Module_3.ppt - Cleary University

							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     Animal
  April 2007
  May 2008       Kingdom
  March 2009      April 2007



                 Hollywood     Spring 2010
                  Studios           ??
                  May 2008


                 Blizzard
                  Beach
                 March 2009
        Compiled Database
• Baby born May 2009
                    Proprietary Database
                                               •Products
                                  Marketing    •Contact Info




•Products                                                      •Products
                    Order Dept
•Address                         Customer        Customer      •Ordering Problems
•Shipping Info                                    Service      •Technical Problems
•Credit Card Info                 Profile

                                   Product
                                 Development   •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



                                     Also Purchase Hotel – 10 times/year
                                              Value - $$$$



Infrequent Flyer     Loyal Program
                        Member
   Value - $
                       Value - $$


                                    5 year customer - 20 flights per year
                                              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     Loalty

2.   Conversion
                    Conversion
3.   Retention
4.   Loyalty         Retention
        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/