer
BI
Active research and process of essential information to face
competition
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BFP stands for Business Frequency Purchase
BFP
CUSTOMIZABILITY
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Team 3_2_May
by Identifying Strategic Opportunities …4 Data-Driven Strategy
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BFP stands for Business Frequency Purchase
BFP
CUSTOMIZABILITY
MINIMIZECOSTS
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Team 3_2_Lak-Chhay
by Identifying Strategic Opportunities …Minimize Costs (1/4)
Minimum cost for Business and
Customer
Little possibility to get relevant
data about customers
Exclusive fly-in destination
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BFP stands for Business Frequency Purchase
BFP
CUSTOMIZABILITY
REWARDLOYALTY
MINIMIZECOSTS
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Team 3_2_Lak-Chhay
by Identifying Strategic Opportunities …Reward Loyalty (2/4)
Business: Profitability and Reward behavior
Customer: Standardised
products
Harrah’s Entertainment
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BFP stands for Business Frequency Purchase
BFP
CUSTOMIZABILITY
REWARDLOYALTY
PERSONALIZE
INTERACTIONS
MINIMIZECOSTS
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Team 3_2_Emna_May
by Identifying Strategic Opportunities …Personalize Interactions (3/4)
Collect relevant data
Adapt its strategyDifferentiation from
competitors
Ritz-Carlton
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BFP stands for Business Frequency Purchase
BFP
CUSTOMIZABILITY
REWARDLOYALTY
PERSONALIZE
INTERACTIONS
MINIMIZECOSTS
ACQUIRECUSTOMER
S
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Team 3_2_Emna
by Identifying Strategic Opportunities …Acquire Customers (4/4)
Collect exhaustive data
Develop model to attract potential
customers
‘One-shot’
Wedding ReceptionCruise Lines
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Digital materials coming from the digital domain
Consequently have no print or analog counterpart
… and Adopting the “Born Digital” Approach
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When Where
What² How
Who
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Why is the problem addressed important?
One company Many kinds of customers No sole strategy
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Team 3_2_May
Huge investment
Payoff ROI
Length of the
CRM’s set up
Training and
involvement of the
users
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BFR stands for Business Frequency Purchase
BFP
CUSTOMIZABILITY
REWARDLOYALTY
PERSONALIZE
INTERACTIONS
MINIMIZECOSTS
ACQUIRECUSTOMERS
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Team 3_2_Lak-Chhay
Why is the problem adressed important? 4 Data-Driven Strategy
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What key lessons can be derived from the article?
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Byproduct of a transaction
Forward-thinking
Companies use transaction processing systems
=> To collect relevant informations about their customers
==> Capture the customers’ behavior
Be Proactive
=> Creation of value
==> Profitability
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Conclusion
Value of a customer
The aim of CRM is to be listening to customers in order to respond to their needs and to develop the loyalty.
CRM allows each department of a company to access to a common IS in order to improve the knowledge of their customers and to meet their expectations.
What about Ethics? 04/10/2023
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Team 3_2_Emna
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THANK YOU FOR YOUR ATTENTION
ANY QUESTIONS?
Debriefing