Description
This is a presentation explaining on grey worldwide CRM repositioning.
Grey Worldwide: Strategic Repositioning Through CRM
Background
? 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.
Media Landscape
? By late 90’s, Asian agencies were moving from generalization to specialization
in different areas.
? This culture change led to the creation of a CRM philosophy called Grey
Relationship Management (GRM).
? The “database” or knowledge base captured Grey WW-HK/China’s biggest
asset and helped in segmenting customers, predicting loyalty and analyzing market needs.
? The main goal of the GRM philosophy was an integrated approach to create,
identify, evaluate, capture, enhance, share and apply Grey’s intellectual
capital.
Media Landscape
? By 2001 the focus was not simply brand management, but now involved
customer management as well.
? 2001 Scenario: ? Increased competition: boundaries between consulting, advertising,
online media and designing were becoming blurred
? New technology : internet centric technologies, enhanced internet
telephony and e- marketing communications helped enhance consumer value
? Rising customer expectations:
? Identify, attract and retain most valuable customers ? Decide which CRM capabilities had greatest financial impact
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
Issues 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)
Grey WW-HK/China’s tools
? Two proprietary tools for CRM:
? Brand Futures+
? GRM Charter
? Brand Futures+ was helped in analyzing the competitive
environments and thereby building brands.
? GRM Charter was a customer relationship management
model for more sophisticated clients who understood their competitive positioning and had scanned their environment to determine the focus of their CRM strategy.
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
THANK YOU
doc_370007031.pptx
This is a presentation explaining on grey worldwide CRM repositioning.
Grey Worldwide: Strategic Repositioning Through CRM
Background
? 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.
Media Landscape
? By late 90’s, Asian agencies were moving from generalization to specialization
in different areas.
? This culture change led to the creation of a CRM philosophy called Grey
Relationship Management (GRM).
? The “database” or knowledge base captured Grey WW-HK/China’s biggest
asset and helped in segmenting customers, predicting loyalty and analyzing market needs.
? The main goal of the GRM philosophy was an integrated approach to create,
identify, evaluate, capture, enhance, share and apply Grey’s intellectual
capital.
Media Landscape
? By 2001 the focus was not simply brand management, but now involved
customer management as well.
? 2001 Scenario: ? Increased competition: boundaries between consulting, advertising,
online media and designing were becoming blurred
? New technology : internet centric technologies, enhanced internet
telephony and e- marketing communications helped enhance consumer value
? Rising customer expectations:
? Identify, attract and retain most valuable customers ? Decide which CRM capabilities had greatest financial impact
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
Issues 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)
Grey WW-HK/China’s tools
? Two proprietary tools for CRM:
? Brand Futures+
? GRM Charter
? Brand Futures+ was helped in analyzing the competitive
environments and thereby building brands.
? GRM Charter was a customer relationship management
model for more sophisticated clients who understood their competitive positioning and had scanned their environment to determine the focus of their CRM strategy.
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
THANK YOU
doc_370007031.pptx