After 4P Kotler and AIDA's Direct Marketing, CRM also has its good sign: IDIC.
(Actually - and you know - there 's another acronym that we consider essential: LTV)
IDIC and' an acronym invented by Peppers & Rogers Group to remember what to do in an operational strategy of CRM .
I = Identify - Identify your customers. If you can not identify them, no CRM. Identify means to record who they are and what they do on a database. In the BtoB and 'relatively easy, in BtoC it takes a loyalty card or similar system
D = Difference - Differentiate between profitable customers and no. There are very profitable customers (20%), those profitable on average (20% more) that must be made "to grow" and the mass of customers that are profitable little or nothing ... abandoned! I =
Interact - Interact with your customers. By all means: email, web, advertising 'an interactive, call center, mail, events. And ask for feedback: CRM and 'a two-way street
C = Customize - Customize and communication products, according to the needs of your customers. The final phase, the real marketing 1to1.
But if you already 'put in place the first 3 steps, you are promoted (too many companies forget the step "D" and some even stop at the first stage!)
recommend reading the white paper that Peppers & Rogers Group IDIC and it is' a clear introduction CRM strategies. For those who want to deepen, there The One to One Fieldbook (also available in Italian), a real operating manual for the 1to1 marketing.
REFERENCE
The One to One Fieldbook
CRM Strategy - The first blog dedicated to the CRM strategy, curated by Marco De Veglia. FOR YOU FREE report on Best CRM Website: http://www.crmformarketers.com/ 
0 comments:
Post a Comment