esa unggul
DESCRIPTION
materi 4TRANSCRIPT
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CUSTOMER RELATIONSHIP MANAGEMENT
MEDIA AND CHANNEL STRATEGY
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THE PROCESS OF CRM
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Comparison
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THE MESSAGE
Product Atribute
Service Atribute
Consumer Value
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CASE STUDY: VALUE
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CASE STUDY
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Value Delivery
Choose Value Provide ValueCommunicate
Value
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Media and Channel
Brand
Distribution Channel
Customer
Sales Force
Direct Mail
Website
Outlet
Advertising
Social Media
Customer
Centre
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DIRECT MAIL
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OUTLET
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Sales Force
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Customer Centre
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WEB
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Comparison
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The Rule
Different channels offer different competencies
and abilities.
Different customers have different purchasing
styles
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THE IMPACT of TECHNOLOGY
Disintermediation, where changes in the current
business model or advances in technology mean
that a company no longer needs to use
intermediaries to create value for end-consumers.
Reintermediation, where changes in the current
business model or advances in technology result
in new types of intermediary that can create more
value than was possible in the previous channel
structure.
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DISCUSS
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