Module 3
Building Customer
Relationships
Module 3 Objectives
•
Examine the customer experience, interface,
and relationship.
•
Analyze the conditions when a company
should include an Internet marketing
component as part of the overall marketing
plan.
“Target information to targeted audiences”
MKT 430 E
-
Marketing Strategies
Online Awareness
How do people get and stay on your site?
3 Stages of Online Awareness
1.
Online Visibility
2.
Online Believability
3.
Online Longevity
Online Visibility
How could you get people to
come to your site?
Search Engine Marketing
How does it work?
Search Engine Optimization
•
Search Engine Submission
–
Webiste listed
on websites
•
Search Engine Optimization is altering your
site for it will rank well for particular terms.
•
List your site with Search Engines
•
Purchase Paid Placement
Building Believability
•
Build credibility with visitors
–
Design a content
-
filled site
–
Graphical attractive site
–
Easy to navigate site
–
Responsive site
Website Value Ad
•
www.harrydavid.com
•
www.proflowers.com
•
www.expedia.com
Online Longevity
•
Build a long lasting relationship with the
customer.
“Relationship Marketing”
Collecting Data
•
Transactional Database
•
Compiled Database
•
Propietary Database
Transactional Database
Magic Kingdom
April 2007
May 2008
March 2009
Animal
Kingdom
April 2007
Hollywood
Studios
May 2008
Blizzard
Beach
March 2009
Spring 2010
??
Compiled Database
•
Baby born May 2009
Proprietary Database
Customer
Profile
Marketing
Customer
Service
Product
Development
Order Dept
•
Products
•
Address
•
Shipping Info
•
Credit Card Info
•
Products
•
Contact Info
•
Products
•
Ordering Problems
•
Technical Problems
•
Technical Problems
•
Product Enhancements
Measuring Web Traffic
•
Unique hits
–
one person, one visit
•
Number of hyperlinks
•
Hourly, Daily Visits
Customer Relationship Marketing
•
Relationship marketing is using data you
collect to customize and personalize your
message to target markets in order to build
a lasting relationship.
•
A CRM system keeps track of customer
information, sales, market trends,
marketing effectiveness and
responsiveness.
Pareto Principle
“80% of your business comes from 20% of
your customers”
•
Recognizing High Value Customers
•
Know your customers one
-
to
-
one basis
Airline Example
Infrequent Flyer
Loyal Program
Member
Value
-
$
Value
-
$$
Also Purchase Hotel
–
10 times/year
5 year customer
-
20 flights per year
Value
-
$$$$
Value
-
$$$$$
Inn at the Park B & B
www.innpark.com
•
What attract to site?
•
What data?
•
What value ad’s
Stages of the Customer Lifecycle
Customer relationship marketing offers many
opportunities to interact at each stage of the
customer lifecycle.
Stages of the Customer Lifecycle
1.
Acquisition
2.
Conversion
3.
Retention
4.
Loyalty
Retention
Conversion
Loalty
Acquisition
Conversion
Retention
Loyalty
Stage 1
-
Acquisition
•
Gather qualified leads
How do you gather leads?
Stage 1
-
Acquisition
Build trust with customers by:
•
Guarantees, product return policies, legal
contracts
•
Product reviews, third party endorsements
provide some evidence.
Stage 2
-
Conversion
•
Move customers to commitment or
purchase
•
Start collecting data and building customer
profile
Stage 3
-
Retention
•
Sent personalize messages to deepen
customer relationship
•
Offer “value” in website
•
One
-
click ordering
•
Manage accounts
•
After sale support
Stage 4
–
Identify Value
Customers
•
Identify frequent customers.
•
Reward them!!!
Loyalty Programs
•
Keep people eager to earn points
•
Reward often to reinforce rewards
Email Marketing
•
How do companies collect/add names to
their database?
Email Messages
•
Used for Promotions/Advertising
•
Surveys
•
Customer Service
•
Customer Relationships
Bed & Breakfast
How can we create a CRM program for Bed & Breakfast?
Neahtawanta Inn
–
Traverse City, MI
http://www.neahtawantainn.com/
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