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CRM STRATEGY استراتيجية إدارة علاقات العملاء

CRM STRATEGY استراتيجية إدارة علاقات العملاء. Suraj Suba • Steven Lianel Cendana • Chen Ying • Franck Le Moel • Jerome Gedeon. Todays Agenda. Corporate Activities. CRM Metrics. 1. 4. STP. Evaluation. 2. 5. Recommendation. CRM Activities. 3. 6. Conclusion. 7.

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CRM STRATEGY استراتيجية إدارة علاقات العملاء

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  1. CRM STRATEGY استراتيجية إدارة علاقات العملاء Suraj Suba • Steven LianelCendana• Chen Ying • Franck Le Moel• Jerome Gedeon

  2. Todays Agenda Corporate Activities CRM Metrics 1 4 STP Evaluation 2 5 Recommendation CRM Activities 3 6 Conclusion 7

  3. OBJECTIVES TO KEEP IN MIND Views CRM more than just a Technology Initiative? Customer Oriented? Management Backing? Continuous Re-engineering of Business Process? Proper Integration of data from various sources? Appreciation of Customer Lifetime Value?

  4. Key Figures

  5. Vision, Mission and Goal Statement

  6. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Qatar Destinations

  7. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Qatar Airways Group

  8. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Segmenting / Targeting

  9. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Segmenting / Targeting Business Segment

  10. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Segmenting Destinations Leisure Segment

  11. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Positioning Map International LCC Premium Regional

  12. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Price Comparison

  13. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Relationship Marketing Stable Pricing Volume and Frequency Rewards Bundling and Cross Selling Continuous Relationships WebsiteMobile App Financial Bonds Excellent Service and Value Social Bonds Structural Bonds Processes Personal Relationships Social Bonds among Customers Customization Bonds Equipment Anticipation/ Innovation Customer Intimacy Mass Customization

  14. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Customer Touch Points • Check-in/ Priority • Lounge Access • Boarding Gate • Spontaneous Upgrade • Personal Request • Disability help • Frequent Flyer • Website • Call Center • Ticket Office • Customer Inbox • Travel Agency • Mobile Technology • Social Media • Onboard Cabin Crew • Inflight Entertainment • Safety Procedure • Inflight Duty Free • Pilot/ Passenger Comm. • Transfer Info. • Food • Baggage Claim • Baggage Service • Disability Help • Arrival Lounge • Transfer Service • Transit Service • Premium Terminal • Website • Call center • Email Feedback / Survey • Frequent Flyer • Social Media Structural Bond Structural Bond Structural Bond Social Bond Social Bond Social Bond Structural Bond Structural Bond Structural Bond Social Bond Structural Bond Customized Bond Structural Bond Social Bond Social Bond Social Bond Social Bond Customized Bond Social Bond Social Bond Social Bond Customized Bond Social Bond Financial Bond Structural Bond Customized Bond Customized Bond Customized Bond Social Bond Social Bond Customized Bond Financial Bond Customized Bond

  15. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Qatar Airways Privilege Club

  16. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation

  17. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation

  18. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation CRM Metrics “Our customers expect convenient and fast access to professional services and our new Contact Centre will deliver on these expectations” – CEO Al Baker on the new European Contact Center. Service Metrics • Cases closed same day • Number of cases handled by agent • Number of service calls • Average number of service requests by type • Average time to resolution • Average number of service calls per day • Percentage compliance with service-levelagreement (SLA) • Percentage of service renewals • Customer satisfaction level • Complaint time-to-resolution • Propensity for customer defection Sales Metrics • Number of prospects • Number of new customers • Number of retained customers • Number of open opportunities • Close rate • Renewal rate • Number of sales calls • Number of sales call per opportunity • Amount of new revenue • Amount of recurring revenue • Time to close by channel • Margin • Sales stage duration • Sales cycle duration • Number of sales calls made • Number of proposals given • Competitive knockouts • Marketing Metrics • Number of campaigns • • New customer retention rates • • Number of responses by campaign • • Number of purchases by campaign • • Revenue generated by campaign • • Cost per interaction by campaign • • Number of new customers acquired by campaign • • Customer retention rate • • Number of new leads by product

  19. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation How important is understanding CRM Metrics at Qatar Airways? GP388-562 - Senior Officer- Loyalty Marketing and Communications You will oversee the design, development and implementation of compelling and measurable consumer communication, directly contributing to Privilege Club's profitability. You will also develop strategic segment management plans to optimize member acquisition, management and retention. Responsible for building and maintaining a dynamic content management infrastructure across web & e-DM channels for real time communication with members. Analysis of customer and market data to design and implement marketing activities and develop metrics to measure success of CRM campaigns.

  20. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Information Technology Implementation

  21. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation Evaluating Qatar Airways Is Qatar CRM Strategy a Failure or a Success? Views CRM more than just a Technology Initiative? Customer Oriented? Management Backing? Continuous Re-engineering of Business Process? Proper Integration of data from various sources? Appreciation of Customer Lifetime Value? Qatar Airways - “taking you more personally”  Evaluation

  22. Recomm. CorporateActivities S/T/P CRMActivities CRMMetrics Evaluation CRM cannot be neglected on the Social Media Universe Acknowledge and advice Consumers on next steps to dispute resolution

  23. AWARDS 1st 2nd Business Class Airline Economy Class Airline First Class LoungeEconomy Class Seats 3rd Business Class Seats Business Catering

  24. CRM IS JUST SMART Thank You For Your Attention!

  25. REFERENCES

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