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Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Objective of session
- How CRM should be defined
- Defining the role of CRM
- CRM as a set of cross-functional processes
- CRM strategy framework
- Key questions in the five CRM processes
- The strategy development process
- Best practice example: coherent mission/vision
- Orange CRM mission
- Best practice: leveraging customer advocacy
- First Direct Bank example
- The value creation process
- The value proposition
- Example of a value proposition
- The 'ACURA' model
- The multi-channel integration process
- The new role of sales force
- The new role of mobile commerce
- Electronic and traditional channels
- Cisco quotation
- Channel experience within and across channels
- Customer experience within channel (1)
- Customer experience within channel (2)
- The emotional reservoir of goodwill
- Multi-channel integration in B2C
- Open Plan web bank screenshot
- Open Plan digital TV screenshot
- Best practice: multichannel environment
- Fletcher Jones Mercedes-Benz dealership
- The information management process
- Best practice: replicating mind of the customer
- RS components example
- Thomas Cook - 3 ways to book
- The performance assessment process
- Best practice example: identifying critical KPIs
- Developing a CRM dashboard
- In conclusion, some issues to consider
- Summary
- Thank you for listening
Topics Covered
- Positioning multichannel marketing within CRM strategy
- The key processes in CRM strategy
- The CRM strategy framework
- Multichannel marketing and customer experience
- Lessons from best practice exemplars
Talk Citation
Payne, A. (2008, December 31). Laying the foundations for multichannel marketing through CRM strategy [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 23, 2024, from https://doi.org/10.69645/VXSD3566.Export Citation (RIS)
Publication History
Laying the foundations for multichannel marketing through CRM strategy
A selection of talks on Strategy
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