crm on the internet

7/30/2019 Crm on the internet

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Customer relationship management on

the internet

Lect. Univ. Dr. Corina Pelau

Lect. Univ. Dr. Corina Pelau 2

Customer Relationship Managemnt

0. Customer orIntroduction

1. Definition, development and importance of CRM

2. Customer satisfaction, loyalty and relationship The effect chain of CRM

3. CRM strategies

4. Customer orientation in the Marketing-Mix

5. Customer loyalty programs and other CRM specific instruments

6. Customer relationship management on the internet

7. Complaint and reclamation management

8. Internal Marketing Employees as contact persons in the relation with

the customer (Customer oriented structures/ departments in a company)

9. Customer data bases10. Customer value and customer evaluation methods

11. Applications of customer relationship management


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Development of the internet


Development of the Internet

Surs: Pall, K., Kozel, E. 2008, Geschftserfolge durch Suchmaschinenmarketing,

http://www.buyusa.gov/austria/de/speed_up.html [Accesat la data de 30.01.2010].


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Commercial online societies

Games: social fantasy environment, which allow an escape from the

every day life

Spare time activities: forum and interactive sites

Business-to-business: forum for increasing the efficience at work

Business-to-consumer: forum with the possibility to exchange

information

Consumer-to-consumer: forum for comunication

Games on the internet


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Interactive comunication at

Danonino (Danone)


Information about products


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Games for kids

Make your own yoghurt!


Advices for mothers


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Games about Paula Pudding

(DrOetker)

On-line clubs and forums


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Customer relationship management at

Maggi

Philosophy of Maggi:

Helper, Friend and good soul in all questions about food

Information about Maggi:

Creation: August 1897 in Germany

Founder: Julius Maggi

Field: food products

Sortiment: ca. 300 products



Maggi

Customer oriented comunication at Maggi:

Consumer consultancy:

Experts answer every year

100.000 letters

30.000 telephone answers

25.000 E-Mails

Consultancy topics: Advices regarding nutrition

Information about products

Help at kulinarischen Notfllen


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Customer Relationship Management at

Maggi


Receipe service:

Receipe offer nr. 1 in Germany:

30 Mio. Receipe brochures

20 Mio. Mini-cooking books

Many cooking books

All recipes give the possibility of

including Maggi products and

encourage the dialogue with thecustomer.



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Maggi


Maggi cooking studio:

Point of Purchase:

Nutrition advices

Daily cooking classes

Taste tests for new products

Soup and Snack-Bar

Highest degree of contact quality between customers and Maggi


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Maggi


Maggi cooking studiu club:

150.000 members

Membershup fee 12,27 / year

Members have access to:

Club magazine

Individual advices

Club-Shop

Club-events

Besides intensive contact, the comapny gathers precious customerinformation



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Maggi

Customer oriented comunication:

Presence on the internet:

95.000 newsletter contracts

4 Mio. Visitors per year

Content:

3500 receipe ideas

Receipe-roulette

Virtual meeting point

Games and otherinteractive things

Present all the time forcustomers.



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On-line competition with

recommendations



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Videoclip with customer integration

Internet pages as a support for customer

relationship programs


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User selection depending on

target group


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CRM throgh

Social networks


Recomendations:

Ford


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Fragen?

crm on the internet

Documents