Chapter 8 Customer Relationship Management (Fuji Xerox)
Customer relationship management is fully directed towards the customer and their possible problems. Since the star of the digital age CRM has gotten more easy and applicable in the real life. Nevertheless CRM is not only destined to be a digital channel because customer needs offline help too. CRM is a fine tool since it helps reduce customer service costs and it helps to have a more effective communication with the customer. The biggest win of CRM is that at the end of the process you will learn more about the customer even though CRM never ends.
How do you think CRM changed or evolved as social media rose to popularity?
CRM has changed when social media popularity rose because social media gave more opportunities to implement CRM strategies.
Why do customers respond so positively to personalized communication?
Because of the interaction, they get from them and the company, this feels better than talking to a recorded message over and over. This will create customer loyalty after this.
What ethical problems do you think you think customers might raise with regards to behavioral tracking?
The ethical problem is that customer might get the feeling of violated privacy and a sense of danger when the company knows everything about the customer.
Case Questions (Fuji Xerox)
What type of CRM solution did Fuji Xerox implement?
Fuji Xerox has changed their system into a CRM system named the Sage CRM solution. Furthermore, this system has also an Oracle ERP system build in. This is an enterprise resource planning software solution that allows business manage all facets.
Which pitfalls and problems did the new CRM system solve?
The new CRM System solved the pitfall of the customer needs and the focus towards them. The CRM system gave contact and CM functionality and sales force automation.
What other potential improvements could the CRM system make in long term?
The CRM system could give sales representatives software that stimulates costs, profit, and discount immediately.
Chapter 16 E-mail Marketing (Zando)
Email marketing which is a form of direct marketing which is also known the best digital marketing tactic that can deliver the best ROI, because it is cost efficient, highly targeted and customizable, and easy to set up. Successful email marketing needs to be planned and tested well. Most emails have to be tested on how the appearance is when sending to different email platforms such as Outlook and Gmail, this needs to be tested because the layout and looks can differ and furthermore the email could locate itself in the spam bin.
What is meant by ‘mass customization’?
The new way of approaching customers is mass customization where every customer is individually targeted. Every customer gets a message personalized with the segments whereby each customer is targeted by which segments they belong to.
What are the key differences between direct marketing by email and direct marketing by post?
The biggest difference is that email marketing is more cost efficient than post-marketing. Direct marketing by email is checked multiple times a day since people are checking their email multiple times on a day.
Why is it important for permission to be gained before marketing by email to a prospect?
It is important because it is against the law to keep stalking people with emails also known as spam, to avoid law accusations businesses need to ask permission to prospects.
Which elements of Zando’s email marketing constitute the best practice?
Zando hired an external company that is specialized in digital marketing. Zando wanted to achieve several marketing goals. To achieve these goals the external company created an email campaign, the campaign offered to win a pair of shoes every month of the year with a friend of yours and you had to sign up each month. This made the campaign be shared faster and the company gained more data about their customer each month.
What role did the database play in this example? Why was it so important?
The campaign made customers fill in their own details and the one of their friend each month, this data will be stored in the database and will make it bigger. Thanks to the campaign the target market got bigger and achieved their business objectives.
Explain how viral sharing played a role in the success of this campaign.
Viral Sharing allowed Zando to track customer behavior to get information from prospective customers. Viral sharing also led to new visits to the Zando website. Which again led to more sales since more people opened their email.
