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&Ogilvy&MatherCustomerRelationshipManagement(CRM)OgilvyInteractiveTeamVladimirMJordanovDecember2nd,2000OglivyInteractiveBeijingBoot-camp&Ogilvy&MatherCustomers?Whoaretheseguys?&Ogilvy&MatherWhatisCRM?In-depthanalysisofcustomerbehaviorandattributes.Applyingoftheachievedknowledgeintheformulationofmarketingcampaigns,strategiesandtreatmentplans.Morethanjustasetoftechnologies–itisaprocess.&Ogilvy&MatherWhyCRM?Companyexistence–questforprofit.ThreewaystoincreasetheprofitabilityofthecustomerbaseAcquiremorecustomersOptimizethevalueoftheexistingcustomersRetaintherightcustomerslongerAcquiringnewcustomercost5-10timesmorethatretainingtheexistingoneLoyalcustomerswillwillbuymoreandarewillingtopaypremiumprices20/80rule–20%ofthecustomersgenerate80%oftherevenue&Ogilvy&MatherWhyCRM?(continued)Serviceleadersenjoythefollowingadvantage