Marketing Plans, 8th Edition

Chapter 10 THE CUSTOMER RELATIONSHIP MANAGEMENT PLAN

SUMMARY

1. The case for customer relationship management (CRM)
2. A stage model for CRM adoption
3. Integration maturity: organizing around the customer
4. Interaction maturity: the art of relevant conversation
5. Planning for CRM: the benefits dependency network (BDN)
6. Exercises to turn the theory into practice

INTRODUCTION

In the last chapter, we discussed channel strategy: what channel combinations are used for the customer journey across marketing, sales and customer service. Once these channels are in place, we then have the challenge of developing relationships with individual customers through these channels.

We have already discussed how these relationships begin in Chapter 7 on integrated marketing communications. In the great majority of businesses, though, most profits come from repeat purchases or relationships.

This is not ...