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CRM: WEEK 5 (2/6 – 2/10)

Explore the identification and differentiation of customers based on their needs, leveraging this knowledge to build customer value. Discuss customer collaboration, dialogue requirements, and the use of interactivity tools in building learning relationships.

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CRM: WEEK 5 (2/6 – 2/10)

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  1. CRM: WEEK 5 (2/6 – 2/10) • Last Week Highlights: • Review Identification Activities • Data Needed • Differentiating Customers • Managing Mix of Customers • Differentiating Customers Based on Needs • Leveraging Needs Differentiation to Build Customer Value • Case Analysis Process

  2. CRM: WEEK 5 (2/6 – 2/10) • Monday (2/6) Objectives: • Understanding Needs (finish Ch. 6) • Needs vs. Benefits – benefit segmentation • Different Customer Needs • Situational • Needs are dynamic/change over time • Correlated with customer value • Fundamental human needs are psychological • No single best way/need to differentiate • Just as appropriate in BTB settings.

  3. CRM: WEEK 5 (2/6 – 2/10) • Monday (2/6) Objectives: • Customer Collaboration • Dialogue Requirements • Parties at both ends have been clearly identified • All parties must be able to participate • Dialogues can be controlled by anyone in the exchange • Dialogues can be a change agent • Dialogue should pick up where it left off • Integrating across touchpoints • Preferred media package (exhibit 7.6)

  4. CRM: WEEK 5 (2/6 – 2/10) • Monday (1/30) Objectives: • Complaining Customers as Collaborators • Encourage • Best form of Relationship Learning

  5. CRM: WEEK 5 (2/6 – 2/10) • Wednesday (2/1) Objectives: • Case Disscussion • Background • Management Problems/Issues • Alternative Solutions • Recommendations • Lessons Learned

  6. CRM: WEEK 5 (2/6 – 2/10) • Friday (2/10) Objectives: • Interactivity Tools to Build Learning Relationships • e-Mail Strategies • Customer Interactive Centers • Permission Based Marketing • Privacy Issues

  7. CRM: WEEK 5 (2/6 – 2/10)

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