Customer Relationship

Management

BUSINESS CONSULTING

STRATEGY.EXECUTION.RESULTS

What is

CRM?

• CustomerRelationshipManagementistherelationshipbetweenasellerandbuyer

• Aholisticprocessofidentifying,attracting,differentiatingandretainingcustomers

• Involvesallmembersofacompany– cultureofrelationshipbuilding

What is CRM?

“Thesumofthecustomers’lifetimevaluestotheorganisation”

– Blattberg andDeighton

AbalancesheetfiguresimilartoGoodwill

CRM builds Customer Equity

WHAT IS CUSTOMER EQUITY

ERIC QUALMANN

Socialnomics 2017

Why does

CRM

Matter?

It Matters

LeadGeneration

CustomerExperience

ProfitRepeatPurchase

Communication BuildingTrust

Keepingcompetitorbrandsatbay

It matters for customer acquisition, customer

retention and for effective marketing spend

How do I apply CRM

in my business?

Case Study

Epizone

SituationalAnalysis

WonderfulbrandwithnoCRMprogram

Aggressivecompetitorinthemarket

Irateandconfusedcustomers,shoppersandconsumers

ApplicationofCRM

• Website• LaunchFacebook• LaunchEmail

Marketing• B2BCRMatretail

headoffices• Consumer

communicationatstore

• Trainingofreps&storestaff

Results

• Increasedshelfshare• Increasedlistings• Betterpromotional

grids• Morereception

customer• Customerfeedback• IncreasedMarket

Share• Increasedranging

Epizone: What we did…

How do I apply CRM? Some practical ideas

Defineyourpositioninthemarket

Drawupacustomerjourneymap

Communicate- SocialMedia,Email,InPerson

BuildTrust– Keepyourpromises

Understandcustomertouchpoints

Findoutwhatmakesyourcustomerhappy

KeepReassessing

SOUTH AFRICA DIGITAL MARKETING