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    CRM

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    puneeta chugh
    Volkswagen implemented several CRM practices in India such as targeting working professionals through LinkedIn, promoting their "Made in India" small cars, providing an "India Assistance Program" roadside support service, and creating an engaging digital campaign called "Planet Volkswagen" to educate customers.

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    CRM

    Uploaded by

    puneeta chugh
    78 views25 pages
    Volkswagen implemented several CRM practices in India such as targeting working professionals through LinkedIn, promoting their "Made in India" small cars, providing an "India Assistance Program" roadside support service, and creating an engaging digital campaign called "Planet Volkswagen" to educate customers.

    Original Description:

    CRM- CONSUMER RELATIONSHIP MANAGEMENT

    Original Title

    Crm

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    Volkswagen implemented several CRM practices in India such as targeting working professionals through LinkedIn, promoting their "Made in India" small cars, providing an "India Assistance Program" roadside support service, and creating an engaging digital campaign called "Planet Volkswagen" to educate customers.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    78 views25 pages

    CRM

    Uploaded by

    puneeta chugh
    Volkswagen implemented several CRM practices in India such as targeting working professionals through LinkedIn, promoting their "Made in India" small cars, providing an "India Assistance Program" roadside support service, and creating an engaging digital campaign called "Planet Volkswagen" to educate customers.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 25
    At a glance
    Powered by AI
    The key takeaways are that customer relationship marketing (CRM) aims to build long-term relationships with customers through marketing strategies and activities to maximize loyalty. It also discusses the evolution and basis of CRM.

    The goals of customer relationship marketing are customer acquisition, customer satisfaction, retention of customers, and enhancing the customer base.

    Some of the benefits of relationship marketing for customers are receipt of greater value, confidence benefits like trust and reduced anxiety, and social benefits like familiarity. Some benefits for firms are economic benefits like increased revenues, customer behavior benefits like strong word-of-mouth, and human resource management benefits like easier jobs for employees.

    Customer Relationship Marketing

    Customer Relationship Marketing (CRM) is a business


    process in which client relationships, customer loyalty and
    brand value are built through marketing strategies and
    activities.
    CRM allows businesses to develop long-term relationships
    with established and new customers while helping
    streamline corporate performance.
    It is the process of carefully managing detailed information
    about individual customers and all customer “touch
    points” to maximise loyalty.
    Evolution of Customers Relationship
    Marketing
    Period Focus area
    1950’s Customer Good Marketing
    1960’s Industrial Goods Marketing
    1970’s Marketing of Non-Profit
    Organization or Societal
    Marketing
    1980’s Services Marketing
    1990’s Customers Relations Marketing
    Basis of CRM
     It requires building and maintaining long term
    relationship between buyers and sellers.
     It is based on trust and commitment between the two
    parties.
     Emphasis is on retaining the customers over making sales.
     CRM ranks customer service as a high priority.
     It encourages frequent customer contact.
     Fosters customer commitment with the firm.
     Bases customer interaction on cooperation and trust.
     Building loyalty:-
    1. Interacting with customers
    2. Developing loyalty programs:
     Frequency programs
     Club membership programs
    3. Creating institutional ties
    Goals Of Relationship Marketing
    The goal of customer relationship marketing are:
    1) Customer Acquisition
    2) Customer Satisfaction
    3) Retention of the customers
    4) Enhancing the customer base
    Benefits of Relationship
    Marketing
    • Benefits for Customers:
    • Receipt of greater value
    • Confidence benefits: • Social benefits:
    • trust • familiarity

    • confidencein provider • social support


    • reduced anxiety • personal relationships
    • Special treatment benefits:
    • special deals
    • price breaks
    Benefits of Relationship
    Marketing Contd.
    • Benefits for Firms:
    • Human resource management
    • Economic benefits:
    benefits:
    • increased revenues
    • easier jobs for employees
    • reduced marketing and
    • social benefits for employees
    administrative cost
    • employee retention
    • regular revenue stream

    • Customer behavior benefits:


    • strong word-of-mouth endorsements
    • customer voluntary performance
    • social benefits to other customers
    • mentors to other customers
    • eCRM- describes the broad range of technologies used to
    support a company’s CRM strategy.
    • arises from the consolidation of traditional CRM with the e-
    business applications marketplace.
    • Development in the field of information and communication
    technology has increase the scope of CRM implementation in
    business Organizations, which leads to the rising of E-CRM
    concept.
    • eCRM will help to improve customer acquisition, customer
    development and customer retention.
    • E-mail and automated response considered as one of the
    important components of E-CRM.
     Increased customer loyalty
     Effective marketing
     Improved customer service and
    support
     Greater efficiency and cost reduction
    Type Public
    Headquartered Seattle, Washington
    Industry Coffee shop
    Products Coffee beverages,
    smoothies, tea, baked goods
    and sandwiches
    Revenue 19.16 billion ( 2015)
    No of locations 24464
    • Meet your customers where
    they want to be met
    • Think mobile mobile mobile
    • Focus on personalization
    • Starbucks is offering convenient purchase option through smartphone mobile apps
    • Purchasing is made by Starbucks mobile app with the use of a scanner. Customers
    can reload balance through Paypal
    • Starbucks developed and implemented an iphone and android mobile application
    called “ starbucks card mobile application” for customers in the United States.
    • Feature of the app allows customers to generate a 2D barcode on their mobile
    device to be scanned and used as a payment in stores. It referred to the app “ the
    fastest way to pay”.
    • To increase the perceived benefits on the customers side, starbucks enables
    customers to receive rewards for the usage of mobile application by receiving a free
    coffee after a certain amount of purchases via card.
    • It is improving its core service by making it more convenient for customers to
    purchase their coffee( perceived service quality, perceived value).
    • It is also maintaining relationship bonds because the app utilizes the volume and
    frequency rewards in reward card feature.
    Case Study of Volkswagen India
    Background
     Volkswagen (VW) is one of the world’s leading automobile
    manufacturers and the largest carmaker in Europe. As
    Volkswagen pursues its goal of becoming the number one
    automaker in the world by 2018, India has become a key
    component of its strateg y. India is currently the world’s
    second fastest growing car market, with shipments
    expected to more than double by 2018.
    CRM Practice -1 “Attracting Working
    Professionals”
     Challenge
    • Create brand awareness among working
    professionals
    • Build loyalty and aspiration
    • Inf luence decision-making
     Solution
    • Establish VW-branded Company Page on LinkedIn
    • Enable LinkedIn members to recommend their
    favorite VW models
    • Use LinkedIn Recommendation Ads to extend reach
    CRM Practice -1 “Attracting Working
    Professionals”
     Why LinkedIn?
    • #1 Resource for career-minded professionals
    • Precise targeting by seniority and geography ensures
    match with affordability criteria, dealership
    locations
     Results
    • 2,700 product recommendations in 30 days
    • 2,300 new followers on VW India Company Page
    • 960,000 viral updates about VW car models
    CRM Practice -2 “Made In India”
     Challenge: To foray into the small car segment
     Solution: The campaign created by DDB Mudra and
    executed by MediaCom, clearly displayed the made in
    India factor in the Polo which is rolling out of the Chakan
    plant in Pune.
    CRM Practice -3 “India Assistance
    Program”
    The services that this program will offer to their passengers
    will be:
     Travel and accommodation of the passengers in the
    incidence of immobilization or theft of the vehicle.
     Transport to destination or habitual residence with luggage
    and personal belongings.
     Towing of the vehicle to VW nearest dealer.
     On site repair, if possible.
     Dispatch of fuel; Wheel replacement.
     Transportation, storage and safekeeping of the vehicle.
    CRM Practice -4 “Planet Volkswagen”
     A new digital campaign, like most of its other initiatives,
    it is rich in creativity and ideas. It features a rotating
    globe with different land masses for each of Volkswagen
    India’s departments.
     Since the brand is not very old but has caught on quickly
    with Indian people, many want to learn the heritage,
    technology and German company’s background.
     There’s a Junior section targeted at kids who Volkswagen
    see as future customers.

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