Description
This is a presentation explaining on CRM grey worldwide.
GREY WORLDWIDE : STRATEGIC REPOSITIONING THROUGH CRM
CASE FACTS
? Grey Global Group is a full communication enterprise with 16 global partner companies.
? Focus on “communications” as core business.
? Its Asia strategy is focused on building partnerships.
? Core strategy: delivering IMC
? Approach: To deliver the most cost effective client service approach which is integrated marketing.
CASE FACTS
Was established in 1978 as part of the Grey Global network , focusing on “communications” as its core business. - Their Asia strategy focused on building partnerships with local agencies and developing local management talent. - Grey Worldwide Hong Kong and China (Grey WWHK/China) is repositioning itself through defined emarketing and CRM strategies for the Asian market. - It has very strong umbrella brand equity, but the brand capital has to be invigorated through a renewed emarketing focus.
THE CRM INDUSTRY IN ASIA
? The Asian CRM market was relatively smaller, but high growth rates were expected than in North America. ? Asian markets began to understand the importance of CRM as it costs the
industry five times as much to acquire a new customer than to retain an existing
one . ? Building long-term and sustainable customer relationships was a good strategy. ? Asia pacific’s technology adoption rate was slower as compared to Europe
and US
THE CRM INDUSTRY IN ASIA
? Awareness about e-business and enabling technologies needed to be created; slower adoption rate ? Fragmented market for CRM needs; industry specific
? Strategy, execution and knowledge mix differed from that of Europe and
America ? Asian consumers lacked education in e-business and enabling technologies. ? A very less portion of IT investment was channeled to supporting
technologies and enabling functions (CRM).
GREY WW -HK/CHINA :E MARKETING STRATEGY
?Not to rock the price boat
?To differentiate itself on basis of customer relationship
?To deal with changing market and economic certainty ?To leverage upon knowledge and skills of partners to serve clients. ?Use of technology to implement strategy
GRM-GREY RELATIONSHIP MANAGEMENT
? Focus on • • • • Building brands Develop and manage customers Create positive brand experience Build brand through customer information and regular communication
? Emphasis on strategy; using technology as enabler for effective and cost effective CRM(data mining and customer profiling)
GRM-GREY RELATIONSHIP MANAGEMENT
GRM strategy key areas: Data Mining and customer profiling.
-Tools used for GRM: Two proprietary products- “ Brand Futures+” and “ GRM Charter ”. -Elevation of a new Management Structure. -Customer-focused process blueprint
OBJECTIVES FOR GREY
? To make sure that every employee becomes a part of CRM implementation. ? To understand market and use that knowledge to accordingly formulate strategy ? Maintaining the quality of staff despite pressures on margins ? Adequate knowledge management to ensure best quality performance
? Internally, to incorporate GRM focus at every level
OBJECTIVES FOR GREY
- An initiative to give the agency a more holistic approach to advertising. - Leverage all touch points to build both brand equity and customer equity. - Creation of a single customer database or knowledge base from existing customer data and customer knowledge residing in Grey’s specialised companies. - The main goal was an integrated approach to create , identify , evaluate , capture , enhance , share and apply Grey’s intellectual capital.
EIGHT BUILDING BLOCKS OF CRM
CRM PROCESS
CRM PROCESS
RECOMMENDATIONS
? Increase customer satisfaction and loyalty (via measures such as better responsiveness and ease of doing business). Each customer experience shapes the customers perception of the organization, including the value the organization provides and the importance the customer places on the overall customer-vendor relationship. Positive customer experiences drive satisfaction, trust and sustained loyalty. Negative customer interactions prove the opposite result and because bad news travels faster and further than good news, negative experiences harm the
organization's reputation and ability to increase new relationships. No amount of internal speculation can simulate
what it's really like to be a customer. True customer experience understanding is derived by seeking and acting upon customer feedback. ? ? Decrease customer churn / increase customer retention. Proactively retain customers longer (decrease Implement customer self-service. Provide customers increased responsiveness, accessibility and availability customer turnover). while reducing cost per customer interaction transaction.
THANK YOU !!
doc_627033545.pptx
This is a presentation explaining on CRM grey worldwide.
GREY WORLDWIDE : STRATEGIC REPOSITIONING THROUGH CRM
CASE FACTS
? Grey Global Group is a full communication enterprise with 16 global partner companies.
? Focus on “communications” as core business.
? Its Asia strategy is focused on building partnerships.
? Core strategy: delivering IMC
? Approach: To deliver the most cost effective client service approach which is integrated marketing.
CASE FACTS
Was established in 1978 as part of the Grey Global network , focusing on “communications” as its core business. - Their Asia strategy focused on building partnerships with local agencies and developing local management talent. - Grey Worldwide Hong Kong and China (Grey WWHK/China) is repositioning itself through defined emarketing and CRM strategies for the Asian market. - It has very strong umbrella brand equity, but the brand capital has to be invigorated through a renewed emarketing focus.
THE CRM INDUSTRY IN ASIA
? The Asian CRM market was relatively smaller, but high growth rates were expected than in North America. ? Asian markets began to understand the importance of CRM as it costs the
industry five times as much to acquire a new customer than to retain an existing
one . ? Building long-term and sustainable customer relationships was a good strategy. ? Asia pacific’s technology adoption rate was slower as compared to Europe
and US
THE CRM INDUSTRY IN ASIA
? Awareness about e-business and enabling technologies needed to be created; slower adoption rate ? Fragmented market for CRM needs; industry specific
? Strategy, execution and knowledge mix differed from that of Europe and
America ? Asian consumers lacked education in e-business and enabling technologies. ? A very less portion of IT investment was channeled to supporting
technologies and enabling functions (CRM).
GREY WW -HK/CHINA :E MARKETING STRATEGY
?Not to rock the price boat
?To differentiate itself on basis of customer relationship
?To deal with changing market and economic certainty ?To leverage upon knowledge and skills of partners to serve clients. ?Use of technology to implement strategy
GRM-GREY RELATIONSHIP MANAGEMENT
? Focus on • • • • Building brands Develop and manage customers Create positive brand experience Build brand through customer information and regular communication
? Emphasis on strategy; using technology as enabler for effective and cost effective CRM(data mining and customer profiling)
GRM-GREY RELATIONSHIP MANAGEMENT
GRM strategy key areas: Data Mining and customer profiling.
-Tools used for GRM: Two proprietary products- “ Brand Futures+” and “ GRM Charter ”. -Elevation of a new Management Structure. -Customer-focused process blueprint
OBJECTIVES FOR GREY
? To make sure that every employee becomes a part of CRM implementation. ? To understand market and use that knowledge to accordingly formulate strategy ? Maintaining the quality of staff despite pressures on margins ? Adequate knowledge management to ensure best quality performance
? Internally, to incorporate GRM focus at every level
OBJECTIVES FOR GREY
- An initiative to give the agency a more holistic approach to advertising. - Leverage all touch points to build both brand equity and customer equity. - Creation of a single customer database or knowledge base from existing customer data and customer knowledge residing in Grey’s specialised companies. - The main goal was an integrated approach to create , identify , evaluate , capture , enhance , share and apply Grey’s intellectual capital.
EIGHT BUILDING BLOCKS OF CRM
CRM PROCESS
CRM PROCESS
RECOMMENDATIONS
? Increase customer satisfaction and loyalty (via measures such as better responsiveness and ease of doing business). Each customer experience shapes the customers perception of the organization, including the value the organization provides and the importance the customer places on the overall customer-vendor relationship. Positive customer experiences drive satisfaction, trust and sustained loyalty. Negative customer interactions prove the opposite result and because bad news travels faster and further than good news, negative experiences harm the
organization's reputation and ability to increase new relationships. No amount of internal speculation can simulate
what it's really like to be a customer. True customer experience understanding is derived by seeking and acting upon customer feedback. ? ? Decrease customer churn / increase customer retention. Proactively retain customers longer (decrease Implement customer self-service. Provide customers increased responsiveness, accessibility and availability customer turnover). while reducing cost per customer interaction transaction.
THANK YOU !!
doc_627033545.pptx