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Customer relationship management on the internet

Lect. Univ. Dr. Corina Pelau

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 bases 10. Customer value and customer evaluation methods 11. Applications of customer relationship management

Lect. Univ. Dr. Corina Pelau

Development of the internet

Lect. Univ. Dr. Corina Pelau

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]. Lect. Univ. Dr. Corina Pelau 4

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

Interactive comunication at Danonino (Danone)

Lect. Univ. Dr. Corina Pelau

Information about products

Lect. Univ. Dr. Corina Pelau

Games for kids Make your own yoghurt!

Lect. Univ. Dr. Corina Pelau

Advices for mothers

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Games about Paula Pudding (DrOetker)

Lect. Univ. Dr. Corina Pelau

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On-line clubs and forums

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

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Customer relationship management at 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
Lect. Univ. Dr. Corina Pelau

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Customer Relationship Management at Maggi


Customer oriented comunication 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 the customer.

Lect. Univ. Dr. Corina Pelau

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Customer relationship management at Maggi


Customer oriented comunication at 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

Lect. Univ. Dr. Corina Pelau

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Customer relationship management at Maggi


Customer oriented comunication at 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 customer information

Lect. Univ. Dr. Corina Pelau

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Customer relationship management at 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 other interactive things Present all the time for customers.

Lect. Univ. Dr. Corina Pelau

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On-line competition with recommendations

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Videoclip with customer integration

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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

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Recomendations: Ford

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Fragen?

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