Customer Relationship Management
Customer Relationship Management
Customer Relationship Management
Bottom-line:
Customer-focused transactions
Ex. IKEA Stock Query, Amazon rare book finder
Community Interactions
User product ratings, User alerts/Newswires, Dell
technical support
Access to Relevant Information
Dell technical library, Customer chat rooms, Zero-
time search facility
Value-added Services Based on Customer
Data
New Frontiers in CRM
• Customerization
– Mass Customization – Using flexible processes and
organizational structures to produce varied and
individualized products and services at the price of
standard mass-produced offerings.
– Personalization – Customization of some features of a
product or services so that the customer enjoys more
convenience, lower costs, or some other benefit.
– Segment-of-One Marketing – Based on the idea of the
firm learning individual reactions to marketing strategies,
then treating this customer differently than other
customers.
– Customerization – Mass customization + personalization
+ segment-of-one, dependent on a web-based or
electronic interaction
Distinctions in Customerization