Slide 9.

Chapter 9
Customer Relationship
Management

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.2

Marketing Applications of CRM

A CRM system supports the following marketing
applications:
Sales force automation (SFA). Sales
representatives are supported in their account
management through tools to arrange and record
customer visits
Customer service management. Representatives in
contact centres respond to customer requests for
information by using an intranet to access
databases containing information on the customer,
products and previous queries
Managing the sales process. This can be achieved
through e-commerce sites, or in a B2B context by
supporting sales representatives by recording the
sales process (SFA)
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.3

Marketing Applications of CRM

(Continued)
Campaign management. Managing ad, direct
mail, e-mail and other campaigns

Analysis. Through technologies such as data

warehouses and approaches such as data
mining, which are explained further later in the
chapter, customers characteristics, their
purchase behaviour and campaigns can be
analyzed in order to optimize the marketing mix.

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.4

Figure 9.1

The four classic marketing activities of customer relationship management

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.5

Figure 9.2

A summary of an effective process of online relationship building

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.6

Figure 9.3

ReachActConvertEngage model

Source: Smart Insights (2010) Introducing RACE = A practical framework to improve your digital marketing. Dave Chaffey, 15 July 2010. http:wwwsmartinsights.com/blog/digital-marketingstrategy/race-a-practical-framework-to-improve-your-digitalmarketing
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.7

A summary of how the Internet can impact on the buying process for a
new purchaser
Figure 9.4

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.8

Figure 9.13

Online PR categories and activities

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.9

Figure 9.16

Schematic of the relationship between satisfaction and loyalty

Source: Adapted and reprinted by permission of Harvard Business Review from graph on p. 167 from Putting the service-profit chain to work, by Heskett, J., Jones, T., Loveman, G.,
Sasser, W. and Schlesinger, E., in Harvard Business Review, MarchApril 1994. Copyright 1994 by the Harvard Business School Publishing Corporation, all rights reserved
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.10

Figure 9.17

Activity segmentation of a site requiring registration

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.11

Figure 9.18

Different representations of lifetime value calculation

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.12

Figure 9.19

An example of an LTV-based segmentation plan

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.13

Figure 9.20

Customer life cycle segmentation

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.14

Figure 9.21

RFM analysis
David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012

Slide 9.15

Figure 9.22

An overview of the components of CRM technologies

David Chaffey, E-Business & E-Commerce Management, 5th Edition, Marketing Insights Limited 2012