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Customer relationship management on
the internet
Lect. Univ. Dr. Corina Pelau
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Customer Relationship Managemnt
0. Customer orIntroduction
1. Definition, development and importance of CRM
2. Customer satisfaction, loyalty and relationship The effect chain of CRM
3. CRM strategies
4. Customer orientation in the Marketing-Mix
5. Customer loyalty programs and other CRM specific instruments
6. Customer relationship management on the internet
7. Complaint and reclamation management
8. Internal Marketing Employees as contact persons in the relation with
the customer (Customer oriented structures/ departments in a company)
9. Customer data bases10. Customer value and customer evaluation methods
11. Applications of customer relationship management
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Development of the internet
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Development of the Internet
Surs: Pall, K., Kozel, E. 2008, Geschftserfolge durch Suchmaschinenmarketing,
http://www.buyusa.gov/austria/de/speed_up.html [Accesat la data de 30.01.2010].
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Commercial online societies
Games: social fantasy environment, which allow an escape from the
every day life
Spare time activities: forum and interactive sites
Business-to-business: forum for increasing the efficience at work
Business-to-consumer: forum with the possibility to exchange
information
Consumer-to-consumer: forum for comunication
Games on the internet
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Interactive comunication at
Danonino (Danone)
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Information about products
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Games for kids
Make your own yoghurt!
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Advices for mothers
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Games about Paula Pudding
(DrOetker)
On-line clubs and forums
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Customer relationship management at
Maggi
Philosophy of Maggi:
Helper, Friend and good soul in all questions about food
Information about Maggi:
Creation: August 1897 in Germany
Founder: Julius Maggi
Field: food products
Sortiment: ca. 300 products
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Customer relationship management at
Maggi
Customer oriented comunication at Maggi:
Consumer consultancy:
Experts answer every year
100.000 letters
30.000 telephone answers
25.000 E-Mails
Consultancy topics: Advices regarding nutrition
Information about products
Help at kulinarischen Notfllen
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Customer Relationship Management at
Maggi
Customer oriented comunication at Maggi:
Receipe service:
Receipe offer nr. 1 in Germany:
30 Mio. Receipe brochures
20 Mio. Mini-cooking books
Many cooking books
All recipes give the possibility of
including Maggi products and
encourage the dialogue with thecustomer.
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Customer relationship management at
Maggi
Customer oriented comunication at Maggi:
Maggi cooking studio:
Point of Purchase:
Nutrition advices
Daily cooking classes
Taste tests for new products
Soup and Snack-Bar
Highest degree of contact quality between customers and Maggi
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Customer relationship management at
Maggi
Customer oriented comunication at Maggi:
Maggi cooking studiu club:
150.000 members
Membershup fee 12,27 / year
Members have access to:
Club magazine
Individual advices
Club-Shop
Club-events
Besides intensive contact, the comapny gathers precious customerinformation
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Customer relationship management at
Maggi
Customer oriented comunication:
Presence on the internet:
95.000 newsletter contracts
4 Mio. Visitors per year
Content:
3500 receipe ideas
Receipe-roulette
Virtual meeting point
Games and otherinteractive things
Present all the time forcustomers.
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On-line competition with
recommendations
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Videoclip with customer integration
Internet pages as a support for customer
relationship programs
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User selection depending on
target group
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CRM throgh
Social networks
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Recomendations:
Ford
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Fragen?
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