E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter14:CustomerRelationshipManagement1000007001070100111101000010010111010010C2006PrenticeHall0口
©2006 Prentice Hall 14-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 14: Customer Relationship Management
Chapter 14 ObjectivesAfterreadingChapter14youwill be ableto.Definecustomerrelationship managementandidentify the major benefits to e-marketers.Outline thethreelegsof CRMfore-marketing·Discuss the eight major components needed foreffective and efficient CRM in e-marketingDifferentiate betweenrelationship intensityandrelationshiplevelsHighlightsomeof thecompany-sideand client-side tools that e-marketers use to enhance theirCRMprocesses.070010101001111010000100101110100102006PrenticeHa
©2006 Prentice Hall 14-2 Chapter 14 Objectives • After reading Chapter 14 you will be able to: • Define customer relationship management and identify the major benefits to e-marketers. • Outline the three legs of CRM for e-marketing. • Discuss the eight major components needed for effective and efficient CRM in e-marketing. • Differentiate between relationship intensity and relationship levels. • Highlight some of the company-side and clientside tools that e-marketers use to enhance their CRM processes
The Cisco StoryCiscoprovidesInternetnetworkingsystemsforcorporate,governmentandeducation clients.The Internet playsa major role in acquiringretaining andgrowing customerbusiness.2.5millionuserslogontotheCiscositeeachmonth·Cisco has become adept at online customerrelationshipmanagement(CRM)000000000070007700070C2006PrenticeHal
©2006 Prentice Hall 14-3 • Cisco provides Internet networking systems for corporate, government and education clients. • The Internet plays a major role in acquiring, retaining and growing customer business. • 2.5 million users log onto the Cisco site each month. • Cisco has become adept at online customer relationship management (CRM). The Cisco Story
The Cisco Story, cont.Cisco set agoal tomigrate customers to theonlinechannelIn1996,5%oftheircustomersplacedordersontheWeb siteIn2001,90%oftheirorderscamethroughtheInternet.Ciscosaves$340millionayearincustomerservice costs due to automationCanyouthinkofotherB2Bmarketersthatutilize the Internet as successfully as Cisco?10010101001117010000100107110100102006PrenticeHa
©2006 Prentice Hall 14-4 • Cisco set a goal to migrate customers to the online channel. • In 1996, 5% of their customers placed orders on the Web site. • In 2001, 90% of their orders came through the Internet. • Cisco saves $340 million a year in customer service costs due to automation. • Can you think of other B2B marketers that utilize the Internet as successfully as Cisco? The Cisco Story, cont
Relationship Marketing DefinedRelationshipmarketingisaboutestablishingmaintaining,enhancing,and commercializingcustomerrelationshipsthrough promisefulfillment.Relationshipcapitalmaybethemostimportantasset a firm can haveAfirmusingrelationshipmarketingfocusesmore on wallet share than on market share000000000070007700070C2006PrenticeHal
©2006 Prentice Hall 14-5 Relationship Marketing Defined • Relationship marketing is about establishing, maintaining, enhancing, and commercializing customer relationships through promise fulfillment. • Relationship capital may be the most important asset a firm can have. • A firm using relationship marketing focuses more on wallet share than on market share