The Challenge The Challenge • 10:3:1 Rule • 10 Referrals/Contacts/Suspects • 3 Prospects (to a membership event) • 1 New Member • Average Attrition = 14% • 40-member club = 6/year • = 60 Suspects, 18 Prospects • = 6 New Members CRM Overview CRM Overview • What is a CRM? Customer Relationship Management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving customer service relationships and assisting in customer retention and driving sales growth CRM Overview CRM ...
Key Issues Different customer strategies Consumer behavior Business behavior Customer retention (i.e., the focus of customer relationship management, CRM) Customer Strategies 1. Get more customers (market share) Acquire profitable ones 2. Keep customers longer Retain them Reduces costs of serving them 3. Grow current customers into bigger customers (share of customer) Up-selling additional products for one problem Cross-selling other products for different problems Give them benefits for referrals 4. “Fire” unprofitable customers 1-4 Frequently stated as an OBJECTIVE in the marketing planning process To fulfill customer objectives. have to understand customers What do customers expect? What are they ...
Agenda • Speaker Background • Use and Importance of Roadmaps • How to create effective Roadmaps • Lessons learnt • Q&A Speaker PM Background • Enterprise software focused • Sun: Solaris 7 • Sun: Sun Clusters 2.2 and 3.0, Solaris Enterprise Server 1.0 • Sun: NetDynamics 5 • iPlanet: NAS 4.0, iAS 6.0 • Covigo: Mobile Applications Server: Multiple Releases Importance of Roadmaps • Establish leadership and vision • Useful to allocate resources • Motivational tool for inter company stakeholders • Plan for executing corporate strategies and direction • Tool to get everyone ...
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