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Marketing Principles and Planning

Lecture: International Master

Semester 2

Summer 2011

Prof. Dr. T.KnigInternational Master

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An International Perspective

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Customer Relationship Management

Presentation Topics

. as cs o : erspec ve an equ remen s

(Christian(). e o e o us omer a s ac on easuremen w n

CRM (Britz, Fuchs..)

. omp a n anagemen : ances w n a -Environment (Derich, Metz und Stass)

. - Hans Lauer et al.

. .

6. Dialogue Marketing/Closed Loop Marketing Martyna et al.

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7. CRM Tools

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1. Basics of CRM: Perse ective andRequirements

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e n t on an components o

CRM as part of overall company strategy

.

Development and forms/configurations of CRM

Idea of Market Segmentation

Customers varying in value/Calculations of Customer Value(Customer-Lifetime-Value)

international basis

Organisational requirements Forms of implementation (overview)

Reasons for failed CRM projects

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2. The Role of Customer Satisfactioneasuremen w n

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Definition of Customer Satisfaction (CS)

Theories on CS Strength/boundaries of CS / pros and cons

CS as a driver of loyalty/driver of profit

International differences in measuring CS International examples of CS orientation

Net-Promotor score (concept, measurement, application

and evaluation) Linking CS results to CRM (segment-based or individual

marketing)

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3. Com laint Mana ment: Chances within aCRM-Environment

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Definition(s) of Complaints, voiced and unvoiced

complaints a ue o omp a n s, comp a n sa s ac on

International Differences in Complaint Behavior and

Effect of Complaint Handling on customer loyalty?

Issues in International complaint management,

multinationals)

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4. Constructin Lo alt /Reward Pro rams(stand-alone)

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Forms of lo alt /reward ro rams

Conceptual issues: Objectives, Required data base, cost, benefit,

benefits to the customers (material, financial, emotional, ...) pp ca ty an unct ona t es

currency and value of it (internal/external view)

Bonus- vs. status programs

Bonusses/rewards (of own company, of others), material/financial,non-material,

Different forms of rewards for motivating different behavior

, , ,

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5. Issues in National and InternationalPartnering Programs

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oncept o partner ng programs

Advantage/Disadvantage of Stand-alone versus partnereingro rams/Pros and Cons/ Suitabilit for certain industries?

What to contribute what to get

Joint data base?

Perception from the customers point of view? currency and value of it (internal/external view)

Bonus- vs. status programs

Bonusses/rewards of own com an of others material/financialnon-material

Different forms of rewards for motivating different behaviors

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. a ogue ar e ng ose oop ar e ng

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Definiton

Planning and analyzing marketing measures,mp emen a on, con ro ng, mo ca on o measures

Personalized/segmentspecific promotions/campaigns:, - ,

response measurement

,segmentbased)

-(mail, call, email, mobile, sms marketing)

Inbound- vs. Outbound Communication

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. - oo s

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Typical functionalities of CRM-Tools: Customer data

base, analytical CRM, campaign management,, , ,

Market overview CRM-tools

Trends (voice of the customer, social media, self service,

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era ure

, ., , . .Instrumente fr ein erfolgreiches CRM, (aktuelle Auflage), Wiesbaden.

Frst, A. (2005): Beschwerdemanagement Gestaltung und Erfolgsauswirkungen, Wiesbaden.

e m e, ., e e , . ., ange ma er, . rsg. : e t ves ustomer e at ons pManagement Instrumente, Einfhrungskonzepte, Organisation, (aktuelle Auflage),

Wiesbaden.

Hippner, H., Wilde, K. D. (Hrsg.): Grundlagen des CRM Konzepte und Gestaltung, (aktuelleAuflage), Wiesbaden.

Homburg, Ch. (Hrsg.) (2008): Kundenzufriedenheit - Konzepte, Methoden, Erfahrungen,7. Auflage, Wiesbaden.

Homburg, Ch., Frst, A. (2005): How complaint handling drives customer loyalty: an analysis of

the mechanistic and the organic approach, Journal of Marketing, 69, 3, 95-114.

Homburg, Ch., Schfer, H., Schneider, S. (2007): Sales Excellence: Vertriebsmanagement mitys em, . u age, es a en.

Humby, C., Hunt, T., Philipps, T. (2007), Scoring points : how Tesco continues to win customer loyalty, 2nd ed. London

Stauss, B., Seidel, W. (aktuelle Auflage): Complaint Management: The Heart of CRM,

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Exeter, UK.